Walmart Canada announces Cossette as new advertising AOR | Cossette

Walmart Canada announces Cossette as new advertising AOR


Walmart Canada announces Cossette as new advertising AOR

The award-winning agency takes the reins in time for the 2018 holiday campaign

Walmart Canada today announced that it has hired Cossette as its integrated agency of record. The announcement follows a recently concluded account review and extensive competitive process.

Cossette will deliver world-class creative and impactful communications strategies and assume full-range marketing responsibilities to promote Walmart’s omni-channel retail leadership and corporate responsibility as the company prepares to celebrate 25 years in Canada.

"With award-winning creativity, rich retail experience, and a deep understanding of our customers, Cossette will be a valuable partner in helping to modernize the Walmart brand while keeping true to our mission of saving Canadians money so they can live better," said Tammy Sadinsky, Vice President, Marketing Communications, Walmart Canada. "From being Canadians’ #1 choice for low prices to building strong communities, we are excited to work with the ‘best in class’ team at Cossette to build the next chapter of our Walmart story."

“Walmart is such an influential brand and we are excited to be partnering with the team to unlock its true potential in this market,” said Daniel Shearer, Executive Vice-President and General Manager at Cossette. “Our seamless integration will bring together the best talent to deliver the right balance between emotional brand-building and tactical communications that are so essential for retail success today.”

Holiday magic starts with believing.

Cossette’s first project for Walmart is its holiday campaign, which launches this month. The program taps into customers’ desire to create holiday magic for their families – and the knowledge that it can require a lot of work. Thanks to Walmart’s offerings, parents and family members can bring their hope for holiday magic to life without having to compromise to stay on a budget.

With Teddy, the program’s 60-second hero video, Walmart sets the tone for a truly magical holiday season as we follow the adventures of a lone teddy bear in a Walmart store, as it waits for its new forever home. The video is now available online and will be broadcasted on TV in the coming weeks.

Walmart’s holiday program also includes the return of its Toy Academy and beloved toy expert Olivia. For parents and family members, using this online content hub takes the guesswork and stress out of finding the “it” toys of the season. Because Walmart knows there is nothing quite like the magic of seeing a child open a gift they really like, toy experts track trends and reviews to help consumers find the perfect gift based on age, budget and interests.

Cossette led the creative development with an integrated agency team, including Mindshare (media buying), Church + State (social media), Reprise (social media buying),  Medianet (digital), St. Joseph Communications (in-store signage, flyer, digest), and APEX (public relations and influencer content).


Advertiser: Walmart Canada

Agency: Cossette

Production house: Scouts Honour

Directed by: Mark Ziebert

Post-production: Saints Editorial, The Vanity, A52

Sound: Pirate

Media agency: Mindshare

Public Relations: Apex

Digital: Medianet

Social media agencies: Church + State, Reprise

In-store collaterals: St. Joseph Communications

About Cossette

Cossette is a fully integrated marketing communications agency. It’s a community of 700 creative humans who help people and brands connect in meaningful ways. Cossette was named Agency of the Year in Canada for the past three years in a row. It has offices in Halifax, Québec City, Montréal, Toronto and Vancouver, and has been making strides to become a major player in the global advertising community. To learn more, visit

About Walmart

Walmart Canada operates a growing chain of 411 stores nationwide serving more than 1.2 million customers each day. Walmart Canada's flagship online store, is visited by more than 750,000 customers daily. With more than 85,000 associates, Walmart Canada is one of Canada's largest employers and is ranked one of the country's top 10 most influential brands. Walmart Canada's extensive philanthropy program is focused on supporting Canadian families in need, and since 1994 Walmart Canada has raised and donated more than $300 million to Canadian charities. Additional information can be found at, and at


Stacey Masson

514 242-8984