Walmart Canada is switching its media account to Starcom early in 2021 following a formal review.

The business has been with Group M’s Mindshare for several years. Mindshare’s Canadian office successfully defended the account in 2016 after a review that saw a change in the U.S. media business.

Walmart Canada has spent part of 2020 expanding its Walmart Media Group, its omnichannel ad services platform that uses data and insights to deliver ads to shoppers along their path to purchase.

At end of October, the retailer announced it was accelerating its $110 million investment in the platform through store renovations and new back-end technology. This included adapting square footage in some stores to serve as online delivery and pickup fulfilment space, making new space for ecommerce.

It is not yet known whether the switch to the Publicis-owned Starcom signals a change in strategy. Toronto-based Listenmore handled the RFP process.