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Advertising Age reports that Walmart has brought on a new ad agency with the goal of creating new advertising programs that will cast it as an underdog - or, to put it another way, a David doing battle with Goliaths.

CMO Stephen Quinn says that the company used to be "very comfortable in David's skin, slaying these retail giants. But one day we woke up and we were actually Goliath. So the whole goal of the past decade has been trying to get ourselves back into the role of David."
KC's View:
Well, good luck with that. I'd like to fly like Superman, but I think I have about as much chance of doing that as Walmart has of making itself into an underdog.