Walmart Canada builds a digital shopper-marketing experience
Geoffrey PrecourtWarc
From 10,000 feet in the air, the marketing architecture of Walmart Canada looked like a massive farm, with one silo after another.
And, for each siloed unit, there was a siloed agency. "It was not the way to run a media company," Drew Cashmore, Walmart Canada's senior director/digital and shopper marketing, told delegates at the DX3: Where Canadian Business Gets Digital conference. "So we brought it all together and focused on driving operational efficiencies within our entire business."
But realigning the way the world's largest retailer put on its public...