Walmart's multicultural strategy: Blow up the budget

This report from the ANA's Multicultural Marketing conference covers the presentation of Tony Rogers, SVP/brand marketing and advertising at Walmart Stores, who describes the retailer's impending realignment of its multicultural marketing budget away from a single-department silo to across all its business units.

Walmart's multicultural strategy: Blow up the budget

Geoffrey PrecourtWarc

Multicultural marketing is changing fast in Bentonville, Arkansas.

At the Association of National Advertisers' 2011 Multicultural Marketing and Diversity Conference, Tony Rogers, SVP/brand marketing and advertising at Walmart Stores, announced: "We've come to the conclusion that, if we want to be serious about multicultural marketing within the company, we have to blow up the multicultural budget… And, we're about to do just that. We believe it will force behaviors that we're going to like."

Rogers recognized that such a radical realignment "may sound counter-intuitive" given that there is a...

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