How Walmart swapped 'multicultural' for 'local' marketing
Geoffrey Precourt Warc
How much does multicultural marketing matter to the world's largest retailer? "We fully expect that 100% of the growth in retail – and for Walmart – will come from multicultural audiences," Tony Rogers, SVP, brand marketing and advertising, told the Association of National Advertisers (ANA) 14th-annual Multicultural and Diversity Conference.
"Next year, our spending will increase by at least 100%." Rogers added. "We'd be crazy not to."
A year ago, on the same ANA stage, Rogers promised to " blow up the multicultural budget… to...