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...