How Walmart swapped 'multicultural' for 'local' marketing

This report covers the US retailer Walmart’s approach to marketing to Hispanic, Asian-American and African-American consumers, as discussed at the ANA’s Multicultural Marketing and Diversity conference.

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...

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