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,...