Walmart Stores is going to “blow up” its multicultural marketing budget and move the money into the company’s individual business units, said Tony Rogers, senior VP-brand marketing and advertising, at the ANA’s Multicultural Marketing & Diversity Conference today in Miami. “I’ve come to the conclusion that if you really want to be serious about multicultural, one way to do it is just blow up the multicultural budget,” Mr. Rogers said. “Take the multicultural budget out of a silo and push it out into the business units. [And] you’ve got to protect the budget and make sure it doesn’t just dissolve away.”

He cited Walmart’s recently rolled out layaway program, saying it’s incredibly popular among multicultural customers and that “not leading with a multicultural message, that’d be crazy.” He also said Walmart found that the interaction with recent digital ad for the layaway program, done in both Spanish and English, was three times higher for the Spanish-language version.

Read the entire article at Ad Age.

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