Ad Age LookBook” href=”http://adage.com/directory/walmart-stores/294″>Walmart plans to double its multicultural ad spending as part of a sweeping initiative to move the company from a silo-like approach to making sure “One hundred percent of the growth [in sales] is going to come from multicultural customers,” Tony Rogers, Walmart’s senior VP-brand marketing and advertising, told the audience at the ANA’s Multicultural Marketing and Diversity conference on Tuesday in Miami. “Our spending against multicultural customers will grow by at least 100%.” At last year’s ANA conference, Mr. Rogers created a stir by saying Walmart was going to “blow up the multicultural budget” and move it out of silos and into the business units to signal how serious the company is about improving its multicultural efforts. He was invited again this year, along with Greg Warren, Walmart’s VP-creative marketing, to report back on how it’s going.everyone takes responsibility for multicultural marketing.
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