ANA: Walmart embraces Total Market Approach, doubles Multicultural Ad spend

 

Tony Rogers SVP, Brand Marketing & Advertising at WalMart

A year after providing a presentation on Walmart’s multicultural marketing plans, Tony Rogers SVP, Brand Marketing & Advertising at WalMart (photo), returned to the ANA Multicultural stage to say that the retailer plans todouble its multicultural ad spending as part of an initiative to move the company from a silo-like approach to making sure everyone takes responsibility for multicultural marketing (Total Market Approach).

"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, Adage reports.


The 2012 Association of National Advertisers Multicultural Marketing and Diversity Conference concluded yesterday in Miami. Walmart ranked as the 16th biggest advertiser in Hispanic media with 2011 spending of about $60 million, according to Ad Age's Hispanic Fact Pack.


Trackback from your site.

Editorial Staff (@portada_online)

Portada is the leading source of news and analysis on the Latin Marketing and Media space. Credibility is our biggest asset: The Portada team is very passionate about producing high-quality independent content that helps drive forward the Latin Marketing and Media space.
El equipo editorial de Portada se apasiona por elaborar contenidos de alta calidad. La credibilidad es nuestro mayor activo. La misión de Portada es ayudar a profesionales de negocios y medios a comprender y alcanzar a consumidores latinoamericanos, del mercado hispano de EE UU y España.

MORE FROM PORTADA

The Upfronts are Over: 8 Things You Need to Know

The Upfronts are Over: 8 Things You Need to Know

Last week the TV upfront and digital NewFront season concluded in New York City. A lot of buzz, schmoozing and wining and dining. But there were some salient news and trends that will shape broadcast and advertising over the next 12 months. Here are 8 important facts, lets' take a look.


Select to Attend DAY 1 or DAY 2 at PortadaLat (June 8-9)!

Select to Attend DAY 1 or DAY 2 at PortadaLat (June 8-9)!

Portada is providing the  option to attend PortadaLat on June 8 - 9 in Miami just one of the two days. This way you can focus on the content and networking opps you like the most and spend less


Time Inc. Launches Mobile-First All-Video Platform “INSTANT”

Time Inc. Launches Mobile-First All-Video Platform “INSTANT”

Time Inc. is launching mobile-first, all-video platform INSTANT, which will feature content about the lives and projects of digital celebrities as well as content created by digital celebrities exclusively.Time Inc.’s People, Entertainment Weekly and HelloGiggles Will Be INSTANT Launch Partners on Programming and Audience Strategy Initiatives.