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.

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