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

MARKETER INTERVIEW: Stephanie Borges on Six Flags Targeting the U.S. Hispanic Consumer

MARKETER INTERVIEW: Stephanie Borges on Six Flags Targeting the U.S. Hispanic Consumer

Stephanie Borges, VP North America Strategic Marketing & Partnership of Six Flags Theme Parks, told us about their marketing strategies towards Hispanics.


Instagram’s Stock Rises as CPMs Drop, Ad Performance Increases

Instagram’s Stock Rises as CPMs Drop, Ad Performance Increases

A new study by Brand Networks revealed that advertising on Instagram is working, with decreasing costs and increased performance across industries.


Twitter Intros 140 Sec Videos, Launches its Version of FB Mentions

Twitter Intros 140 Sec Videos, Launches its Version of FB Mentions

Twitter has announced that now users can create 140 seconds videos and tweaked its Vine app. What’s more, the company has launched its own version of Facebook’s Mentions app, called Engage, which allows creators to better manage interactions with their followers.With video Tweets increasing by over 50 percent since the beginning of 2016, Video is becoming increasingly central to the real-time conversations happening on Twitter.