Tony Rogers of Sam’s Club: Our Understanding Of Multicultural Is Based On Our Own Journey

Tony Rogers, Chief Marketing Officer of Sam’s Club and the new president of the ANA Alliance for Inclusive & Multicultural Marketing (AIMM), took part in a discussion chaired by Gilbert Davila, president and CEO of Davila Multicultural Insights (DMI) at the 2018 ANA Multicultural Conference. At the meeting, Rogers shared his opinions on the importance of multicultural and inclusive marketing and how AIMM plans to give the industry a shift in order to optimize general corporate growth. “All of us have reached an understanding of what multicultural means based on our own journey,” he said. Rogers said the advertising and marketing industries must attract consumers with both rational and emotional perspectives. “You need to capture both head and heart…so you must be both rational and emotional,” he added. He also took a strong stance on the need to execute multicultural marketing with the same level of sophistication, precision and information as is used for larger segments. “As industry leaders, we are committed to inclusion and diversity. Unfortunately, most CEOs in this country don´t think that way,” he said.