Greg Warren and Tony Rogers of Walmart: Technology and multiculturalism can define an advertiser’s future

Tony Rogers, senior VP of brand, marketing and advertising at Walmart, along with Greg Warren, VP of creative marketing, gave a talk delving into the importance of multicultural marketing for a company’s growth, during the 14th Annual ANA Multicultural Marketing & Diversity Conference.The two executives noted in their speech that both technology and multiculturalism define the way an advertiser should go. “Our creative resources have grown since we moved to a total-market focus so we can now use general-market assets in media for the multicultural market.The Hispanic market’s importance for Walmart makes it important to develop strategies with insights especially geared to the segment. Warren spoke very positively about the work done for the brand by the Hispanic agency Lopez Negrete Communications of Houston.For Walmart, the purchasing power of the Hispanic market is much greater than that of Canada or Mexico.Rogers said that investment in multicultural strategies will grow next year by at least 100 percent. The executives said that in Walmart they would actually have to ask permission to develop a marketing program that wasn’t multicultural.