'Blow Up' the Multicultural Budget? A Response

Ad Age's Big Tent Bloggers on Plans by Walmart & P&G to Take Ethnic Advertising Out of a Silo

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Walmart Stores, like P&G, now plans to "blow up" its multicultural budget, take it "out of a siilo and push it out into the business units" -- to quote Tony Rogers, the senior VP-brand marketing. But, he told the ANA's Multicultural & Diversity Conference last week, "you've got to protect the budget and make sure it doesn't just dissolve away." Is this a step forward or backward for multicultural marketing? Five Big Tent contributors give their reactions. We invite you to respond.

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