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Javier Delgado of Walmart: Its easier for a multicultural agency to create a crossover campaign than the other way around
25 de marzo de 2014
Delgado: Entendimos que el 100% de nuestro crecimiento iba a venir del mercado multicultural
Javier Delgado, multicultural marketing director at Walmart, took part as a speaker at the 10th Geoscape conference. During his talk, the executive noted the importance of the multicultural market to his company, and shared part of its brand strategy for winning Hispanic consumers.The company has been getting multicultural for a long time. Particularly in the Hispanic market we began communicating with the consumer 18 years ago, but for the last three years we focused our attention on it much more because we realize that 100% of our growth will come from the multicultural market, Delgado told PRODU.The exec said that when it comes time to dream up a campaign, all agencies contribute a general idea and then work up separate executions to fit each market. Its easier for each one of our agencies to come up with a communication the works in all segments than when we try to do it the other way around, when were likely to create more stereotypes, he said.As for his view of total market and its impact on multicultural agencies, the executive said that its easier for a multicultural agency to create a crossover campaign for the general market than the other way around. Finally, Delgado said that its important to understand that no one has the secret formula. We all have to work as a team, were all in this together and thats the benefit of attending seminars like Geoscape where we can contribute and improve in terms of growth.
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