Delgado: Siéntanse cómodos retándose a ustedes mismos y a sus agencias, pero también deben confiar en ellas
Javier Delgado, director of multicultural marketing for Walmart, was a speaker at the fourteenth edition of the ANA Multicultural Conference. During his speech, the executive stressed the importance of multicultural marketing for the company, and shared with Alex Lopez Negrete of Lopez Negrete; Don Coleman of GlobalHue and Nita Song of IW Group, representatives of their agencies, part of the brand strategy to reach diverse consumers.”The company has being multicultural for so long, especially in the Hispanic market, we began to communicate 18 years ago with the consumer, but for three years ago, we have focused much more our attention because we understood that 100% of our growth was going to come from the multicultural market,” Delgado said.The executive said that when designing a campaign, all agencies participate to give a general idea and then separated executions are prepared according to each market. “It’s easier than each of our agencies can bring an idea that works for all segments than when we try to do it the other way, in which more stereotypes are created,” he said.On his behalf, Lopez Negrete said: “Walmart is in the business of trust, both internally and externally. Our client has to rely on us to ensure their success. “”Full freedom comes with great responsibilities, that is the premise of Lopez Negrete with customers,” he added.Finally, Delgado recommended to the audience: “Feel comfortable challenging each other for yourselves and your agencies, but you must also rely on them.”
