Wanted to chip in an additional two cents regarding the allegedly revolutionary Walmart multicultural marketing scheme. The Advertising Age story reported that marketers like Walmart and Procter & Gamble tie executives’ compensation and bonuses to multicultural performance. Really? Are CMOs and marketing directors also financially penalized for partnering with advertising agencies whose hiring practices are minority-unfriendly? And why don’t advertisers tie their White agencies’ billings to multicultural performance in terms of the shops’ diversity?
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