Is Walmart is taking advantage of a global pandemic to lure customers back? Seems like healthcare organizations should announce where vaccines can be administered to the public—versus a big-box retailer airing a promotional commercial. Will Sam’s Club only provide shots to card-carrying members?
Advertising Age reported Walmart is the latest advertiser to jump on the Kumbaya bandwagon, promoting racial, ethnic and disabled harmony via a patronizing video. Of course, the responsible White advertising agency—mono—features a staff that is pretty, well, mono-cultural. If Walmart thinks everyone deserves a seat at the table, the retailer should ask its agency partners to play musical chairs with their hiring.
Walmart Gingerly Weighs in on Racial Controversy With ‘Many Chairs’
By Jack Neff
Walmart wants to give everyone a seat at the table in a new ad that arrives amid racial controversy stemming from violence in Charlottesville and President Donald Trump’s reaction to it.
Walmart’s updated take on Coke’s iconic “Hilltop” ad from 1971 is the 60-second “Many Chairs. One Table” ad from Mono, Minneapolis. The timing is apparently coincidental: The ad was already in the works as a follow-up to Walmart’s holiday “Come Together” ad from last year, according to people familiar with the matter. Given the production values, it clearly wasn’t slapped together in the week between the “Unite the Right” rally in Charlottesville and when it first aired Sunday. Then again, August is a little early to start Thanksgiving ads, even for a retailer.
The ad shows an ethnically and geographically diverse crowd wheeling and carrying chairs to a giant dinner table in a field, all to tune of The Youngbloods’ “Get Together.” You know: “Come on people now, smile on your brother. Everybody get together, try to love one another right now.”
“We’re a place where 140 million people gather every week, and our stores are part of the fabric of communities around America,” Walmart says in a statement. “Inspired by what we are hearing from many of our customers and associates right now, this ad celebrates the importance of coming together.”
But Walmart, which over-indexes in Trump country with relatively few of its stores in major coastal cities, hasn’t gone out of its way to publicize the ad in social or conventional media. As of early Thursday, it’s gotten a modest 10,000 views on YouTube and 30,000 on Facebook.
Walmart CEO Doug McMillion didn’t join other CEOs quitting Trump’s advisory councils last week before they were disbanded, but took the president to task in a note to employees. “As we watched the events and the response from President Trump over the weekend, we too felt that he missed a critical opportunity to help bring our country together by unequivocally rejecting the appalling actions of white supremacists,” McMillon said.
Mono, backed by MDC Partners, is a former Target agency that landed on Walmart’s roster last year and has kept its place despite consolidation of most work under Publicis Groupe’s Department W. Prior work from Mono also had a decidedly multicultural cast.
Saatchi & Saatchi is responsible for this Walmart holiday commercial featuring hypnotist chrisjones. Gee, a Black hypnotist and lots of Black cast members makes for quite a Christmas surprise from a White advertising agency like Saatchi & Saatchi. Or maybe not, given the shop’s penchant for total market strategy—which essentially translates to stealing all the crumbs from minority shops. Maybe chrisjones can hypnotize Saatchi & Saatchi executives and compel them to hire a few minorities.
AgencySpy posted on the latest financial woes of Globalhue, revealing that ten employees filed a class-action lawsuit for wages owed by the dying agency. The shop has reportedly failed to pay its workers for many months. Not even a few crumbs. The real estate company that owns the agency’s New York headquarters is also pursuing legal action, along with a personal driver who chauffeured CEO Don Coleman and his daughter, Kelli Coleman. Guess the Colemans will have to catch a cab to the courthouse.
But the most outrageous part of the exposé—besides the fact that only a lame blog like AgencySpy is bothering to cover the news—is the following excerpt:
In addition to the suit, we also hear that GlobalHue will soon close its New York office after losing its last client, Walmart. That company recently consolidated its accounts with Publicis, and multiple sources have told us that the multicultural portion of the business was part of that move.
Great. The client that once boasted boosting its budget for multicultural marketing is apparently consolidating with White advertising agencies in a White holding company. Hell, the minority business will probably be awarded to a shop run by White women.
Advertising Age reported Walmart and The Martin Agency are re-editing a commercial featuring a Black man saying, “I can’t breathe” while his daughter hugs him, as the phrase has become the rallying cry of Eric Garner protesters. Wonder if another protest would erupt if the public learned Walmart ads targeting Black consumers are being handled by White advertising agencies where diversity is a dream deferred and denied.
‘I Can’t Breathe’: Walmart Edits Ad in Wake of Protests
Phrase Uttered by Eric Garner Before Death Became Protest Rallying Cry
By Jack Neff
In the wake of nationwide protests over the lack of an indictment for the death of Eric Garner, Walmart is editing a commercial showing a black man saying “I can’t breathe” as he’s hugged by his daughter.
The same phrase was adopted by protesters nationwide after a grand jury on Dec. 3 declined to indict police officer Daniel Pantaleo for the death of Eric Garner, who uttered the phrase in a video aired in news reports following his July arrest. That video has gotten round-the-clock national news play since the grand jury decision.
In response to tweets yesterday, the @WalmartNewsroom account announced: “We’re re-editing as we speak based on feedback we’ve received.”
The Walmart Mobile Family Plan ad first aired this summer during back-to-school season, said Walmart spokeswoman Deisha Barnett in an e-mail.
“We can see how the ad might be viewed differently today than when it first aired earlier this year,” she said. She didn’t yet know when the revised ad would air.
Interpublic’s Martin Agency, Richmond, Va., created the ad, “which began running earlier this summer before any of this started,” said a spokeswoman for the agency. Publicis Groupe’s Mediavest handles media for Walmart.
The TV ad tracking service iSpot.tv only picked up airings of the ad starting Dec. 1, two days before the Staten Island grand jury decision was announced. Walmart spent an estimated $1 million on the spot this week, according to iSpot.tv, which indicated it aired up to nearly 4 a.m. this morning on such networks as A&E and BET.
The New York Post reported Walmart pulled more offensive Halloween costumes from its website. Of course, the retailer profusely apologized for its alleged unintentional insensitivity. Yet given that Halloween is an annual opportunity for people to openly display cultural cluelessness, one would think companies like Walmart would take extra precautions to prevent such mishaps. How difficult is it to assign a culturally competent employee to review the Halloween costumes? Then again, perhaps there are no culturally competent employees at Walmart. Now that’s a scary thought.
Walmart pulls offensive Halloween costume from shelves
By James Covert
Halloween was another diplomatic disaster for Walmart.
The retail giant got blasted Friday for selling a costume called the “Pashtun Papa” (right) — a mock-up of traditional Afghan robes and turban, coupled with a big, fake silver beard.
“Whether you’re making a serious political statement or staging a polical [sic] parody, this authentic-looking outfit is sure to fit the bill!” the outfit’s description on the store’s Web site read.
“Nothing is sacred this Halloween,” the blurb continued. “Shock your friends with this Islamic costume.”
Walmart removed the offensive outfit later in the day after it sparked an uproar online. The retailer said it was sold by a third-party vendor.
“We are deeply sorry that this costume is on our Web site, and we are pulling it down as soon as possible,” a Walmart spokeswoman said. “We are calling on all of the other retailers to pull it down as well.”
Earlier this week, Walmart sparked an outcry when Halloween merchandise on its site included a section of “Fat Girl Costumes.”
Walmart covers Black History Month and Supplier Diversity with one lame ad.
Walmart pledges a job to every honorably discharged veteran
The plan was met with approval by First Lady Michelle Obama and recruiters who place vets in jobs. But former Walmart employees think the minimum wage, part-time work won't help vets get on their feet.
By Victoria Cavaliere / NEW YORK DAILY NEWS
Retail giant Walmart pledged Tuesday to hire any returning military veteran that wants a job with the company.
Walmart U.S. CEO Bill Simon told a retail conference in New York City the company expects to hire 100,000 veterans over the next five years, one of the largest-ever hiring commitments of former military personnel.
“We believe Walmart is already the largest private employer of veterans in the country, and we want to hire more,” Simon said. “Hiring a veteran can be one of the best decisions any of us can make…Veterans have a record of performance under pressure. They’re quick leaders and they're team players.”
Starting Memorial Day, Walmart will offer a position to any honorably discharged veteran in his or her first 12 months off of active duty. Most of these jobs will be in Walmart stores and Sam’s Clubs, and some will be in distribution centers or the home office.
The announcement was met enthusiastically by employment agencies that place veterans in jobs.
“We’re ecstatic,” said Ron Rutherford, business development manager at the career site TAonline. “The commitment is like an open hand willing to assist any veteran who wants to work.”
The plan has also gotten a warm reception in Washington, where first lady Michelle Obama said it “a groundbreaking example for the private sector to follow.”
But Walmart’s deep roster of critics say the jobs will do little to help returning military members get on their feet financially. “The jobs will be part time, 28 hours a week” said Bronx resident and Army veteran Edgar Lucas.
Lucas, who worked for a Walmart in Kentucky, called the plan a “scheme.”
“Anything that’s not 40 hours, I don’t know how it’s going to help these veterans,” he said.
A group of protesters lined up outside the Javits Center in Manhattan Tuesday as Simon gave his speech, accusing the nation’s largest private employer of unfair work practices and of keeping employees short of 40 hour work weeks to avoid paying benefits.
“Walmart is the driving force that fuels underemployment in the county,” said Yana Walton, a spokeswoman for the advocacy group the Retail Action Project. “These aren’t the kinds of jobs for folks returning home, or for Americans,” she said.
The hiring push could generate millions in tax breaks for Walmart — employers can get tax credits of as much as $9,600 for hiring a veteran, depending on certain criteria, under a U.S. tax provision extended through 2013.
Walmart’s announcement Tuesday also included a pledge to spend an additional $50 billion on U.S.-made products over the next 10 years.
“I know according to urban legend Walmart’s shelves are filled with foreign products,” Simon said. "But the truth may surprise you.”
Walmart literally and graphically highlights helping Hispanics—which kinda looks discriminatory. Plus, the retailer’s “commmitment” doesn’t include hiring a proofreader.
MultiCultClassics is often occupied with real work. As a result, a handful of events occur without the expected blog commentary. This limited series—Delayed WTF—seeks to make belated amends for the absence of malice.
Wanted to revisit the Walmart post featuring the happenings at the ANA Multicultural Marketing and Diversity Conference—specifically, the words and deeds of Walmart Senior VP-Brand Marketing and Advertising Tony Rogers.
Rogers boldly announced, “One hundred percent of the growth [in sales] is going to come from multicultural customers. … Our spending against multicultural customers will grow by at least 100%.” Forget the fact that doubling the budget is still painfully inadequate. There’s actually quite a bit of bullshit behind Rogers’ proclamations.
For starters, if 100% of the sales growth will come from minority customers, why aren’t the minority agencies handling 100% of the account? Rogers and Walmart VP Creative Marketing Greg Warren claimed they’ve given the minority partners “a seat at the table”—yet the sales figures indicate they deserve the whole table and dinette set.
In 2011, Rogers boomed about blowing up multicultural marketing budgets and deconstructing silos. Now he has the opportunity to detonate the entire budgetary scheme and decimate the segregated, separate-but-unequal hierarchy present with his advertising agencies. And he can do it for legitimate, revenue-based reasons.
Rogers and Warren clearly recognize the face of America is changing; however, the two are content to conspire with a “general market” agency whose complexion does not reflect the new mainstream. A bump in the underfunding is not revolutionary—it’s simply rational. If you want to measure progress and performance review objectives, do something original.
It’s time to completely overturn and overhaul the Walmart advertising org chart. You’ll probably save money—and live better.
Advertising Age reported Walmart Senior VP-Brand Marketing and Advertising Tony Rogers attended the latest ANA Multicultural Marketing and Diversity Conference and declared, “One hundred percent of the growth [in sales] is going to come from multicultural customers. … Our spending against multicultural customers will grow by at least 100%.” Last year, Rogers proclaimed Walmart would blow up its multicultural marketing budget, distributing the loot into individual business units versus segregated silos. Walmart appears to be making progress in recognizing minority audiences and agencies; however, there is still no public disclosure on the actual amounts invested. It’s common knowledge that minority targets are grossly underfunded, so doubling the amount of crumbs is still a pile of crumbs—in short, it would require much more than a 100% increase to make the totals sufficient.
Also worth noting is a comment from Walmart VP Creative Marketing Greg Warren, who spoke on supplier diversity. At most shoots, Warren noted 75% of the crew may be White. “There is still very little diversity at the ground level,” said Warren. Um, has this guy taken a close look at his White advertising agency?
Walmart’s Tony Rogers: 100% of Growth Is Multicultural
Plans to Double Its Ad Spending in Area
By Laurel Wentz
Walmart plans to double its multicultural ad spending as part of a sweeping initiative to move the company from a silo-like approach to making sure everyone takes responsibility for multicultural marketing.
“One hundred percent of the growth [in sales] is going to come from multicultural customers,” Tony Rogers, Walmart’s senior VP-brand marketing and advertising, told the audience at the ANA’s Multicultural Marketing and Diversity conference on Tuesday in Miami. “Our spending against multicultural customers will grow by at least 100%.” At last year’s ANA conference, Mr. Rogers created a stir by saying Walmart was going to “blow up the multicultural budget” and move it out of silos and into the business units to signal how serious the company is about improving its multicultural efforts. He was invited again this year, along with Greg Warren, Walmart’s VP-creative marketing, to report back on how it’s going.
Mr. Rogers outlined four key learnings: 1) Make multicultural part of everything you do, rather than projects in silos. 2) Train people. 3) Set goals and keep score. 4) Build partnerships and leverage people outside your company.
Walmart’s “aha” moment was a disconnect over the company’s layaway program, reintroduced last year in a huge initiative. But the Hispanic ad that ran on the popular Latin Grammy Awards show on Univision featured giggling girls buying Latin music CDs from Walmart.
“The ad we ran on the Latin Grammys didn’t mention layaway,” Mr. Warren said. “Our [Hispanic] agency Lopez Negrete did a great job doing what we asked them to do. We just weren’t asking them to do the right thing.”
“Layaway was the straw that broke the camel’s back,” Mr. Rogers said. “The layaway team was working hard on layaway. The multicultural team was working hard on the Latin Grammys and not going to the layaway meetings. That was a real eye opener for me.”
There’s still a Latin Grammys effort, but now it’s a platform to talk about layaway, he said. This year, the Lopez Negrete spot features two soccer fans in jerseys from rival teams buying big screen TV sets at Walmart—on layaway.
Seat at the table
Warren said it’s also key to give multicultural agencies “a seat at the table” from the beginning. Previously, multicultural efforts would lag by several weeks or a month because the general market work was done first. This year, the Hispanic wireless-contract campaign took the lead in Walmart’s back-to-school wireless effort, and the general market followed.
Walmart ranked as the 16th biggest advertiser in Hispanic media with 2011 spending of about $60 million, according to Ad Age’s Hispanic Fact Pack.
“There’s an education process and a score-keeping process,” Mr. Rogers said. This year, an intensive tracking of multicultural efforts has been added to Walmart’s weekly Monday morning meetings to measure progress and look at numbers. “You know every Monday morning, you’re going to have a conversation about multicultural. [And] it’s on your performance review objectives, and it’s on mine. People may have three or four objectives, and multicultural is one of those things.”
In another initiative in the last year, Walmart set up a monthly multicultural advisory council that includes senior Walmart execs and the heads of Walmart’s multicultural agencies, including Alex Lopez Negrete, president-CEO of Lopez Negrete Communications; Don Coleman, chairman-CEO of African-American agency GlobalHue; and Nita Song, president-chief operating officer of IW Group. The group has already gone from quarterly to monthly meetings, in marathon four-hour sessions attended by Walmart CMO Stephen Quinn.
Supplier diversity
Walmart is also looking at driving diversity in its suppliers. At a shoot, for instance, Mr. Warren said 75% of the people he sees may be Caucasian. “There is still very little diversity at the ground level,” he said. So Walmart is doing a pilot program in Chicago in the production space, taking junior-level people “under our wing.”
Mr. Rogers said Walmart’s increased focus on multicultural can also help make its suppliers smarter in that area. “We had a supplier who was convinced their audience was Caucasian women,” he said. “We were able to show them that 40% of their business came from multicultural consumers.”
Mr. Rogers drew a round of applause from the ANA audience when he quoted one of his marketing managers, Javier Delgado, as saying that in some companies you have to ask permission to do a multicultural program, but at Walmart you’d now have to ask permission not to do one.
How successful is Walmart’s intense focus on multicultural marketing?
Mr. Rogers said, “I don’t think we would have volunteered to come back [to speak at the ANA] if it wasn’t working well.”
