Tony Rogers

Wal-Mart 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, Wal-Mart's senior vice president of brand marketing and advertising, told the audience at the ANA's Multicultural Marketing and Diversity conference on Tuesday in Miami.