According to a survey by the Association of National Advertisers, 47.5% of interviewed multicultural marketing directors think that multicultural advertising budgets are going to increase in 2008 compared to 2007, with exactly the same proportion expecting that the new media portion of the budget will increase in share. 7.5% of the interviewed executives think expenditures will decrease, while 45% think that they will stay the same.
Portada asked several executives about how their advertising strategies are shaping up going into next year and this is what they had to say.
Wal-mart: going more into local buys (radio, print, online geotargeted).
Agency (Media Buying): Starcom Media Vest
McDonalds: Increase of digital portion out of TV
Wrigley's: Increasing interactive portion. Mindshare is Media buying agency, Bravo, creative and planning (planning also done by Wrigley's inhouse).
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