2010 March
Garcia Research Shares Ogilvy Award for Walmart Multicultural Campaign
BURBANK, California, March 31 -- The question: What would Hispanic shoppers want a company to do to impress them during Hispanic Heritage Month? That is what giant retailer Walmart asked Burbank, California based Garcia Research to find out with their nationally projectable Omnibus Study that uses both online and telephone interviewing.
The answer: Support education. So Walmart built a very impressive program with multi-million dollar donations to the most important Hispanic scholarship programs and educational development efforts across the US. Working with their agency, Houston based Lopez-Negrete, they produced an ad campaign celebrating this effort.
The outcome: Last Tuesday in New York, a gold David Ogilvy Award for Outstanding Achievements in Multicultural Marketing from the Advertising Research Foundation was awarded to Walmart and their research team including Garcia Research. Carlos Garcia was there to represent the firm: "This is exactly the type of work I wanted to do when I founded Garcia Research twenty years ago. I'd like to thank Walmart for giving us the opportunity to fulfill our mission -- to convey to corporate America what Hispanic consumers really want and need."
The real beneficiaries of this: As it should be, the real winners are Hispanic students across America.
More good news: Garcia Research's Hispanic Internet Panel, Cadacabeza.com, passed the 15,000 panelist threshold. Doing Hispanic research online has long been a challenge, and it was Garcia Research that successfully built a culturally appropriate community for online Latinos, offering useful and important information and networking opportunities at www.cadacabeza.com. For more information contact Roy Eduardo Kokoyachuk at 818-566-7722 x102 or royk@garciaresearch.com.
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