Walmart has hired its first chief creative officer. Jean Batthany will report to Walmart CMO William White. Formerly, Batthany worked for a Disney agency that manages the park experience and consumer products. The hire is part of Walmart's ongoing effort to adapt to the times while leveraging its strengths through experiential activations.
The pandemic changed marketing, perhaps in ways that will endure long after the crisis has abated. Walmart was at the forefront of retail's innovative solutions to the marketing dilemma. Now, the retailer is looking for ways to build on the success it found with the experiential activations of the last year.
With the Batthany appointment, Walmart appears to be building on some of the new experiential tricks learned during the pandemic.