Walmart puts CEO in the spotlight

Ads featuring Doug McMillon aimed at changing shopper perception

It's been just over two years since Doug McMillon took the helm of Walmart's operations.

And rather than hide behind a desk and paperwork, the company has decided to put the 49-year-old at the forefront of its marketing efforts.

In a 30-second TV spot that began airing in July, McMillon takes centre stage, shown wandering through Walmart's aisles and scanning through his Instagram account.

"A lot of folks like to share stuff, but the reason I share is that I am proud of the people I work with. That's why we're investing $2.7 billion over two years in training, education and higher wages," McMillon says in the ad.

McMillon is an active social media user, with over 14,000 followers on Instagram and 53,000 "Likes" on Facebook.

In Canada, it's not uncommon for grocery retailers to put their CEOs in front of the camera. Galen Weston Jr. of Loblaw is featured in many President's Choice ads, while Darrell Jones is infamous for his "Darrell's Deals" promotions.

Read the full story here.

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