Wal-Mart Strategic Planner: Moms Don’t Feel Represented in Today’s Advertisements.

Citing a study that found that three out of every four mothers says she feels “misunderstood” by marketers, Wal-Mart’s lead strategic planner, a mother of two, said today’s ads aimed at moms have it all wrong.


“In every TV or magazine ad, the mom had it under control and was so perfect,” Katherine Wintsch told Forbes. “But I felt overwhelmed as a new mom. It was frustrating that the portrayal was so off.”


Wintsch plans to guide Wal-Mart to more effectively communicate with modern families because she says that “misrepresenting moms” is bad for business. (February 2011)