I agree with your points about Wal-Mart not translating to creative marketing, but something many news agencies are missing out on in reporting this is that he

I agree with your points about Wal-Mart not translating to creative marketing, but something many news agencies are missing out on in reporting this is that he used to work for Wal-Mart but is actually leaving Dreamworks, where he worked in global product distribution. So he has at least had exposure to creative content marketing. Hopefully that helps, at least in terms of recognizing creativity if not in producing it.