Wal-Mart has been able to boost its marketing budget significantly through an innovative co-op ad program in which partner brands like the "Madden 10" video game series and Unilever's Dove get prominent mention. "It seems like Wal-Mart has really nailed it, when you look at the integrations," said Jon Kramer, chief marketing officer of Alliance Sales & Marketing. "This whole 'Save Money. Live Better.' position just seems to fit with all these brands."