VIDEO – Joi Tyrell from Campbell Ewald/Sociedad: “Break the Rules and Take a Chance to Make an Exciting Mkt Plan”

Multicultural shoppers are the fastest growing segment in U.S. retail. Joi Tyrell, SVP Director, Campbell Ewald/Sociedad talked about how multicultural focused retail and food brands are embracing the opportunity, during Portada's 11th Annual Multicultural Advertising and Media Conference.

On an interview during Portada's 11th Annual Multicultural Advertising and Media Conference, on September 14, we asked Joi Tyrell, SVP Director, Campbell Ewald/Sociedad about how to tell if you are a successful marketer.

"Success in marketing means sales. That is the ultimate ROI," she answered. But, she also added that in a more personal way, success is the journey and having clients who allow you to work freely and more creatively.

Feel free, break the rules, and take a chance to make an exciting marketing plan.

To those marketers looking for that success, she recommends: "Feel free, break the rules, and take a chance to make an exciting marketing plan."

We also asked her about when to choose celebrity influencers versus "regular people", and what she recommends for multicultural marketers to keep going. Watch her answers in the video below.

 

Ximena Cassab @xcassab

Ximena is a Swiss-Mexican journalist based in Mexico City where she specialized in business, and travel topics. Graduated from the National Autonomous University of Mexico (UNAM), she has worked as an editor at the magazines Expansión , Aire and Accent, from Expansion Group. Currently she is working with different media in Spanish and English independently. She is a passionate traveler who does not miss the opportunity to see a new place in the world.

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