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.
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.