[00:00:00] Donny: Many of the most memorable brand campaigns have been driven by cutting edge marketers who are driving innovation in massive growth for some of the most beloved brands. This season, we’re getting a fresh perspective and highlighting women, marketers who are making an impact in both crypto and mainstream brands as always we’ll discuss the most pressing challenges and opportunities facing our industry.

[00:00:25] While uncovering the brave marketing moments that have led these marketers to where they are today, hosted by brave software and me Donny Devor.

[00:00:38] You’re listening to a new episode of the brave marketer podcast. And this one features Quin Mai, who is the founder and CEO of culture, a digital creative agency that helps their clients confidently embrace the near future. She has worked with global brands like Sephora, Nike, H and M Google L’Oreal, Yeezy and Ferrari, and directly with taste makers who have been at the forefront of culture change, including Kanye west, Kylie Jenner, Angelina Jolie, [00:01:00] Annie Leitz and Jennifer Anderson.

[00:01:02] So a lot of great names. As culture’s leader Quinn has steer the company to win two clear awards, three Herme, creative awards, a web award, and included in campaigns, 40 over 40 digital innovators. I think you’re really gonna like this episode because we discuss how culture is changing quickly from gen Z and what that means for brands in order to be successful on platforms like TikTok, the metaverse and Twitch.

[00:01:23] We also talked about the power of user generated content and what it means to be a brave marketer right now and into the near. But before we hop into today’s episode, we wanna highlight our brave pick of the week. And this week we’re gonna be talking about one of, what one of did was they had notorious B I G on there.

[00:01:38] And it’s a whole NFT platform. So I encourage you to check out one of that’s O N E O F. and they used our sponsored image and some of our. tactics , for this promotion and with no further ado now is this week’s episode of the brave marketer [00:02:00] Quinn. Welcome to the brave marketer podcast. How are you today?

[00:02:04] Quynh: I’m great, Tommy, how are you? I’m

[00:02:06] Donny: doing well. Thank you. Thank you so much for being on. So you are founder and CEO of your agency culture. Can you please just give us an overview of culture for those who don’t know?

[00:02:16] Quynh: Yeah. You know, I actually founded my company over 11 years ago, which seems like such a long time when you realize that that was when the iPad was just launched.

[00:02:24] 11 years ago, so much has changed. And we actually just went through a name transformation. We were called for, you know, 11 years moving image and content. And I change it to culture with a queue, a nod to, you know, my name Quinn, but also a nod to the fact that culture is changing so fast and brand marketers and brands have to.

[00:02:44] Participate in culture because they’re no longer making culture. They have to be a part of it. Mm-hmm . And that there’s so many subcultures out there. So many niches on TikTok or Instagram or Twitch that you really have to start understanding people and communities in order to [00:03:00] be effective today. So we are a digital creative and marketing agency.

[00:03:04] We’re based in Brooklyn though. I have to say, now we’re based everywhere because we’re mostly remote, but we work with a lot. Fantastic brands like Google, Cody group, Mark Jacobs, L’Oreal Jaguar, Kanye west, a lot of really, really fun brands who trust with their marketing and their, social media.

[00:03:24] That’s

[00:03:24] Donny: amazing. How many different clients do you have?

[00:03:26] Quynh: , the world that we live in now is, all project based work, you know, mm-hmm , but we do have clients that stay with us for a long time. I mean, Cody, for example, we’re in our six year with them. So I would say on average, we’ll have about 15 clients at a time.

[00:03:39] You know, they rotate in and out based on the projects. And now, you know, people are becoming a lot more seasonless, right? It’s not just about fall and spring, but it’s throughout the year. So it really, you know, waxes in wanes. But I would say that we have a steady 15 to 20 on an ongoing basis. Gotcha.

[00:03:54] Donny: And what’s the most exciting project that you’re working on, right.

[00:03:57]

[00:03:57] Quynh: Well, obviously the most exciting are the ones I can’t talk [00:04:00] about. ah, but I can say that, you know, we were really lucky last summer we started playing, , in what now is called the metaverse it wasn’t called that last summer, when we started doing that sort of work and we’re really deep in that right now.

[00:04:13] So we’re doing some fun metaverse projects for. One of the top car brands in the world, which makes it really funny cuz you know, I’m not like a big Carion auto, but we’re working with them to bring them into the metaverse also one of the biggest active wear brands in the world. We’re helping them go into the metaverse.

[00:04:27] So those things are really interesting because I get to learn I’m on the edge of learning as the world is learning and that’s what makes my job really fun. Those are the fun projects where you. To have to be brave, you know, and not to share a podcast mm-hmm , but you have to be really bold and sometimes not know a hundred percent what you’re doing, you know, and figure it out as you go and learn as the world is learning.

[00:04:48] And those are the most fun projects for me, but you know, those two, metaverse ones , are the most interesting. And then, you know, obviously to, you know, we’ve been really quite. Fluid with TikTok since [00:05:00] 2018 and to see how much it’s grown makes me really excited. You know, it’s just really ushering a new form of communication.

[00:05:07] Donny: Yeah. So what would you like example of something you’ve done in the past on TikTok?

[00:05:10] Quynh: Oh, we did this really fun project in January for a brand called philosophy. And for those who might remember, it was a huge skincare brand, like in the nineties, you know, two thousands. And, with Cody, we created this hashtag challenge called boost of hope, and it was really simple.

[00:05:24] Right? You were prompted to do a duet with, you know, a group of women. On one side, you were prompted to say a few things. And on the other side, these women cheered for you, like screen for you, they would say, all right. All right, you’re doing great. You go, you go, we had. Over 14 billion with the B views. And it was so amazing because it showed you could collaborate at scale with TikTok, right?

[00:05:47] Like it’s not about you pushing a message out anymore. It’s about you tapping into gen Z’s mindset, giving them something to do, giving them a, strong call to action, making them the star. Of your campaign [00:06:00] and giving them the microphone, no pun intended and giving them the space to really express themselves to be creative.

[00:06:07] And that was really, really fun. You know, it was a huge investment for Cody to do. It was a huge investment for the brand who had never been on TikTok before, but really for us, it was really understanding that community understanding what made them tick. And the hashtag challenge was called boost of hope.

[00:06:21] And it was perfect because it was the new year. People were thinking about what they hoped for the new year, what their wishes were, what their resolutions were and it just, you know, right. Message right. Project, right time. And it just blew up. It just. Totally viral. And I think that’s, what’s really interesting about TikTok.

[00:06:37] You know, it’s, it’s really the only channel today online where you can still go viral. You can’t really share on Instagram, the Facebook. Mm. You go viral. Unfortunately for the wrong reasons. These days on Facebook, YouTube, no Pinterest, no Twitter. You can. But again, usually for the wrong reasons, to go viral mm-hmm so it’s one of the, few places where brands can really, you know, put a dent [00:07:00] in culture.

[00:07:01] Donny: Yeah. So you have this tagline helping clients enter the near future. So we talked about the, metaverse talking about TikTok. You can talk about those again, but what else is in the near future? I

[00:07:11] Quynh: think that people don’t understand that there’s this huge wave coming that you know, is really , the gen Z wave.

[00:07:16] And I know we remember those of us who worked when, millennials came up. I think a lot of people said, well, you know, millennials, they don’t have a lot of money. They have so much debt. Don’t worry about them. We’ll, you know, we’ll wait for this to pass. And I think what I see with gen Z.

[00:07:31] Double in size, not just in their spending power and their population, but their mindset is so different from millennials and so different from gen X, which are, you know, frankly, the people in power right now, right? The people who are in their fifties, you know, are the ones who are running corporations and running, in C-suite executives.

[00:07:49] But the near future for me is defined as. Not so far ahead that nobody knows what you’re talking about and not today because you’re behind, but what is about to happen next. And when I [00:08:00] see the things that den Z are changing in society, and it’s not just, humor is changing because. Gen Z have a little nihilistic sort of humor.

[00:08:10] The color palette is changing. Who wants to look at, millennial pink anymore ever again, mm-hmm portraiture is changing, right? Like the idea of taking perfect selfie seems so passe, right? Like who wants to look great in a selfie anymore? But then their value systems, you know, diversity, inclusion, fairness, climate change, the, all these things are giant, giant changes.

[00:08:30] And it’s funny. I have, a friend who’s an astrologist who said, you know, this is the time in the world where. Pluto is entering Aquarius. And the last time that happened was during the French revolution and the American revolution. So this huge seismic change is happening right now. And I feel it, you know, just being somebody who’s looking at TikTok and Twitch and discourse, I’m seeing that, people really changing what they want is changing, how they act, how they behave is changing.

[00:08:55] And I think that’s the next big tidal wave that we’re seeing. And it’s really starting. Hit [00:09:00] every single part of society, obviously, you know, civil rights, women’s rights. Of course, that’s really fueled a lot by gen Z. Social media TikTok is changing. You know, we have a class that we’re teaching this fall called, TikTok is the future of everything because it’s actually changing everything.

[00:09:16] Mm-hmm . So, you know, I think in aggregate the changes that gen Z are pushing for are going to be. staggering, and really revolutionary, I think for marketers, for society, you know, look at how young gen Z are changing China policy in Hong Kong. Right. Like it’s just staggering. What’s going to be happening in the next few years.

[00:09:35] Donny: Yeah. How do you put your, like, how do you stay in touch with gen Z? How would you define that? What’s the age

[00:09:40] Quynh: group of gen Z. It’s like 14 to like 24 right now. they’re just entering their workforce. They’re just out of college Uhhuh. And so

[00:09:46] Donny: how do you put your pulse?

[00:09:48] Quynh: Well, you have kids, right?

[00:09:48] You have three kids. Yeah. You know, I’m lucky enough to have two, preteen kids. So I learn a lot from them. Uhhuh. I learn, a lot from trolling TikTok, Twitch, discord, you know, like [00:10:00] any lurker, a good lurker mm-hmm but really the secret is having really outspoken, smart gen Z team members who are willing to tell you what’s good.

[00:10:11] And what’s not. I’ve had things rewritten. somebody in my team will say, you know, that, doesn’t sound right. Can we rewrite that? Can we change that? And you know, this is somebody who’s 23, 22 out of college who has the, incredible spirit and bravery to say that they’re, you know, older employer, Hey, I don’t like that.

[00:10:28] And I think it’s really important to surround yourself by outspoken gen Z team members who will really tell you and teach you what’s happening and help you stay abreast of what’s going on.

[00:10:38] Donny: Have you been able to convince clients to approve a project that has never ever been done before?

[00:10:43] Quynh: I don’t wanna sound cocky, but all the time, all the time.

[00:10:46] Yeah. That’s great. You know, I think because our positioning is near future is self-selecting right. like somebody who comes to us is not interested in, you know, traditional marketing or traditional digital programming. I think what gets people [00:11:00] excited is to have an idea that’s ever been done before, but is totally plausible, you know, that you can point to it and.

[00:11:07] Though, this has never been put together like peanut butter and chocolate. You’ve seen the chocolate, you’ve seen the peanut butter. You can imagine how this could be put together in a way that would make sense. So it’s not so far out of the stratosphere, like I said, not so far in the new future that it’s hard to comprehend, but there’s enough pieces that you can wrap your head around it and say, there are these different elements in the world that I’ve seen before.

[00:11:31] I’m putting it together for the first time for you. So it’s not as scary as it sounds, but it needs to be innovative because I think today, you know, Donna, I don’t know if your kids are into TikTok, like most, but it takes a lot, you know, it takes a lot for, for a brand to be entertaining, to cut through. So you almost have to be innovative today because otherwise, you know, it’s boring.

[00:11:52] And nobody’s gonna pay attention to you and you’re competing with your kids doing a TikTok dance. I mean, come on or telling a TikTok joke, like [00:12:00] how you gotta compete against that,

[00:12:01] Donny: right? Yeah. Or you get in them, we’ve done a lot of toss over COVID together, you know?

[00:12:05] Quynh: Yeah. You’re the cool

[00:12:07] Donny: dad. yeah. A lot of like dances and stuff, you know, like whatever it was trending we would do it together.

[00:12:12] Yeah. This podcast is obviously all about brave marketing moments. Tell us about your brave marketing moment. What kind of strategies and tactics did you use for that?

[00:12:19] Quynh: Well, you know, I think it’s important. And I have to say, I feel like I’ve reinvented my job a couple times. Right. I reinvented it. When iPads came out, I reinvented it.

[00:12:28] When Instagram overtook Facebook, I had to reinvent my job when. TikTok is taking over Instagram and now the metaverse right. So, you know, as a marketer, you have to keep reinventing yourself and keep learning because things move so fast in terms of, you know, a moment of bravery. I mean, the one that I will remember forever, that.

[00:12:48] I lost about, eight pounds that week and didn’t sleep was working with the phenomenal Kanye west. Right. You know, he is brilliant. And I was so lucky to help him launch a life of Pablo. I mean, [00:13:00] this is a couple years ago, but I, remember this moment as a moment when I. Felt so proud of myself, not because I was working with Kanye west.

[00:13:06] I mean, that was amazing. Don’t get me wrong and to do something that was culturally so relevant. You know, people remember that moment when he unveiled life of Pablo and Madison square wire, most people remember that, that moment in time, but it was really more the ability to work. So quickly we had about, you know, Kanye doesn’t make up his mind very quickly.

[00:13:25] Mm-hmm so we had about 10 days to pull off this major launch, where we live streamed into cinemas all over the world. It was 765 cinemas. And from Australia. Russia at that time, London, Paris Milan all over the us and fans could buy a movie ticket and come to the cinema and watch the, global live listens party for a live and Pablo.

[00:13:48] and why that was brave is to your point, it had never been done before people have streamed into cinema. People had live streamed, but nobody had live streamed into cinema, you know, mm-hmm so again, that peanut [00:14:00] butter and chocolate thing, you take one thing that’s been done another, and the hypothesis is that it will work, but that was a crazy week.

[00:14:07] You know, we had very little time. Kanye is still one of best clients I’ve ever worked with because he is. Difficult to please, but if he believes you have what it takes, he gives you a project and he completely leaves you alone. That’s awesome. If you mess up, you will never, ever hear from him again, or his people ever again, you are dead to him and his team, but if you do well, you continue to work with him.

[00:14:30] But you know, it was really those 48 hours leading up to Madison square garden were a brave moment because we had never been and never been done before. We had to deal with things. Clouds over Sydney, Australia that might knock out the satellite. We had to deal with the fact that the volume was too high at Madison square garden.

[00:14:49] So it was, you know, the, the ground was shaking. So it was cutting out the satellite of course, many, many different personalities, but the reason why that was a brave [00:15:00] moment for me, it. Marketing and troubleshooting in real time, you know, you didn’t have a chance to think you didn’t have a chance to go into a focus group or problem.

[00:15:11] So in that moment you had to, you know, really think about your raw intelligence and instinct. And that moment really taught me forever more how to work so quickly and work at the speed of, you know, culture at large, because. If you wait too long, the moment has passed, you know? Yeah. And so you have to today not only be a great marketer, but it be so fast.

[00:15:33] You know, we talked about the metaverse before Danny, like what we did in the metaverse last. July for Kylie cosmetics for Kylie Jenner, we would never do today. It would not happen today. What did you do in the metaverse? We launched, Kylie cosmetics and we created, you know, her own sort of, you know, metaverse experience where fans can enter, you know, a Kylie world look around play games, look at makeup that she.

[00:15:56] design on her own avatars that she had, you know, worked with [00:16:00] us to build. She was the creative director. So we created this, metaverse environment, this gamified environment where you can come in and participate in the community, chat, meet other people. And again, I think today I would not build something like that.

[00:16:11] Right. I would do something in a metaverse that already exist, you know, in the land. But you created your own metaverse for

[00:16:18] Donny: her. Yeah. Yeah. What, what metaverse would you choose now? Like what platform. I think it

[00:16:23] Quynh: depends on what you wanna do. You know, I think it depends on who you, what are the top ones I would say to central land is, probably the one of choice right now because that’s where they’re being very smart.

[00:16:33] They’re building events in central land, and I’m sure you’ve heard about it because Snoop dog bought land, you know, all the big brands land, but what they’re doing, that’s really smart is just like any public arena, right? whether it’s a mall or a stadium, the reason people flock there is because there’s an event, there’s something special going on.

[00:16:53] You don’t just walk by, you know, on your own, maybe a mall, you might pick up something, but today you go to a mall for a [00:17:00] special reason or, a special occasion. And what they’re doing really well at decent land is they’re creating events. That you can come and participate in, and brands are creating events there.

[00:17:10] People are creating events, they’re creating events, you know, they created decent and fashion week, for example. So I think, you know, have to just be willing today to come up with idea, execute it. And then. Drop it right. Move on to something else even though you spent so much time and energy and mind share, figuring it out, you have to be ready to like drop it and move on.

[00:17:32] And that’s what I’m seeing right now with, you know, the Instagram TikTok divide, which is people have been spending the last, you know, 10 years or so building up their Instagram and brands are just not ready to let it go. Even though it’s not working the same way, even though engagement is really super low, they see keep doubling down on Instagram right now.

[00:17:51] And it’s time to just sort of, spread your, communications widely. I mean, I saw this with Facebook, right? When Facebook stopped being effective for [00:18:00] brands and it moved to Instagram, it took. Brands years to actually let go of Facebook and move into another platform. I’m seeing that now, you know, it’s just, human nature, right?

[00:18:08] You don’t wanna let go of something. You spent so much time and energy building, but today being a brave marketer means you do, right? Yeah. You can spend all this time. Gaining expertise, but the minute it’s over, you know, I say this to my husband. We always have to leave before the party’s over leave while the party’s good.

[00:18:25] Right. And you have to do the same thing as a marketer leave while the party’s good. If it’s not working, you gotta move on. Even though you build a 50 person team based on that thing, you gotta just, move on, which I think is so scary for marketers today to do, you know, cuz we spend our time trying to be experts and every other day, every six months you have to reinvent yourself as a marketer.

[00:18:46] Donny: Yeah, I mean, but the thing is, is that you can carry on the lessons that you’ve learned from the last platform. So you’re not always starting from scratch that’s one. Absolutely. And number two is that sometimes these platforms and the opportunities last for longer than six months, You were doing stuff on Facebook probably for years and [00:19:00] years.

[00:19:00] Same with Instagram. Same. Now you’re talking about TikTok for so long. Totally. metaverse and they, overlap each other. So just because, you know, you’ve moved on to the next thing, but you can probably still have your, you know, secondary and tertiary campaigns on the other platforms. Yeah. Yeah. So it’s not all for nothing that you’ve like, you know, spent all that time there.

[00:19:16] Quynh: Thank you for saving me on that. That makes me feel a lot better, Johnny .

[00:19:20] Donny: Yeah, yeah. Yeah. And then do you always have to do something custom in the metaverse or would you ever consider an opportunity where you were doing something that was more like a cookie cutter? Like I have this idea of like a metaverse ad network where like a brand could come in and they could buy like, a billboard on a building, but in all the metaverses all at the same time.

[00:19:39] So they would have some scale and you’d have to like do one thing for only decent land. You could have some scale across all the metaverse platforms.

[00:19:47] Quynh: Absolutely. I think that’s gonna happen for sure. Because you know, renting is better than owning in the metaverse right now. Cuz again, you don’t know who will come out on top and yeah, I think everyone’s waiting to see what meta does.

[00:19:58] What’s Meta’s metaverse going to be [00:20:00] like right. They might crush everyone else. who knows? So I think you can do that. you can rent, you can borrow. I mean you can even, you know, I was talking to somebody today about like, you know, you could actually even. Pay avatars in the metaverse to wear a t-shirt with your logo on it and to be, you know, billboards for a brand, you know, wear like a cool t-shirt with a saying on it or a, call to action.

[00:20:21] I think there’s so much that you can do to scale. I think to your point right now, when it comes to the metaverse, we’re still in early stages, you know, we’re still in that, you know, in like the hype cycle, still discovering our way. And it’s about testing and learning and gaining those skills because, you know, again, you know, you and I saw this through, performance marketing through Instagram, Facebook, Twitter, if you don’t come early on and have that expertise either as a marketing agency like us, or even as a brand, it’s just hard to catch up.

[00:20:52] it’s really, really hard to catch up. And then at a certain point, it’s hard to hire the talent. You know, the talent who really understand that [00:21:00] platform don’t wanna work for a brand or an agency that is not top in class. So you end up in this terrible cycle where. You didn’t experiment early. You don’t have the skills, you can’t get the talent and then you’re more behind.

[00:21:11] Right? Mm-hmm I mean, that’s, what I’m seeing a lot with our European brands. You know, even though they’re some of the biggest brands in the world with the, biggest names, they can’t hire the top digital talent because top digital talent, you know, are going to Nike or apple or the metaverse. Yep.

[00:21:27] Donny: How are . You leveraging collaborators paid and unpaid, you know, volunteers, user UDC, user generated content. How does that working in your world?

[00:21:35] Quynh: Well, I think that it’s the. Least utilize of all the tools for marketers. You know, I think that we are still in that mindset where as an agency, most agencies want to make something, you know, we get paid on production, right.

[00:21:49] We get paid when we make something, whether it’s physical or digital or both. So we’re so used as, you know, marketers, even digital marketers to make a piece of content, make. Something on [00:22:00] TikTok, make a digital good or service, but the real. underlying engine of the internet is people.

[00:22:08] And when you can tap into them, actually making things on your behalf or participating with you to make a campaign, then it’s incredibly powerful. You know, I mentioned the, hashtag challenge for philosophy, which, you know, got, you know, billions of views. We did another one for Mark Jacobs called perfect as I am where we asked people to tell us.

[00:22:28] What makes them perfect, and how perfection is imperfection. And that got something like 10 billion views. Before that we had done a project for girls who code, where we had, you know, again, this is a moment where you leap Hopefully it will work, but we created the first digital March ever for young girls, because we came up with the insight that, Hey, if you’re a young girl, you can’t March on Washington or New York city, right.

[00:22:51] You might live far away, Darn it, you go to school, you can’t take time off of school and maybe your parents don’t have the same political beliefs you have. So [00:23:00] what do you do to, you know, be an advocate for your cause? So we came up with this idea called March for sisterhood, where we said, look, March for what you believe in.

[00:23:08] All you have to do is take a picture of yourself, marching, hashtag March for sisterhood. We’re gonna compile it together to create the biggest digital March ever to harness the power of UGC. You know, I think. In the old days of Instagram and selfies, you could say, Hey, show us a picture of you in that cute dress or show us a picture of you eating our product.

[00:23:26] But I don’t think consumers want to do that anymore. They don’t wanna show for brands, but they will be a part of a cool cultural moment, a cool collaboration where you can again, give them a call to as action and get them to feel like they will belong to something that they’re co-creating with you. and in that that’s when you hit.

[00:23:45] Millions and then billions of views and you get that ground swell that is bigger than the brand could ever do. Right? Like, you know, even if you had the money to buy billions of views, which very, very few brands have, how do you [00:24:00] know that people are even looking at it? You know, and I always joke to say, you know, to brands that look U GC user generat day content is better performing online than any other piece of content.

[00:24:10] Unless you’re Kim Kardashian, like she does beat user Germany content. She does, you know, get that moment. But for the most part, U GC trumps anything. Any brand can ever do. Well, it’s word of

[00:24:22] Donny: mouth about marketing. It’s WM, you know, it’s like, yeah, what’s better reading a review about a movie in the newspaper or online, or your friend telling you like how incredible the movie is and you should go check it out.

[00:24:33] Like, yeah, the latter is just so much better.

[00:24:36] Quynh: Yeah. and the way that TikTok is changing things is, you know, it’s being used as a search engine, right? Like if you’re thinking about buying something or you need advice on something, you’re searching TikTok, the way you used to search YouTube, right?

[00:24:47] You used YouTube and say, what is the best, blah, blah, blah, or Google? What is the best, blah, blah, blah. But now you’re doing it. Exactly to your point on it on, TikTok, because that’s, you know, world of mouth marketing and you see a quote real [00:25:00] person showing you a real product in real life. And that’s so much more effective than, you know, a slick campaign, even if it’s a perfectly shot, 15, second vertical video campaign that, you know, amazing agency did.

[00:25:14] So I think there’s gonna be this shift to people, a shift towards, you know, people powered content and storytelling. Of course, you have to have great product. You have to have great call to action, but I think there’s gonna be a real shift because that’s what people want. And I’m sure, like, you know, you were talking about doing TikTok videos with your kids.

[00:25:32] I mean, how engaged were your friends, how engaged were those videos compared to anything else that you saw? I mean, we’re really entertained by real people. And I think COVID really stripped away that idea of perfection and, you know, we want to see the real person, the, the vulnerability, the mismatch.

[00:25:51] Socks. the bathroom that actually is dirty, not pristine and perfect. You know, we wanna see that imperfection now. Yeah.

[00:25:59] Donny: Well, this has been [00:26:00] great. Can you nominate another brave marketers to be on our show? Mm

[00:26:04] Quynh: she’s probably been interviewed so many times, but Deborah, yo, the CMO of Sephora is for me, somebody who I’ve known for many years, who.

[00:26:14] Even though she works for such a huge, huge brand continues to take. Big risk working in a giant organization. for me as an Asian woman, a immigrant, it’s so hard to cut through in this industry, right.

[00:26:30] To then also work at the top with brands. So as one engine, female to another, and seeing her there, I feel such pride for her. You know, obviously she went to some fantastic Ivy league. She’s incredibly smart, but you know how it is. I, it’s actually hard, harder when you work in a big brand to be innovative because you’re pulling this giant ship behind you.

[00:26:52] It’s easy to innovate if you’re in a DTC, right? Like, of course, you know, you have like three people to ask, but when you’re steering [00:27:00] a juggernaut like Sephora, Deborah, again and again, you know, just really. Wows me. She was the first to bring in, diversity inclusion way back when she brought in user generated content, she brought in community fi she created event marketing.

[00:27:15] She did house of Sephora, which was an event that they created in LA. She continues to innovate. So she’s, definitely one and a shout out to my, Asian sister at so far there.

[00:27:25] Donny: nice. And Quinn. How can people get in touch with you if they want?

[00:27:28] Quynh: Yeah, just email me at Quinn, Q U Y N H culture with a q.agency.

[00:27:36] So, you know, hit me up or hit me up on Instagram at Quinn NYC. culture with a q.agency is our website. So nice love, doing projects, but love giving advice, love talking. So happy to be of help of anyone who’s out there thinking about these things.

[00:27:51] Donny: Awesome. Well, thank you so much for being on you were an excellent guest with excellent answers.

[00:27:55] So we

[00:27:56] Quynh: appreciate it. thanks. Same here.

[00:27:59] Donny: [00:28:00] thanks so much for listening to another episode of the brave marketer podcast.

[00:28:05] Four quick things before you go, number one, if you like what you’ve heard, it’d be really awesome. If you’d rate us or write us a review on your podcast player, and if you didn’t like what you’ve heard, then don’t worry about it. Number two, if you would like to advertise to Braves 60 million users and have a budget of $10,000 or more simply email us at.

[00:28:27] sales@brave.com that’s ad S a L E s@brave.com and let us know you’re our podcast listener for 25% discount. Number three, musical credits. Go to my brother, Ari Devorne and finally, number four, go use brave@brave.com and we will see you next time on the brave marketer.