Focusing on inclusion is of absolute, critical importance

[nishat@264]

DEI isn't just a fancy corporate buzzword – the content we marketers put out into this world can either reinforce stereotypes or ideally, can help break them and help more people feel seen, valued, and included. The best part? It's *great* for business. Virji shared an example of how she applied this to her creatives. Also, as an example of the business opportunity, she discussed Rihanna's Fenty beauty campaign.

Virji mentioned that the focus should always be on authentic stories that ring true. As an example, she discussed Jay Leno’s interview of Rita Wilson. Wilson discussed the movie ‘My Big Fat Greek Wedding.’ She knew it would be popular with the Greek community, but then was surprised how widely it resonated. Virji credits that success to having a story about a specific community that had universal truths, so everyone could see themselves in it. “I totally have an aunt like Aunt Voula,” she said.

Lessons (with stories) from bzb directory people she collaborated with
Virji also shared lessons she learned from the people she collaborated with.

The best performing marketing can come from aligning with Sales folks
via Drayton Bird, Director of Drayton Bird Associates

Virji said that Bird has been a mentor to folks like Rory Sutherland, and she considers him one of those fathers of advertising and direct response marketing. She shared a story of Bird's about how they pretended to be a prospective customer, rented out a flat, and then turned the salesman's pitch into what would be top-performing content that remained unbeaten for over a decade.

Make the case for resources on a project to get leadership buy in
via Brinda Mehta Malvi, VP of Product at Everly Health

Virji shared how Malvi’s advice helped her turn a broken relationship with her manager into him becoming a huge sponsor and advocate of her work, including allowing her to take a small program and turn it into a global, X-segment, X-functional behemoth.