Quiles' keen sense of cultural competency demonstrated how vital her point of view was to the effective marketing of products. Yaz Quiles is committed to meeting the goals of her clients with every event. "Even if you're working on the same brand, program, the way that you bring it into the market, like Miami, is very different than how you do it in Oakland because locally, we speak different languages." She collaborated with local experts because she knew the importance of capturing the nuanced voice of each regional culture. "So as an example, if we're working on a spirits brand, and back then it was urban programming, something that happens in New York is very different from what happens in Oakland, Miami, and Memphis it's just a different tonality and different vibe." "I realized that the conversations we were having at the table about the programs and activations that we were planning were being produced by people who were just not in the community, and I was able to lend that voice for them," she rapidly articulates. During her tenure, she often found herself as the only woman and person of color in meetings. So everything from advertising, marketing, promotions, content creation, all those things were developed during that time when I first started working in the agency world, and then from there started my own company," she says, detailing the trajectory of her career.īefore inaugurating her company, Quiles elevated her aptitude by working at a smaller agency for several years.
"All that work helped me where you can utilize all those skills and those tools you picked up and bring them to life. Later on, she worked at ESPN and had the opportunity to work on more significant events with radio stations, which opened doors for her to gain experience in promotion eventually leading her to start her agency. But I wasn't using the terminology at the time so that's how it started," she recalls.
"During this entire time, I was always doing talent and fellowship fashion shows and producing events. Yaz Quiles describes herself as an experience curator.
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