• by Barbie Romero , Yesterday

Shula Sinclair, Chief Strategy Officer, T&P, discusses why she chooses local influencers over celebrities, moving fast at the speed of culture, and more.

Do you prefer brand awareness or performance? What is your preferred marketing channel? In this series, we get to know past Insider Summit attendees and ask about their preferences.

Shula Sinclair, Chief Strategy Officer, T&P:  

• Celebrity Partnerships or Partnering with Local Influencers: Local influencers for better credibility. Though I wouldn’t turn my nose up at a star that was truly an authentic match for a brand and a moment.
• AI Integration or Human Touch: Human touch. Without it we are just regressing to the mean.
• Launch Fast or Get It Right: Launch fast. Optimize fast. Amplify fast. Respond fast. Move at the speed of culture.
• Unlimited budget or Perfect Targeting: Hard to argue with more budget. Neilsen and the IPA among others tell us that perfect targeting cannot drive the growth that adequate adspend can.
• Always Test or Stick to What Works: Always test - in media, in food and in life in general.
• Audience Driven or Full Funnel Marketing: Audience driven. We need to fit into people's paths to purchase in whatever shape they take.
• Always-On Campaigns or Tentpole Moments: Always-on but keep it fresh.

 If you’re interested in submitting content for future editions, please reach out to our Managing Editor, Barbie Romero at Barbie@MediaPost.com.