(Originally aired September 29th on LinkedIn Live.)

On today’s episode of Listen In, Matt Bretz chats with Amber Kazalbash, senior strategist at R/GA. Amber explains why brands are departing from a “biggest, broadest reach” approach and focusing more and more on niche audiences.

Amber’s influence online as a second-generation Pakistani American Muslim woman has given her personal insight on the marketing and professional opportunities of embracing varied identities in a connected space. She explains her background as an alumnus at Ayzenberg Group and her experience as a senior strategist, which she defines as understanding and building the connection between brands, their products and consumers. 

Amber also explores her work with legacy crafts retailer Michaels and explains how COVID-19 impacted her team’s ‘Made by You’ campaign in addition to describing the opportunities available to brands by acknowledging niche segments. Ultimately the conversation touches on the notion that indicators of unique expression have taken precedence over a focus on broad segments. Behavior is personalized and individualistic and we can lean on our own experiences to see this. 

About Listen In: Each week on Listen In, Bretz and a rotating cast of hosts from Ayzenberg interview experts in the field of marketing and advertising to explore uncharted territory together. The goal is to provide the a.network audience with actionable insights, enabling them to excel in their field.