“I Want Her Job” is a new column written by Kimberly Wilson that will profile women of color who are doing cool jobs and running interesting businesses. Is there someone you think we should include? Email the business editor, Tonya Garcia, at email@example.com.
There are very few problems that Tuwisha Rogers can’t solve. As founder of Wish Factor Consulting she is charged daily with providing strategic counsel to a variety of national advertising clients. Her company provides integrated marketing strategy development and project management with an expertise in reaching African American, Hispanic, and urban consumers. Want your client on BET? She’s done it. Want an integration at ESSENCE Music Festival? She’s done that too.
But, that’s not it. Rogers has lent her talents and managed multimedia integrated marketing plans for brands such as My Black Is Beautiful, Microsoft, Black Enterprise, Procter & Gamble, and most recently launched OraQuick’s successful large scale national marketing campaign. Coming from the “School of Steve Stoute,” it’s no surprise the former Translation agency “graduate” has found success in multicultural marketing.
In this interview with MadameNoire, Tuwisha Rogers talks about the challenges of entrepreneurship, why multicultural marketing is so vital and how mentors have helped her in her journey.
Madame Noire: What inspired you to start Wish Factor?
Tuwisha Rogers: The love for creative problem solving and bringing creative solutions to the table. Over the past 15 years I have had the opportunity to work in various parts of the industry from PR, to advertising agencies and media companies. In this time I had great success developing 360 marketing plans that are relevant, engaging and most importantly, deliver ROI. What do you do with a resume of working with brands and creating and executing strategies? You start a niche business. It seemed to me it was the next natural step to develop an agency dedicated to developing creative integrated strategies and plans. In addition, we are here to bring a capability that some agency may not have to the table. So we are not an independent agency, more than one that looks for partnerships and collaboration.
MN: Do you feel as though carving out a niche for yourself in the African-American advertising space is detrimental to your business growth?
TR: Does this put you in a box? Not at all. There is plenty of opportunity in the AA/ Multicultural market. The market share and depth of these communities offer various opportunities for brands to engage and find their place in the nuances and lifestyles of these consumers. Likewise, the dollar is growing, as is the population. Lastly, there is still work to be done in this market. Over time, brands are beginning to see there are subgroups, subcultures and layers to the multicultural market and experts such as Wish Factor are vital to relating, reaching and engaging these consumers.
MN: What have been the challenges of starting your own business?
TR: As one of my colleagues so eloquently put it on her business cards, “CEO: Chief Officer of EVERYTHING!” This is more than a 9-to-5 this is your livelihood, life, passion and when you first start out, you are wearing all the hats, CFO to janitor. It was imperative that I found a team that believed in the vision and master time management.
MN: How have mentors helped you along the way?
TR: OH, of course. It is because of great women and men that I am able to have the guts and faith to start my venture. I still draw on the wisdom of my mentor and friend Dr. Randal Pinkett. He has taught me so much about management styles and the importance of greatness, perseverance and how to be true to yourself. In addition, I remember the lessons Steve Stoute shared [at Translation] on creative solutions and thinking outside of the box. Both have shaped the business woman I am today.
MN: Do you believe the notion that black women do not support each other to advance their careers professionally?
TR: I would not like to and personally I can testify that statement not to be true. On our current campaign for OraQuick, we are like Beyoncé on tour… an all-girl band. All of us are women of color that have grown closer, forged friendships, mentorships, trust and a bond that I believe is the magic behind the campaign. I think this was possible because we are all honest, fair, open and was not afraid to share. We all embraced the fact that there is enough for all of us to make money and shine. My wish is that this trend continues and that we continue to work on various campaigns together and bring more sisters along for the ride.
MN: Knowing what you know now, what advice would you go back and give your 21-year-old self?
TR: Enjoy the journey Tuwisha. Some of your best moments are not in the future but in the present. Celebrate the small things so you can appreciate the larger later. Value the gift that you are and never compromise.
MN: What’s next for you and your business?
TR: We have all intentions to grow and become a global business. This will include campaigns and programs that will connect and touch communities that are separated by miles of water and land. Our vision by end of year is to obtain at least four new clients, secure property and begin a foundation. I know they are big plans…but that is ok, because we are shooting for the moon and time as shown me, that I always land among the stars. And it’s not a bad place to be.