“My aim is to leave my mark on the world, one client and one campaign at a time.” This is Joycelyn’s end goal. Armed with over 15 years of experience in multicultural marketing which she has gained through operating her own marketing firm Joycelyn is leveraging her several years of experience both within the boardroom and outside to help harbor an atmosphere of “diversification“ as a Filipina Woman who grew up as the daughter of immigrants in Edmonton, Alberta, she has overcome many stereotypes that have stemmed from her being a double minority, as the result of gender bias since she was often the only Woman of Color in the boardroom.
Now that she has taken charge & has more than proven her worth & value as her company has been awarded over 49 times globally, with her latest being extremely significant as she was honored by the Global FWN 100 during the month that the US designates to honor National Filipino American History Month. She knows that there is power behind minority brands, as she lives by her personal Mantra “Multiculturalism is Mainstream”. Her mission is to help brands grow & capitalize on this very thing by building their multicultural base, products, and services, in a mutually beneficial way. In fact, a study conducted by consulting firm McKinsey found that companies in the top quartile for racial & ethnic diversity are 35% more likely to have financial returns above their respective national medians, so not only is embracing the practice of multiculturalism good for business, but it also makes perfect business sense.
Can you tell us more about how you founded AV communications and what it means to you? I am the second-generation owner, and since 2019 have been leading the agency. We are on a mission to increase representation for BIPOC and diverse audiences through marketing and advertising. This means investment in media $$ both on & behind the screen.
Tell us more about your educational background as you’ve graduated from two prestigious universities. I earned my Bachelor of Arts Degree with (Honors) from the University of Alberta in Edmonton, Canada, as well as my Master of Arts (Communications & Cultural Studies) from York University in Toronto, Canada.
How important has it been to represent well for your specific culture as well as other BIPOC in your marketing corporation?
Business is all about understanding customers & communicating with them about solutions. Any business today, working in a global & multicultural society needs to understand that culture shapes identity, and purchase decisions from consumers. My Mantra “Multicultural is Mainstream”, is a powerful declaration and I live by it every day by focusing on diversity, equity, & inclusion starting with my own companies.
Explain in more detail why multiculturalism is so important & good for business.
It is vital that future generations do not just see themselves reflected in society, but that they are also given access & opportunities to make a difference.
In what ways does your company give back?
We give back through Mentorship, Volunteerism, and corporate donations, these are all a part of our DNA. As a company, we are focused on Immigrant communities, Youth, Seniors, Sustainability, and Aboriginal communities.
How does it feel to be the recipient of the most influential Filipina Women in the world award from the Global FWN 100?
I am both humbled & energized. I am reminded that my actions are speaking louder than words and feel invigorated upon seeing other Filipina Women also being recognized alongside me.
Things have certainly not always come easily for Joycelyn David; however, she knows just as anyone else with life’s successes also come to their fair share of disappointments. She has been happily married for over 20 years, during which she had struggled with fertility issues & suffered a heartbreakingly devastating loss of a baby girl before being blessed with her miracle baby boy whom she loves to shower with love daily.
During this challenging time, she even contemplated giving up her career path altogether. Thankfully, she was able to rebound & come back fiercer than ever before. When the world was dealing with a bit of “downtime” as a result of the pandemic she even worked harder creating ETHNIHUB which she calls her proprietary- rewards based research platform which she believes will absolutely re-engineer the industry & change the game for multicultural marketing across North America. Joycelyn is driven & passionate about the work that she does & is clear about pushing culture forward not only her native one but that of all black indigenous people of color. She has taken a leap of faith to begin AVC & has not stopped leaping ever since on behalf of all who may have felt unseen or unheard across the board. If she continues to stay on the course that she is presently on as I’m sure she plans to, I know that she will undoubtedly be remembered just as she wants to be, as she is already doing just as stated at the beginning of this article making her mark on the world one client at a time, one campaign at a time & I would go so far as to say one human interaction at a time as I’m sure she has affected everyone whom she has come in contact with through her ambitious & dedicated spirit.
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