Mi Vida as a Planner

There is no better time to be a Latino in the U.S. than during the holidays. Oh my, the food, the drinks, the different customs, the singing, the parties, all overloading my senses and filling my stomach and soul.   Latino parties are big, loud and just keep going and going, sometimes until El Día de los Reyes Magos (The day of the Three Wise Men).   Having family and friends from all over Latin America means that most of my weekends during December are booked solid. Being part of different holiday traditions, rituals, and customs is a true celebration of Latin American diversity.    A Posada celebration one day, a Novena and villancicos the next, an Argentine asado with pan dulce another day, and a parranda Boricua style the next. In a span of just a few days, we go from a mix of Cumbia, Salsa, Tango, Bomba, Gaita, Plena, Son, Merengue and more…whoosh…no resting for us! While traditions vary from country to country, and even home-to-home, Christmas is the one time of the

I feel like a different person when I speak in Spanish then when I speak in English. Being a child raised in both Latin America and the U.S., both languages have always been a central part of my life and my identity. Spanish ruled my life during my early, formative years, while English was at the forefront during my later, school years. It wasn’t always easy or as simple as it is now to switch from Spanish to English. As a young child, I would commonly mix Spanish and English to form new words like “glasso” (glass in English and vaso in Spanish) or start my sentence in Spanish only to finish it in English. But one thing that has always been clear is that Spanish is the language of home, of family, of love.   English is the language I learned outside of the home, taught to me by others. As a result, my Spanish self has always been more passionate, more spontaneous, more earnest, and more alive. Spanish is the language that comes more natural when I’m overcome by excitement an

During this time of the year, Halloween always steals the show. Horror movies dominate the entertainment industry and consumers go all out with decorations, candies, gory costumes, and Halloween parties. But one tradition that goes more unperceived is Día de los Muertos (Day of the Dead), a Mexican holiday celebrated from October 31 st   to November 2 nd every year, and acknowledged around the world in many cultures. I love Día de los Muertos and have a deep respect for the tradition. In my eyes, it is a love story about those that are no longer with us but live on in our hearts. It is a celebration of their lives and all the happy memories they have left us with. The idea being that our deceased would not be thrilled with the mourning, the tears, the gloom, the sadness that comes along with death but would much rather prefer a celebration of who they were and everything and everyone they loved. The celebration is full of life indeed, with vibrant colors, papel picado (ti

I want to be just like my Dad when I get to his age. I often call him my Millennial Dad because he’s smart, active, eager to learn new things, connected and engaged with life here and in his native country…and has all the wisdom of an older soul to boot. Today’s Boomers (50-64) and Greatest Generation (65+) lead very active lifestyles, which got me thinking why aren’t brands advertising more to aging consumers who have lots of money and are prime targets for their products? I have been in advertising for many years now and have worked across a variety of categories including automotive, fast food, financial services, insurance, cable, telecom, and CPG and the coveted marketing target has always been adults between the ages of 18-49. I think it’s time that changed. Yes, the 18-49 cohort represents the largest percentage of the population but the 50+ market is not only growing in size and influence, they also have more economic clout. In Hispanic advertising, the 50+ populati

Historians have their own observations about life BC and life AC, and I have my own version as a strategic planner in advertising. Ad life BC and AC - that’s before children and after children, in case you’re wondering.  Ahhh…Ad life BC…total freedom at my disposal, working late into the wee hours on a new business pitch or client deadline, going out after work with childless co-workers for drinks, and living it up. Fast-forward to Ad life AC, and most of my time is spent like a mouse running endlessly on a wheel, balancing multiple projects and needs. No small feat for sure, but one that I have taken on and determined to be the best at. I have always been a dedicated, hard working professional, but after children, I have had to change my style and redefine my goals and path to success. Although children do change you, I am still me, but I am a different version of myself. Being a mom in the advertising world means having two demanding but incredibly fulfilling full time jobs