Mi Vida as a Planner

We live in a society where consumers are faced with advertising messages left and right and standing out in that environment can be challenging. That is why, in my career as a strategic planner, I’m always on the lookout for concepts and ideas that offer different ways to approach and market to consumers. Although the goal of advertising is to sell a product or service, I love it when an advertiser conducts under the radar initiatives that are meaningful and helpful, and ultimately empower the consumer. I recently read about a university professor who allows his students to bring their children to class if they cannot find child-care. At one point, a student’s baby started crying during class, as the mom began gathering her things to leave, what the professor did was perfect. He stepped in, calmed the baby down, and continued teaching his class while holding the baby in his arms. The baby was distracted and at ease, and the mother could now concentrate on the lecture. Everyone w...

As a passionate advertising strategic planner and a Mad Men fanática, it saddened me to see there were never any real Latino characters developed on the show. I understand that in the 1960’s diversity and multiculturalism in advertising agencies wasn’t as prominent as it is today. This got me thinking, what if Don had worked in a multicultural environment and ended up in a relationship with a Latina, like Sofia Vergara? I would have loved to see that! The relationship probably wouldn’t have lasted long but it would have been filled with excitement, passion and certainly fun to watch. By dating a Latina woman, here are five things Don would have had to fare with: 1. By dating her, he would have been dating her entire family too – here and overseas. And when I say her family I’m including her tios, tias, grandparents, cousins, nephews, and close friends. 2. Every weekend he would have had a different celebration to attend with her – anniversaries, baptisms, quinceañeara...

The name of my blog is Mi Vida as a Planner (My Life as a Planner) and it is bilingual because it is a true reflection of my life. My life has always been about two languages, two cultures, and taking the best of each. I’m also an advertising strategic planner on accounts that serve the U.S. Hispanic community so understanding the dynamics of language and biculturalism is imperative in order to ensure brands speak to our consumers in a relevant and meaningful way.   Having conducted many consumer research studies with Latina moms, one thing that impresses me is their desire to pass on their heritage and language to their kids, regardless of what their personal language preference is. They all aspire to raise bilingual and bicultural children. Oftentimes, I hear versions of stories that remind me of my own story... My parents are the true definition of the “American Dream” having immigrated to the U.S. in the early 70’s with little in their pockets and a heart full of dr...

When I opened my eyes this morning, the first thought that entered my mind was that it’s Mother’s Day. A day about me, a day for me, and a day to relax and let everyone else take over.   My older son gave me handmade paper flowers in a beautiful vase, and my little one gave me a small picture of a flower he drew…”thanks for everything that you do for us” was the sentiment. I feel lucky to have them and am grateful for the beautiful family my husband and I created. Motherhood is a job I take seriously and one that requires a lot of love, hugs, dedication, patience, hard work and planning. As with most moms, my decisions are part science and part intuition, much like my approach as a strategic planner.   Planning is at the center of what a lot of us moms do everyday, it’s what keeps our family on the right track while moving in the right direction. As a mom juggling home duties and a full time job, I am a natural born planner. I practice it in all aspects of my life, ev...