Mi Vida as a Planner

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 ...