NSIDE MAGAZINE: Gisela Girard - An Inspiration to Young Professionals

Article written by: Missy Rodriguez

NSIDE Magazine September 2009 Issue

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On a normal work day, filled with ideation sessions, brainstorming and client presentations, Gisela Girard received news that caused her to pause for a moment to reflect on the role and responsibilities she thrives on. As a principal of a leading advertising agency and chairman of an influential national advertising organization, Latino Leaders magazine, a national publication, notified Girard that she had been named one of the “101 Most Influential Leaders in Hispanic U.S.A”.The noteworthy list, compiled of distinguished leaders around the nation, selected Girard because of her dynamic leadership and bold vision of bridging the communications gap between corporate America and the emerging new mainstream of consumers in our country. She exercises her convictions in numerous capacities.

Creative Civilization's Internship Program in the News

Many thanks to the San Antonio Business Journal! This week's issue highlights Creative Civilization's internship program in San Antonio, Texas.

Last week, Creative Civilization took part in Texas State University's "Speed Interviewing Extravaganza" where agency representatives met with students face-to-face to discuss resumes, business attire and their future careers in marketing, advertising and public relations.

It was a successful event that yielded great results and wonderful candidates for the agency's account service, creative, public relations and media departments.

Article written by Andi Rodriguez

Empty Desk in Media Department Seeks Media Planner/Buyer for Long-Term Relationship

Creative Civilization-An Aguilar/Girard Agency, is currently accepting applications for the position of a Media Planner / Buyer.

The Media Planner / Buyer will be joining a group of young and dynamic leaders in the communications industry.

Creative Civilization advocates for Internship Programs

San Antonio advertising agency, Creative Civilization, is headed up to Texas State University’s Speed Interviewing Extravaganza tonight at the LBJ Student Center Ballroom from 5pm-7pm, as part of the university’s Career Month.

Agency representatives will take part in a resume critique, professional image advice, speed interviewing (2 minutes per student) and professional networking.

San Antonio Express-News: Girard Makes List of Influential Leaders

Direct Link: http://www.mysanantonio.com/business/local/Girard_makes_list_of_influential_leaders.html

Ready for their Closeups: A Sneak Peek at Creative Civilization's Power Team Photoshoot

Creative Civilization Chairman and CEO Al Aguilar

Creative Civilization Executive Vice President Sergio Salinas

Creative Civilization Sr. VP/CMO J. Moncada

Creative Civilization Executive Creative Producer Joseph Guerra

Another exciting day at Creative Civilization! Somehow our SR.VP/Creative Director, Cat Lopez, was able to elude our agency camera during this session of the photoshoot. Afterward, our Power Team made their way to the top of the agency's building for the power shot.

You can check out our full slideshow by visiting www.twitpic.com/photos/creativeciv

More photos to come!

Cat Lopez on AdAge.com - Hispanic Ad Agencies: Branching Out Into the General Market

Some Shops Have Painted Themselves Into a Hispanic-Only Corner
You'll Need to Be a Hispanic Professional, not a Professional Hispanic, to Go After General Market

By Catarino Lopez

AdAge.com - The Big Tent

If you haven't tuned into "The Tonight Show With Conan O'Brien," you're missing out. Since taking over for Jay Leno and moving to L.A., Conan has acknowledged that the Spanish-speaking population in that part of the country cannot be ignored. He wanted to do something to reach out to Hispanic viewers and include them on the "new" "Tonight Show." So he created "Noches de Pasion", a telenovela skit starring himself. Check it out for yourself on Hulu. Pretty funny stuff.

As a regular joe, I can't stop laughing. Conan with a mustache, sporting a borrowed jacket from Los Bukis and speaking Spanish is funny stuff. He's a comedian, after all, and comedy deals in broad stereotypes -- and here, he's not making fun of Hispanics but rather the general market's attempts to reach out to the Hispanic market.
However, if I had seen the same formula applied to a brand or product, I don't think it would be nearly as funny.

General-market agencies are now seeking more and more Hispanic business in order to grow their shops. The question is: As that continues to happen, will general-market shops take the Conan approach and use stereotypes to address said Spanish speakers? I hope not.
I like the way Hispanics are portrayed on hit TV shows like "Lost." Take a look at the character of Hugo Reyes, for example. He doesn't speak with an accent or act overly Latino. He's just another survivor on the island who happens to be Latino. (I'll forgive the fact that he is a lottery winner on the show for the sake of my argument.)

Or how about Richard, played by actor Nestor Carbonell? He's one of the "Others," and on the show there is no reference to his ethnicity. He never breaks out in a Spanish tirade when things go bad or wears a guayabera to beat the heat. Kudos to the creators of "Lost" for acknowledging the Spanish-speaking population without pandering to us and for being brave enough to cast for talent and not ethnicity.
I wonder, as the competition for new business gets more intense, and general-market agencies go after more and more Hispanic accounts, will Hispanic agencies eventually compete against general-market agencies for general-market business?

It's already happened. Hispanic agencies have often gotten national general-market "assignments." But in the end, they've always been relegated back to their area of expertise. Hispanic agencies have also been invited to "pitch" national general-market accounts, but few to none have actually walked away with the business. It's always easy to blame it on the politics, but if Hispanic agencies plan to go head-to-head with general-market agencies, they need to stop acting so much like Hispanic agencies, or at least like Hispanic-only agencies.
As my fellow blogger Alberto Ferrer said, there are Professional Hispanics and Hispanic Professionals. And in my opinion, that phrase can be applied not only to individuals but to agencies as well. (For a good primer on the difference between those two,

check out Ferrer's post.

Too often Hispanic agencies hide behind their ethnicity, and use it to protect their own turf. That seemed to work fine in a growing economy, when there was plenty of business for everyone within the Hispanic arena. But things have changed. The economy has slumped. Clients are cutting back and often starting with Hispanic budgets. So the biggest opportunity in the future is to go for it all -- general market and Hispanic combined.
But how many agencies have done themselves the disservice of wearing the mustache and borrowed Los Bukis Jacket when it was convenient. You can't just take them off one day and ask to be judged on your talent alone the next. Because no matter what you do, it will be hard for clients to see you as anything but a Hispanic agency. So if you want to start gearing up for the future, stop being a Professional Hispanic and start acting like a Hispanic Professional.

Direct Link: http://adage.com/bigtent/post?article_id=138084

Gisela Girard in The Women's Issue of Latino Leaders Magazine

Creative Civilization's Gisela Girard Featured in Latino Leaders Magazine

Creative Civilization couldn't be more proud of its President, Gisela Girard, who was named earlier this year as Chairwoman of the national Association of Hispanic Advertising Agencies (AHAA).

Girard has been featured all over the nation for her work with AHAA, having visited the White House this year to represent the national industry organization's body of advertising agencies that specialize in the Hispanic market.

Latino Leaders Magazine, the National Magazine of the Successful American Latino, based in Dallas, Texas, has featured Girard in it's April/May 2009 The Women's Issue and listed her in their June/July 2009 Issue's 101 Most Influential Leaders in Hispanic U.S.A., highlighting her role as Chairwoman of AHAA.

Latino Leaders predicts that Girard’s “original and dynamic approach will galvanize the AHAA’s conservative approach and bring the association to the attention of the world beyond Latino advertisers.”

Girard, who came in at number 26 on the distinguished list, also made it on the "Who's Hot" List, alongside Salma Hayeck and other respected Latino leaders in the country.

As one of the nation’s top advertising leaders and experts in public relations and marketing, Girard leads the development, implementation and management of marketing campaigns for her agency, Creative Civilization. For the past ten years, alongside her business partner Chairman and CEO Al Aguilar, Girard has led Creative Civilization to produce high-profile outreach campaigns for national clients such as the American Cancer Society and ING Financial Services.
In addition to her work with AHAA and running the award-winning advertising agency, Girard fills leadership roles on several other national and regional boards in the areas of small business, arts and culture and education.

Keep up the great work, Gisela!