Tuesday, December 21, 2010

The not so news, news... "There are more than 45 million Hispanics in the United States" http://ping.fm/ZuqGV

Monday, August 9, 2010

Listisimo para ir a Mexico a ver el partido contra Espanha en el estadio azteca

Monday, May 31, 2010

El Pilón Effect

Have you ever found yourself in line at a fast food restaurant where a fellow Latino is on the other side of the counter and without hesitation, POW! You get a little extra? Let’s say you’re buying meat at the supermarcado, where the carnicero is counting the pounds in his electronic scale and just as he prints the receipt, he throws a little extra arrachera, right before he winks at you. My friends, that little extra is called: el Pilón!

Since I can recall, back in Mexico and went to the Tortilleria, Panaderia, Mercado, I remember my Mom or Grandma getting “El Pilón”. On Mondays after coming back from el colegio, my grandma would sent me to get a Kilo of fresh made tortillas and sure enough, right after “la doña” would weight the kilo, she would add a few more and say “el Pilón”.

The most memorable “Pilones” where at “el Mercado” where the “marchanta” would be looking at the neighboring competitor and telling my grandma she would give her a bigger Pilon.

The Pilón effect has followed us also to our new home in the US. Whether we are at a restaurant, supermercado, and yes, even in the advertising industry we are bound by the “Pilón” effect.

The pros of this benefit (ah! It is a benefit!), is that you strive to give a little extra. This benefit is almost expected, but never discussed or agreed, yet, it is simply there. I remember at my Univision days when I used to deal with the local supermercados or proud Latino owners, I would get hammered with “y el Pilón mijo?” as if I was selling tomatoes, verduras or pollo, but it was almost funny. The problem was coming back to my White Sales Managers (yes, many top executives at Univision including the CEO are non-Latinos), and explaining to them the “Pilón”, which I found out there was “added value” in Media terms, it made it a little easier.

The cons of the Pilón effect, are also numerous. Another example is where I currently work. In the world of advertising we deal with hours and billability, something our own Latino clients sometimes forget and expect el Pilón in working hours, without hesitation.

El Pilón effect brings our best, in an effort to almost “pay-it-forward”, which I think should be the case, and the worst, when you just want to get el Pilón, but never redeem those favors.

Next time you’re in line and your fellow Latino winks and throws “el Pilón”, just wink and say thanks, and make sure to pay it forward.

Ps. Help me find out what el Pilón is called in other parts of Latin-America:

In Colombia is ñapa

Friday, May 7, 2010

Get your "Gringo Mask" and don't let the AZ police mistake you: http://gringomask.com/

Wednesday, March 31, 2010

Tuesday, February 16, 2010

Getting ready for the launch of the Coca-Cola World Cup Celebration Tour in San Francisco!

Thursday, February 11, 2010

10 Worst Spanish Pay Per Click Ads
The World Cup Trophy is now in Chile and getting ready for Argentina!
Great ideas from PayPal!

Monday, February 8, 2010

Become of FAN of the World Cup Trophy Tour!
Follow the Trophy Tour on its way to Houston!

Tuesday, February 2, 2010

Tomorrow to get ready the Tour of Celebration Coca-Cola... coming soon!
Interesting way to Avatarize yourself...
It's coming... only a few months!
Bisbal y Knaan:

Monday, January 25, 2010

Friday, January 22, 2010

Mexico vs. Bolivia -- February 24th Dia de la Bandera!
35... 33... 32... Catorce (shit ya estoy como Bono)...
139 days 04 hours and 56 minutes and 45 seconds... 46... 45... 44... and the World Cup is HERE!!!!!

Wednesday, January 20, 2010


Necesitamos a una persona en NY:
Role: Senior Internal Communications and Change Management Consultant
Location: Onsite at Heineken's Americas HQ in New York City
Client: Americas Leadership Team, primarily President of the Americas
Duration: 6-9 months onsite

Req. Skills: -- Fluent in Spanish required (written, verbal, business communications)
-- Fluency in Portuguese a plus
-- 10 years of experience in corporate communications, internal comms with change experience (M&As, etc.)
-- Experience interacting and effectively counseling senior level executives in a high paced, intense work environment

Job Resp.: -- Ongoing counsel to Americas leadership team re: employee engagement and change management issues
-- Development of strategic engagement plan for 25,000 employees joining Heineken (23K in Mexico, 2K in Brazil)
-- Heavy writing (in Spanish) and development of all communications materials for Americas leadership team
-- Implementation and project management of plan tactics
-- Oversight of translations (in Portuguese if necessary)
-- Interaction and coordination with management teams in Mexico and Brazil
-- Management of resources, as needed

Resources: Available as resources to the onsite leader:
-- MS&L reputation, employee engagement and change management experts
-- MS&L project manager (pending client approval)
-- MS&L resources in Sao Paulo and Mexico City for regional/cultural input/insights

Tuesday, January 19, 2010

Question! Has anybody sent money to your country of origin using PayPal?

Thursday, January 7, 2010

Si tienen twitter, caralibro, miespacio, linkedin... etc ping.com.... un update de aqui y ya!
Hoy... con los Lapiceros trabajando.