PACO Collective is a cross-cultural agency that empowers brands to transcend cultural boundaries in today’s “minority majority” market.
CHILAQUILES: THE PACO COLLECTIVE STORY
There’s something about "chilaquiles."* It’s the perfect fuel to feed the fire in your belly…they are delicious, filling, versatile and inexpensive to make. It was exactly what we lived on when we naively ventured out on our own. We had a vision to be a different kind of agency. The vision was to combine our passion for highly targeted creative and tight collaboration, while eliminating unnecessary bureaucracies and corporate bullshit. We opened our doors in 2006, at a time when many companies were shutting theirs. There were many skeptics and doubters. We didn’t listen and created a Hispanic-focused multicultural agency that genuinely related to modern-day bilingual and bicultural Latinos. And, after many, many days and nights fueled by chilaquiles and sometimes blurred by tequila, our vision began to take form. That vision became PACO.
After several years of blood, (literally from putting together desks and file cabinets), sweat, many tears and prayers, our roster of clients grew from one to two, then 4, later 8 and we’re still counting. Our clients (which are treated like "familia") recognized that PACO's work transcended cultural differences. So, we were awarded bigger and broader projects that included general market customers as well as cross-cultural audiences. PACO needed to grow. We outgrew two offices during a three-year span. We needed to find others like us, genuine people, from diverse backgrounds with the idea of creating meaningful connections through honest communication. Carefully, we added the right people; the wrong people could send PACO into a tailspin – agency culture is a big deal to us, so, a “No Asshole Rule” was instituted.**
With the market evolving into a “minority” majority, it inspired the need for a smarter, more accurate approach that goes beyond multicultural and beyond total market. Working together we embraced a new standard of cultural thinking. We call it cross-cultural marketing. An approach that allows us to create meaningful connections by understanding the unique traits of diverse cultural groups, and finding insightful ideas that transcend cultures. These insights are a cultural currency that creates bonds and relationships with consumers - in the end it’s what matters most. It’s an approach that’s deeply rooted in our diverse team, and provides us with a unique lens to view this new marketplace. It has also inspired the evolution of our name: PACO Collective.
We are now one of the fastest growing minority-owned agencies in the Midwest—from Pablo and I brainstorming and living off chilaquiles, to now having a multi-everything team of over 40 full-time employees (and growing).
Let’s talk. We invite you to a different kind of agency. The chilaquiles are on us.
-Pablo and Ozzie
*A humble, yet delicious meal of corn tortillas cut in quarters, lightly fried and served with red or green sauce.
**We apologize for this, but it’s necessary to share this truth.
There’s an ultimate sense of belonging in being different, in being irreverent with a purpose.
In order to succeed, you have to be brave; you have to believe in your work and be a fearless force for change.
We are nimble and flexible, and not afraid to think big. Our secret is the people. Genuine people.
VP of Client ServicesKeeps her head, her standards and her heels high!
VP of Client Services
Chief Creative OfficerJudo Blackbelt, Musician, Poet and fearless Tango Dancer.
Chief Creative Officer
Director of FinanceNumbers are my language. Family, Food and Sports are my love. The little black dress is my style.
Director of Finance
Chief Executive OfficerPow wow - The word derives from the Narragansett word "powwaw," meaning "spiritual leader"
Chief Executive Officer
PR DirectorLoving what you do will help you accelerate your potential for success.
Creative DirectorOwner of the "Guacamole" factor.
Human Resources Dir.#1 Pittsburgh Steelers fan who's addicted to shopping and more shopping...
Human Resources Dir.
Sr. CopywriterSoccer-loving, donut-eating, accent-correcting, meme-writing, English-adapting "International Man of Words and Means" at your service.
Director of Strategic PlanningAmateur beekeeper and professional dabbler obsessed with all things cerulean.
Director of Strategic Planning
Associate Creative DirectorMayor of Storyville. When I moo, cows moo back
Associate Creative Director
Account DirectorWitty baker who believes no heel can be too high.
PR Account Executive"You are confined only by the walls you build yourself " ~ Andrew Murphy
PR Account Executive
Sr. Account Executive PRI am an avid belly laugher, aspiring writer and former salsa singer.
Sr. Account Executive PR
Media MasterWith a minor in astrophysics and a hole in one to his credit.
Sr. Project ManagerMother of 2 at home. Mother of 14 at work!
Sr. Project Manager
Project ManagerAdventurous Traveler. Hard Working. Purse Loving. Sweet with Bite.
Sr. Account SupervisorGuadalajara born, marketer by day and pretend-marathon runner by night.
Sr. Account Supervisor
Account ManagerKnown in the world of wrestling as "The Crusher" AKA "The Organizator"
Sr. Art DirectorDreams in 7 languages.
Sr. Art Director
Sr. Art DirectorMaster of the universe and humble creative
Sr. Art Director
Account ManagerLipstick-loving feminist nerd.
Sr. CopywriterSpecializes in domestic accents, address changing and creating epic stuff.
Sr. Art DirectorRad designer/music junkie by day. Jogger and fine connoisseur of owls by night.
Sr. Art Director
Jr. Account PlannerOptimistic attitude, with the heart of a dreamer.
Jr. Account Planner
Sr. PlannerPint-sized people-watcher and awkward-comment-extraordinaire.
Project ManagerLefty with a mean moonwalk and a lover of selfies.
Media PlannerUncoordinated former soccer player. Terrified of snakes.
Business Development Mgr.Loves music and travel plus Genealogy enthusiast.
Business Development Mgr.
Traffic CoordinatorPop culture junkie. French bulldog lover. Plays well with others.
Account ManagerColorado native. Recently replaced my hikes in the Rockies with runs by Lake Michigan.
Jr. Account ExecutiveAll-around good guy who knows that Foo Fighters fight foo.
Jr. Account Executive
Account ExecutiveExpert at chill at the house and slipping into a Netflixcoma
Account ExecutiveSecretly a professional Salsa Dancer.
Accounting ClerkEating is my sport.
Office ManagerLoves cooking and heavy metal music.
PR Account ExecutiveKevin is the name and if you ask me again I will tell you the same.
PR Account Executive
Art DirectorAll work and no play makes Jack a dull boy.
Sr. Account ExecutiveYOLO
Sr. Account Executive
CopywriterDon't post it now, it's not Instagram Prime Time yet.
CopywriterHouston, we have a problem.
Art DirectorElvis still alive! I just know it... because he is my father.
Art DirectorLoves cartoons and making them too.
Not only has PACO's work been impactful for our clients, we are proud to be recognized by industry peers in many international competitions. It’s an honor to receive these awards on behalf of our clients, which serve as a perennial reminder to the “power of collaboration.”
- PACO Collective
Copyright © 2015 PACO Communications Inc.