“See It & Be It”: Montse Barrena of Deutsch LA

Montse Berrena, EVP, Group Account Director, Deutsch LA
Montse Barrena, EVP, Group Account Director, Deutsch LA

In our “See It & Be It” series, the 4A’s asks industry leaders—who are female or from traditionally underrepresented groups in the ad industry—to provide their personal stories, advice and observations on how to succeed in an industry that is overwhelmingly led by white men. Here is what Deutsch LA’s Montse Barrena had to say. Barrena has 20+ years of Hispanic and multicultural marketing expertise. Prior to joining Deutsch, she was a Partner, Group Account Director at Grupo Gallegos. 

Who was your first mentor, and what has that meant for your career?

My dad has always been my mentor. Growing up he made me feel like there was never a place I didn’t belong. He took me with him to soccer games, card games with his friends, and to work. Even in Spain, at a time when many activities were male-dominated, I never thought twice about doing the things boys typically did. I never heard the words, “You’re a girl; you can’t do that.” My dad gave me the courage to go out into the world expecting to be heard and expecting to be allowed to participatea great first step to succeeding in any environment.

I try to lead by example in showing young women that gender, race, ethnicity and cultural background should not hinder their success. I have a daughter, and I am an EVP group account director at Deutsch, so I have a responsibility to lead the women around me by example and encourage them to pursue their aspirations and speak their minds, just like my father encouraged me to do.