By Daisy Expósito-Ulla
During this International Women’s Month, a “big idea” from one of our colleagues at the agency was quickly embraced and, with a lot of work, brought to life by a team: Let’s celebrate trailblazing Latinas who have had, and still have, an impact in our industry. And, what better time to do it than this month in which women are widely recognized?
The criteria for the selection was in no way anchored in a specific discipline since we wanted to avoid a rigid approach. The list, with its series of profiles, had to obviously include some of the historic, fundamental pioneers of the U.S. Hispanic Market while, at the same time, be open to later generations of continuators. It also had to add key contributors from various fields of communications, as well as women who have helped champion Latino communications from diverse positions in Corporate America.
Through the different stages of “curating” the list, I confess that, in a way, I’ve been re-living my own professional life. I’ve remembered with gratitude the women who gave me my first chance at PBS and NBC, and then in advertising. I’ve also remembered the mentors and the mentees, and, all throughout the process, I’ve reflected on my good fortune of having worked or collaborated with almost all of the brilliant, visionary and courageous women represented in this ambitious series.
Helping “curate” the list has made me reflect on how some of these “guerreras” made their mark so many times against all odds, including that awful cultural perception —not only among Latinos and still quite widespread even after the “Mad Men” era —that the key leadership is — and should prevalently remain — a man’s lot. All things considered, the weight and depth of women’s presence in the making of the Hispanic communications industry is impressive. Who, after reading this list, or these profiles, can doubt —much less, deny— the importance of their crucial contributions?
To be honest, the list is not complete. With all candor, I’m the first to consider it as somewhat subjective as any choosing in life can be.
However, there is no doubt that the women included here, and throughout the series, are protagonists of some compelling stories of America’s Hispanic Market, the Latino Communications field, and the Multicultural milieu at large. It’s not a stretch to say that were it not for their vision, dedication and daringness many things that we take for granted today wouldn’t be around at all.
I see the series as a tribute to deserving women, but also as a living reference for younger generations. I am forever thankful and proud of these colleagues who helped give birth and shape to an industry, and continually in awe of the vibrant young contingent who are still shaping its future today.
Bringing these aspects of history out from the hidden, is not a female-driven mission much less a misandrist endeavor. It is, more than anything, the just thing to do — with a dash of poetic justice!
I would be remiss if I were to end it here without attempting an additional effort for inclusion. What follows is precisely that — a list of many unmissable professionals who are deserving of recognition. All in all, arriving here helps me clarify something: This series should be seen as a work-in-progress. Everyone in our fold should feel invited to add names and stories. To continue El Gran Relato de Nuestra Industria.
With a heartfelt GRACIAS to Gene Bryan and HispanicAd for quickly reaching out to us to pick up The Series, here are some of the other “guerreras.” All of them deserving to be here. Here’s to their unquenchable spirit!
