Lixaida Lorenzo, GCD David&Goliath

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Editor’s Note: They are leaders. They are inspirational. They are mentors. They are visionaries. They are, quite frankly, badasses. They are our 2020 REEL WOMEN. During Women’s History Month, you will be able to meet these incredible personalities in Advertising, Entertainment, Media and Production. Get ready, they are making “Herstory”

Meet Lixaida Lorenzo. She is a REEL WOMAN who started her career 18 years ago as an intern at JWT San Juan, and through blood, sweat and tears worked her way up to become Creative Director. 

There Lixaida developed award winning work for local and global brands such as Gatorade, Cadbury, Heineken, Kraft, Ford, Nestlé, Unilever and AT&T. Then she ventured to Los Angeles where she continued to lead teams onto creating work that got her recognized as one of the top 100 creatives by Adweek in 2016.

Today, Lixaida is an amazing GCD at David&Goliath leading the creative efforts for Jack in the Box. Throughout her career, her work has been recognized by Cannes, Clio, One Show, Webby’s, Communication Arts, Promax, New York Advertising Festival,  Ad Age and LIA amongst others.

Here is some of Lixaida’s work:

Let’s meet Lixaida.

What Did You Originally Want to be When You Grow Up? I originally wanted to be an archeologist. I was obsessed with discovering mummies!

How Did You Get into Advertising? After I discovered that being an archeologist might require working at remote places with deadly snakes…or spiders and no showers I decided to pursue a career in law. This way my mom could proudly say she had a son who’s an engineer and a feisty, opinionated daughter who is a lawyer (and I had a job with proximity to showers and kept me far away from deadly animals).

But rather than studying pre-law, before going to law school, I decided to study advertising. Because I liked writing, performing, and just creating in general. While getting my degree, I got an internship at JWT and well…never left. Stayed there for 14 years. I went from being an unpaid intern to the Creative Director of the agency.

It took my mom years to get over the idea of me not being a lawyer and actually understanding what is it that I do for a living. After almost 20 years she’s got it now…I think.

Who Were Your Mentors? My mentors have been my mom, who taught me what hard work and perseverance can help you achieve and my CCO at JWT who guided me throughout my creative career. He threw every possible challenge at me and guided me through the process with lots of tough love.

Name Your Biggest Achievement Getting my degree in advertising (graduated Summa Cum Laude) while climbing my way up the advertising agency ladder and not losing my sanity!

ALSO READ: Stevie Heptig, dancer and world explorer

Biggest Disappointment Discovering that being an adult doesn’t necessarily mean that you have everything figured out. 

Name Your Biggest Pet Peeves People who aren’t punctual. People who try to earn respect thru fear

Predictions for Advertising over the Next Decade Advertising will need to constantly keep mutating at the speed of our ever-changing social-media ecosystem. This will keep forcing brands to behave less like brands and more like humans. Sharing content that reveals who they are, what they like, and what they truly believe in. 

Name a Job You Had that Would Surprise People I worked as an apprentice U.S. Customs Agent searching for drugs at airports and cruises. Once I found a huge cargo of cocaine hidden in the ceiling of a cruise ship bathroom.

Which Marvel or DC Superhero Would You Play? I would say Flash! I am super impatient, talk fast, and like things to be done quickly…and hate commuting.

Do You Talk to Yourself? All the time! I sometimes do it out loud, forgetting people are around me.

What do You Wish You had More Time for? Read!

What Inspires You to be Creative? I love problem solving. It’s always a thrill to find a new solution or a new way in to life’s puzzles.  

Follow Lixaida :

Instagram: @federika

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