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A Day in the Life of a Planner

Aileen Mercado

Girl Behind a Sheet
24th April 2015
What's your official job title?

Planner Sr. for Diageo Johnnie Walker, BDF and Campbell’s V8

How would you describe to your parents/grand parents what you do?

I’m the bridge between people that buy products and the people who make and sell these products, finding the best way to get them in touch.

How would you actually describe what you do?

I understand the consumer motivations and behavior in order to represent their voice in every client decision. Analyze trends and data to detect opportunities and interesting innovation and communication territories that bring brand building and stable relationships with our clients consumers.

Please could you write a sentence or two on what you were doing at the following times today/yesterday?

Putting all together after the weekend: Reading and answering mails. Checking on-going projects status. Organizing the internal and client meetings during the week.


Team work session: Meeting with client to present creative executions with the account and creative team.


Recharging energy: Lunch time


Working alone therapy: Desk and trend research for developing strategic structures for clients.


Preparing in advanced: Internal creative reviews for creative presentations during the week.

7pm (or whatever time your work day generally ends)

The wrap-up: Saving the documents I worked during the day. Checking the agenda for the next day and making a balance of the unfinished and finished tasks.

If you left your job right now, what wouldn't happen as a result?

Trends Project. New research tool development. Food for thought presentations for the agency.

What's the most interesting thing you've done in the last month?

Assist to the Insight Innovation Exchange Latam 2015. A deep understanding of Caring at México, from historic and social perspectives.

What's the worst thing you've done in the past month?

Facing the lack of organization within some digital magazines, to get some articles published.

What are you wearing today?

Flat shoes, dark blue jeans, casual t-shirt and a kimono style sweater.

What's the one piece of advice you'd give someone trying to get your job?

Be patient and eager to learn as much as you can from wherever you can.

What's the one thing you wish you'd known before you started?

The fact that you can’t control it all.

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