The Storytellers


Sofia Aguilar

Founder of La Colectiva. The agency bears the hallmarks of everything she holds dear: Peer collaboration, mutual beliefs and a return to clean, integrated storytelling to build the most effective brands possible.

She was SVP Executive Creative Director at MGSCOMM, where she was responsible for managing all creative operations for the agency’s client partners, such as Florida Power and Light, Southeast Toyota, ITT Technical Institute, Florida Lottery and Merck, among others.

Her career in advertising led to prestigious industry accolades including Clios, New York Festival, London International and FIAP. The depth of creative work includes breakthrough campaigns for major worldwide brands Heineken, AVON, Procter & Gamble, The Coca Cola Company, The New York Department of Health and Time Warner Cable.

Sofia was born in Mexico. She moved to New York in 1997 and is a proud NYC mom. She is a copywriter at heart and still finds time to work on her personal writing as well as her Huffington Post Blog.



Ramón Aguilar

Ramon started as our mentor and one year later he became our Partner and Chief of Operations.

After a lifetime of major successes and having been CEO of many renowned companies in Mexico City such as Cervecería Moctezuma, Cipsa de México, Acco Mexicana, Garci Crespo – San Lorenzo, Prolesa and Carnet (where he developed his skill in technology and the then new world of electronic payments).

As CEO of SiVale Electrónico for 11 years he partnered with every major supermarket change in Latin America and, along with his team, built a multi-million dollar operation and the leader in its field.

Ramon was the pioneer of the electronic voucher and after leaving SiVale he partnered with OPAM (its competition) overseeing profitable growth. He recently spearheaded its merger with the biggest Electronic Voucher company in Europe.

He is known in the entrepreneurial world as “a captain that rescues sinking ships” but in this case he decided his next move would be bringing his technology knowledge and administrative expertise to La Colectiva.



Mariana Ramirez

Mariana is Senior Art Director at La Colectiva and she was the first one to join us in our journey, so she’s like one of us.

Her impeccable taste combined with a quirky outlook of the world make up for a very surprising designer. She can go from being funky – to serious and corporate – due to her in-depth understanding of how every design is supposed to tell a story.

Mariana is a master perfectionist who’s also a little crazy which is why she makes for an amazing storyteller.

She has 15 years of experience doing Branding and Digital Design, for editorial, fashion, food, retail and kids brands, among others.

Mariana loves what she does, she always tells people that she couldn’t do anything else in the world, that is why she’s also a great teacher an mentor.



Monica Cervantes

Monica has always loved to see the world “behind the cameras.”

She is a producer at heart – she loves to be involved from A to Z in every project she puts her hands on – and she knows how to transform chaos into peace. She knows how to keep all of us in line and in time.

Her first job was working in production with Pedro Torres, back in the time of the grandiose video-clips and huge campaigns. She attended film school in UCLA and started working in the film business as a Director’s Assistant for various IMCINE projects.

10 years ago she returned to Advertising working as a Senior Producer and now she heads our production division at La Colectiva.

Monica is also a photographer and continues to study under the mentorship of Photographer Mary Ellen Mark, whom has taught her that there’s nothing better than looking at a picture that reflects “exactly” the way you see life.


Adriana Medina

After working more than 18 years in accounting, finance, and human resources, Adriana took some time off to get married and start a family. During her time off she maintained her professional life by working part time for a family business. Now, she is back to work full-time, crunching numbers in her capacity as our general accountant.



Karina Gutierrez

She has 4 years of experience at fashion events as professional photographer. Her experience in the creative world gave her a clearer idea of what the consumer needs  without losing her fresh and young perspective.

Dare it All cultural blog CEO. Has worked in different areas of the editorial universe, such as photography, post-production, writing, style checker and community management. Has collaborated with the following brands: WESC, D.I.A., CONTEMPO MODELS, MERCEDES BENZ FASHION WEEK, IDM, ITALIANA DE DISEÑO



Regina Garza

Regina views design as a way to experience innovation on a daily basis. Her experience as a designer includes branding, editorial design and packaging. She joined the digital world by applying her design skills to websites, blogs, and apps. These qualifications led her to her current position as a Senior Art Director at La Colectiva. Regina has worked in Barcelona and New York. Outside her professional life Regina maintains her creativity through two of her passions, photography and art history.




Daniel Escalante.

Hardcore, urban images and provocative writing. Daniel loves to write, he’ll write any kind of text. He’s never comfortable with what he does and always looks for new perspectives.

He likes loud ideas and he likes to shout out whatever is not being told.

He’s known as Señor Sacatripas on Tumblr and has been uploading pictures of Mexico since 5 years ago. Professionally, Daniel has photographed great mexican fighters like Juan Manuel Márquez; exploited his imagination as a Sr. Copywriter with ATL, BTL and Digital ideas for brands such as ESPN, MILCH, ROCKALETA, TIX-TIX, ITAÚ and DANONE; and has got his band, Día de Furia, played on mexican radio and TV stations (onceTV, Radio Fórmula, Reactor, Radio Educación). Handsome and hardcore.



Pedro  Pérez

Pedro received his degree in computer engineering at UNAM. He has over 15 years experience in the areas of information and technology, specializing in infrastructure development and customer services. He has worked for IBM, IMSS, SiVale and OPAM. He is as quick with offering tech solutions and solving time management issues, as he is with a smile. Pedro is our resident problem-solver.



Verónica Martínez

Veronica studied Visual Communication and Design and recently completed a specialty in design technologies. She has worked professionally in digital design including web and mobile design. Her experience also includes working on projects in independent media, cultural institutes, and museums. She also has experience in photography and editorial design. Veronica has recently been concentrating on the implementation of user-centered design. She is passionate about digital design and ICT and keeping up with all the latest technological trends. She loves gadgets, photography, art, culture – everything and every story the modern urban environment has to offer.


artur_1Arturo Ibarra  

Arturo began his career as a costume designer and is our resident trend forecaster. Applying an intellectual approach to the colliding worlds of fashion, entertainment and art he is able to tell us what is happening and what is on the verge of happening. Our clients value his insider knowledge of fashion and his ability to translate that into a broader context and more specifically to their needs. Arturo admires the multi-faceted art of Picasso and the playful spirit of Jeff Koons.