McCanners of New York: Sisilen Simo

Q> Why did you decide to pursue a career in Advertising?

Sisilen> I've always been a big fan of culture. Whether it was staying up all night watching MTV Jams, going to all the openings of the Twilight Saga, or scrolling through Tumblr blogs about high fashion magazines like DAZED and PAPER, I was always inspired by people’s creativity. 

When I got older, I started to realise that a lot of people in the magazines and commercials I loved so much didn’t look like me and it started to take a toll on the way I viewed myself. Instead of hating myself into oblivion, I decided to make it my goal to bridge the representation gap in culture. I didn’t know how I was going to do it, but I knew that I wanted to create space for myself and people that look like me to enjoy and indulge in all the things we love without feeling less than or othered. It started off as pursuing a career in film, then music video directing, then marketing, and finally when I got into college I was introduced to the beautiful world of advertising.

Q> Outside of work, do you have any personal interests or hobbies that you're particularly passionate about? Has this hobby/passion influenced your work in advertising at all?

Sisilen> This is the year of hobbies for me! Oftentimes we forget how important self-expression is not only for our mental health but how we play an active role in culture. Recently, I've gotten back to dance and playlist making. Yes, I’m a strategist but I'm a creative being first and music is my favourite language. As advertisers, we spend a lot of time researching culture and we forget that the best knowledge comes through experience. Dancing, Yoga, DJing and now Podcasting not only helps me express myself, but it's also a way for me to give back to the culture we pull so much from on our day to day. 

Q> Can you share a project or campaign you've worked on that you're particularly proud of?

Sisilen> We did ethnographic research for NYX Professional Makeup that helped identify a unique brand purpose for their multicultural audience. This  felt like a full circle moment for me because it is the reason why I started advertising. Being able to uplift, empower, and give back to a community which so much of what we consume is taken from, re-ignited a fire for storytelling – which is truth telling.

Q> What advice would you give to someone aspiring to pursue a career in advertising, especially at a large agency like McCann?

Sisilen> I go by three rules: 

• Give yourself permission to fail, that's the only way to learn. 
• Ask Questions, closed mouths don’t get fed.
• Know that you and your perspective are enough. You are capable and they hired you for a reason, it's time for you to step into your power and own it. 

Q> What is your favourite area in NYC and why?

Sisilen> I loveeeee Bedstuy! It's so rich with culture and community.  So many young black artists and creatives live in the area so you never know who you'll run into, what kind of conversation you’ll have, and what knowledge/inspiration you’ll walk away from it with.  Also the food is FAB, S/o Brooklyn blend, they have the best patties and smoothies in Brooklyn!

Q> If you could recommend one hidden gem in NYC that not many people know about, what would it be?

Sisilen> Gonzalez y Gonzalez in Soho, go during happy hour and thank me later.