Thursday, June 20, 2013

Diana Valencia >

Diana Valencia, Senior Vice President, Multicultural Communications, Porter Novelli 

Being Hispanic…Does it have any influence on your business?
Absolutely, I live and breathe multicultural. Being bi-cultural (growing up my family and I would travel to South America every six months, spending up to three months at a time) and bilingual has helped me to truly understand what triggers and motivates multicultural consumers. The ability to motivate and truly understand the consumer leads to transformation. Transformation leads to award-winning results.

In the face of adversity, how do you decide to keep going?
There is a choice not to?  Adversity is great.  It is what makes someone strong and successful. I’m so grateful for these experiences in my life. It has been these experiences that have made me stronger, successful and thankful for everything I have.

What is the biggest challenge you have faced?
Managing different stakeholders all at once, from clients, employees, colleagues, and partners and effectively communicating with them and exceeding a different set of expectations. But over the years I learned to master this skill, and turn a challenge into a strength. 

If you could change one thing about your life, what would it be?
Nothing!  I have everything anyone can ask for: health, a wonderful and supportive husband, loving family and friends. I’m thankful for everything in my life!

What was your childhood ambition?
To be an actress/singer

Tell us about three people that you admire?
My parents, for being such innovators, dreamers and for their dedication to giving back to the community. They emigrated from Colombia not knowing the language or environment and had to reinvent themselves. Their hard work and determination paid off and over time they became very successful.

Richard Branson, for being creative, a dreamer, a philanthropist and for never giving up.

Maya Angelou, for being a trailblazer, a thought leader and inspiration to women. She encourages people to seize “life by the lapels.”

For meetings: breakfast, lunch, or dinner?
For a meeting: Lunch

What sacrifices on your personal life did you have to make in order to become a business success?
It’s all about making daily choices to stay on the road to success. I always strive to participate and create new experiences and opportunities that will help me achieve my best. I never however forget to spend quality time with the people that matter most in my life.

What is your favorite quote?
I have many, but if I had to pick one it would be: Every great dream begins with a dreamer. Always remember, you have within you the strength, the patience, and the passion to reach for the stars to change the world. ~ Harriet Tubman

Is it difficult to be unconventional?
Being unconventional is what sets you apart! To lead an exceptional life, one must be willing to take the road less traveled…and to paraphrase Robert Frost, that will make all the difference!

Biggest mistake made?
Not moving quicker and early in my career, being afraid to make myself heard. We must never compromise who we are merely for the sake of sensibilities!

Do you consider yourself an innovator? Why?
Absolutely, innovation is key to building businesses and programs that target the multicultural consumer. Certain products and services have a limited awareness in this market segment, so I have had to create innovative product offerings, services and experiences that motivate consumers to embrace new brands. 

About the Company:
Porter Novelli is one of the world’s leading public relations agencies. With 90 offices in nearly 60 countries, Porter Novelli delivers best-in-class service to clients around the globe. As the agency that pioneered social marketing, Porter Novelli’s heritage is grounded in influence – motivating people to change deeply ingrained behaviors that are rooted in cultural and social norms. This is achieved by identifying and activating against key insights that drive transformational change-- going beyond just “solving a problem”. The result is greater than just influencing people – Porter Novelli makes them believe.
For additional information, please visit

Porter Novelli is a part of Diversified Agency Services, a division of Omnicom Group Inc.

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