Conversations with Giancarlo Pacheco

Today we’d like to introduce you to Giancarlo Pacheco.

Hi Giancarlo, thanks for joining us today. We’d love for you to start by introducing yourself.
I am Giancarlo Pacheco, a Filipino, Chinese, and Spanish American entrepreneur. Combining my background in communications and marketing, I strive to foster change in Asian representation across media, events, and advertising. Upon graduating with a Bachelor of Science in Communications with a Minor in Marketing from San Francisco State University, I established PLAN C Agency, where I currently hold the position of CEO. 

My journey towards empowering Asian Pacific Americans began early. In 1992, I chaired NCPASO, a statewide organization advocating for young Asian college students. This drive for unity propelled me to co-found Climax Global Entertainment in 1995, positioning it as a frontrunner in Asian events and entertainment. Climax Global gained national recognition as the premier event production company for Asian youth. 

My entrepreneurial drive persisted with the establishment of PLAN C Group Inc. in 2001. This holding company was dedicated to serving the Asian community, spanning event production and music management. Notable artists such as Jin and Far East Movement benefited from our expertise. In 2004, I launched PLAN C Agency, a comprehensive marketing and technology firm specializing in the burgeoning Asian American demographic. 

Can you talk to us a bit about the challenges and lessons you’ve learned along the way? Looking back, would you say it’s been easy or smooth in retrospect?
Life’s a thrilling ride, full of challenges and obstacles that I see as opportunities for growth. Building a successful marketing agency is no exception. Finding and retaining top talent who can navigate the ever-evolving marketing landscape is an ongoing pursuit. Managing client expectations and juggling multiple projects with tight deadlines can definitely lead to burnout. 

However, strategic planning has been my secret weapon. Setting annual goals with clear tactical priorities allows us to chip away at challenges, making progress day by day. This approach applies not just to the agency but also to maintaining a healthy work-life balance. 

Business hurdles can often spill over into personal life. I make sure to carve out time for myself and family, creating a sustainable rhythm. Of course, there will be times when the agency demands more focus. But the clear lines I establish between work and personal life for myself and my team allow everyone to pursue their own goals, leading to a more fulfilling and balanced journey, both professionally and personally. 

Thanks – so, what else should our readers know about your work and what you’re currently focused on?
As the CEO of PLAN C Agency (PCA), I spearhead a multitude of initiatives that resonate deeply with diverse communities. Notably, PCA partnered with P&G’s Old Spice to launch an impactful AAPI campaign. This campaign, featuring commercials like “The Expert” and “Couple Yoga” with Ronny Chieng, humorously yet authentically depicted AAPI male grooming habits, addressing pertinent AAPI male issues along the way. Such work commemorates PCA’s commitment to crafting culturally resonant narratives that honor the intricacies of AAPI heritage. 

Our collaboration with the NFL showcased another dimension of cultural celebration. During this year’s Super Bowl in Las Vegas, PCA orchestrated a special Dragon Year celebration, seamlessly weaving Lunar New Year festivities into the Super Bowl experience. This innovative event not only enriched AAPI representation but also amplified awareness of the AAPI community, extending the reach of Asian cultural outreach to a wider audience. 

Beyond marketing, my vision extends into various ventures, including MediaAdviser.IO, a media planning SaaS company I established in 2020. This platform streamlines media planning processes, reflecting my commitment to innovation and efficiency. My involvement with Le Pacheco Investments, a commercial real estate firm, and Giancarlo Pacheco Consulting highlights my diverse business acumen and entrepreneurial spirit. Through these endeavors, I continue to make significant strides in shaping both the marketing landscape and broader business sphere. 

What makes you happy?
Strong connections and a clear purpose fuel my happiness. I’m naturally social, and I thrive on building relationships with family, friends, and colleagues. Meeting new people and learning their stories brings me joy. 

This social drive extends to my work life as well. I find immense satisfaction in aligning my activities with a strong sense of purpose. It’s a constant journey, one that motivates me to keep pushing forward. 

Lifelong learning is another cornerstone of my happiness. Whether it’s reading a new book each month, taking executive education classes, or even learning nine languages, I believe in continuous growth. This not only benefits me but also allows me to connect with people on a deeper level. 

Maintaining a positive outlook is key. I surround myself with those who share an optimistic mindset. While I’m open to understanding different perspectives, negativity isn’t something I actively seek in close relationships. 

Beyond work and development, travel feeds my soul. Immersing myself in diverse cultures and hitting the golf course whenever possible are essential for maintaining a healthy balance. 

Contact Info:

• Linkedin: https://www.linkedin.com/in/giancarlopacheco/