Lessons from the Past Create New Marketing Future.

While walking through La Recoleta, a 200 year old cemetery in downtown Buenos Aires, I was struck by how much of what lies beneath the surface speaks to the present. It is through death that we celebrate life. It is through endings that  we learn, grow, honor and begin again.

The same is true for business. And for brands. As a leader in progressive advertising, LOHAS (Lifestyles of Heath & Sustainability) marketing, green marketing and eco advertising, my team and I create communications strategies and  creative strategies for clients who work in progressive businesses, renewable energy, sustainability and wellness.

Brands are never static. They grow, learn  and evolve just like people. If they don’t they die. And just as in life, death is not an ending. Only a beginning. Sometimes it’s necessary for businesses to end so that the concepts, products or services they represent can change shape. Transform. And become better than they were before.

I’ve had clients in businesses that are no longer. I’ve worked in jobs that ended. Still, I am here. Growing. Evolving. And happier than ever.

So as I walk in the bright sunlight of La Recoleta , I pay homage to the life, accomplishments and history that lies hidden in the depths.


Lisa Proctor is the president and creative director of firefly180 marketing—a Minneapolis-based branding and advertising agency that specializes in LOHAS marketing, wellness marketing, green marketing and renewable energy marketing.

About Lisa Proctor

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