Why we are
A-typic Marketing and Communications is a young Mexican agency formed by a group of entrepreneurs that believe that integral collaboration is the best way to generate messages and actions that transcend into unique brand experiences.
Born in 2012, A-typic was formed by individuals with an extensive experience in Media Planning, Marketing, Tourism, Luxury Brands and Audiovisual Production. Our backgrounds allowed us to bring into A-typic a set of strategic alliances with influencers, media and the tourism industry in Mexico. We leverage these relationships and alliances in favor of our client’s objectives.
Who we are
Elena del Palacio
Founder & CEO
Public Relations Director
Online Media Director
Elena is a marketing specialist and a passionate traveler, with over 10 years of experience in the tourism industry, developing marketing and branding strategies for destinations and tourism industry stakeholders.
Elena started working in tourism in her hometown, Durango, Mexico, where she was the Communications Director for the Festivities Committee of Durango, and was in charge of Public Relations as well as the online media campaigns of several cultural and adventure travel events. After three years of working in the committee, Elena was invited to join the Mexico Tourism Board, where she was the Agency Management Director and Mexico Brand Manager.
She had the opportunity to participate in the planning and launch of advertising campaigns for the Mexico Brand in North America, such as “Mexico, The Place You Thought you Knew” and “Vive Mexico”. Her responsibilities included strategic planning and placing all the content of the promotional campaigns of the Mexico Tourism Board world wide in traditional and digital media, developing editorial content and supervising creative development for TV spots, OOH’s and print ads. Elena was also in charge of the development of specific marketing strategies for specialized segments of the Mexico brand such as adventure tourism, cultural tourism, and luxury travel, which included the sub-segments of Golf, Cruises and Luxury Resorts.
After her journey at the MTB, Elena became the Marketing Director of Fitch & Associates, a strategic partner for tourism endeavors until today. Elena divides her time between A-typic Marketing and Communications, Experiencias Genuinas, a consulting firm specialized in adventure travel and destination development, Dopamina, a luxury outbound travel agency, The Muddy Boot, an inbound tour operator company based in Mexico City and collaborating with the Adventure Travel Trade Association Latin America team on several special projects as well as writing for Adventure Travel News. Elena has a Bachelor’s’ Degree in Communications Sciences with a major in film production from the Instituto Tecnológico de Monterrey. She also holds degrees in target marketing and audiovisual production from the UAEM.
Karina has been a Communication Consultant and Public Relations Specialist since 2010. Before joining A-Typic, she held different positions in communication agencies such as Zimat and Fitch & Associates.
Karina has been involved in developing and leveraging media relations for clients such as CTCA (Cancer Treatment Centers of America), Axtel, Huawei, and the governments of Sonora and Tabasco. She holds a bachelor’s degree in Communications from the Universidad Intercontinental (UIC) and has a master’s degree in Business Strategies with a specialization in Strategic Marketing from the Universidad Panamericana (UP).
Emilia has a bachelor degree in Marketing by the Instituto Tecnológico de Monterrey, and has been working in Tourism, specifically online media for tourism, since 2008. She was Online Media Manager for the Mexico Tourism Board for four years. Her responsibilities included placing and managing content, monitor results, generate marketing and media strategies for the Mexico Brand and coordinate special projects such as the online launch of Vive Mexico.
After her journey at the MTB, Emilia joined Periscopio Media, a publishing company that focuses on Luxury, Art and Design as sales director of its 4 publications. Her role in Periscopio allowed her to build a network of luxury brands and influencers that she leverages for her company COFI, a Mexican brand focused in gourmet food, local organic products, spirits and restaurants. She joined A-typic in 2014 and since then she divides her time between strategic planning for our clients and her passion for the hospitality business.
Producer & Media Content Director
Luis Arturo Füguemann began his work as a producer at the Mexico Tourism Board, as filming coordinator for the image bank footage, and supervising the postproduction of the Mexico Brand TV spots and corporate videos. Luis was also in charge of generating copy and content for the Mexico Brand and the sub-segment campaigns such as adventure, culture and luxury.
He was also production manager for television projects such as N2Ruedas, a motorcycle themed TV show broadcasted by TVAzteca; the documentary series México Land of Bulls, for Channel 11, and the Upfront 2012 video for Sony Entertainment Television, Mexico. Other projects include trial versions and test pilots for series like Legends Hunters, Today is a good day, Kozturas and production management for other tourism projects.
He also was production manager of Gánale al Chef, for TV Azteca, an original NBC production, broadcasted during 2014. Currently he is starting his professional development with media and marketing.
Katia has more than 7 years of international experience planning events across various industries including tourism, financial services, sports, culinary and social.
She has collaborated on projects with the Mexico Tourism Board and the Adventure Travel Trade Association, where she helped develop the Adventure Travel Mexico conference that has been held yearly since 2012. Aside from tourism she has worked with the Pan-American Fencing Confederation and the Charity Foundation for the Future of Fencing as their events consultant where she built an institutional quality event planning process that improved resource allocation and drove cost reduction. Some of her recent work is in the financial services industry where she planned conferences for C-level executives in the forex industry in New York City and Shanghai, China and in the Culinary industry where she co-planned an annual chef’s congress in New York City attended by renowned international chefs.
Katia holds a Bachelor’s Degree in Hospitality Management from the Universidad Iberoamericana (UIA) in Mexico City and has a Masters Degree in Sports Business with a concentration in Sales and Marketing from New York University (NYU). She divides her time between A-Typic Event Services and her own company, Cielo Events, based in New York City.
Diana has Communication Sciences degree from the Autonomous University of Mexico and has a wide knowledge of the tourism sector, both national and international, thanks to her experience at the Mexico Tourism Board, where she collaborated with Communication And Public Relations department for two years and later joined the Deputy General Direction’s marketing and promotion national and international operations as Project Coordinator.
In addition to possessing a traveler spirit which led her know different countries and cultures, where Diana prefers to share with locals the typical customs and traditions. Diana also is a big fan of how technology has contributed in our lives giving us the opportunity to communicate and share the experiences that we achieved through our travels.
Diana combines professional and personal experiences to contribute in a more efficient way in the communication of each of the brands for which she has worked, specializing in tourist brands and promotion of destinations.