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September 28, 2021

Aguliar creates content to reflect ever-changing demographics

By Brenda Beveridge

Margie Aguilar’s roots are in broadcast television as a former production manager for Univision Communications Inc. and in producing engaging corporate communications. After eight years with the television network, she left to launch ISP Studios Productions Inc. in 1998. Her goal was to create realistic content that represents the ever-changing and growing demographics in the United States.

“I noticed the limitation and lack of depth in the way Latinos/Latinas were being portrayed in the media, and I knew I had to do my part to enhance and sometimes reverse these perceptions,” she said. “We don’t all wear short skirts and stilettos. My mom doesn’t look like that. This is not what or who we are as Latinos. My goal was to change that perception.”

Cadenas de PlataISP is a full-service production company providing businesses and corporations creative media production services. With Aguilar at the helm, the company has become a driving force in the competitive production arena. One of her first ISP accounts was creating content for the radio show “Cadenas de Plata,” the Dallas Cowboys Spanish broadcast.

“I’m not a huge football fan so it was a stretch for me, but I just became really good at the play-by-play type of producing,” she said. “My team and I developed these beautiful assets that evolved into a compelling and energetic show. Our clients were so pleased, they asked us to create the ‘Jerry Jones Show’ and the ‘Jimmy Johnson Show.’”

Because of Aguilar’s consistent performance and commitment to excellence, she has been widely recognized in the industry and has produced content for J.C. Penney, Sephora, Ulta Beauty, and more.

ISP’s appreciation for a campaigned approach to strategic marketing across all communications channels ensures favorable audience impressions and messaging impact while optimizing its clients’ spending.

Aguilar attributes her organization’s success to her team’s passion for diversity and inclusion, noting it has been a driving force in her work for the last 15 years.

“Inclusion is at the heart of our agency and baked into everything we create,” she said. “We began working with a corporation that wanted to highlight its employees. So, the production was based on its employee resource groups.”

Aguilar believes inclusion creates a positive ripple effect that starts from the inside with a positive impact spanning across people, organizations, and communities.

She has leveraged industry and association connections to give back to her community and expand, diversify and build the ISP brand.

ISP is certified by the National Minority Supplier Development Council Inc., Dallas/Fort Worth Minority Supplier Development Council, State of Texas Historically Underutilized Business Program, North Central Texas Regional Certification Agency, and Women’s Business Enterprise National Council. Aguilar has received awards and recognitions from the Hispanic Business Salute and the Office of the Texas Governor. In addition, she has received the Texas Workforce Commission Small Business Award, the title of Irving Hispanic Chamber of Commerce Entrepreneur of the Year, and numerous Telly Awards recognizing excellence in media communications.

She has served as a board member and is an active member of the Girls Scouts of Northeast Texas. In addition, she is a founding member of the Hey Chica! program promoting up-and-coming Latina leaders and is the former marketing director for DFW Hispanic 100, serving as a catalyst for increased participation of Hispanic women in employment, procurement, and social issues.

Aguilar recently received the 2021 U.S. President’s Volunteer Service Award silver medallion. It recognizes individuals whose service positively impacts communities across the nation and inspires those around them to take action.

To learn more about ISP, visit ispcreative.tv.