Giancarlo Pacheco Is The Creative Force Behind Plan C Agency

By Robert White, Editor-In-Chief

Giancarlo Pacheco, founder of Plan C Agency, is a dynamic leader who has carved out a unique niche in the marketing world. With roots in San Francisco and now based in Los Angeles, Pacheco’s journey began in 1995 when he launched his first venture. What started as an events company quickly evolved into a multicultural marketing powerhouse that specializes in authentic cultural connections, with a strong focus on the Asian American market.

Growing up in the Bay Area, Pacheco was the embodiment of a young entrepreneur, even as a child. His family emigrated from the Philippines when he was just six months old, and he was raised with a blend of Filipino, Chinese, and Spanish heritage. Despite his struggles with school and a restless curiosity, he knew early on that he wasn’t destined to work for others. His innate creativity and passion for challenging the status quo led him to forge his own path, starting with events and music management.

Plan C Agency began as a creative outlet for Pacheco, organizing events, raves, and auto shows across the country. This early focus on nightlife and entertainment provided the foundation for his understanding of audience engagement and cultural trends. In the early 2000s, as the dot-com era took off, the company transitioned into a formal marketing agency. Pacheco recognized the growing influence of the Asian American demographic and set out to bridge the gap between mainstream brands and this rapidly expanding market.

Today, Plan C Agency is a full-service marketing firm that offers a 360-degree approach to branding, from strategy and media planning to influencer campaigns and event activations. The agency is particularly known for its work with Procter & Gamble, where Pacheco played a pivotal role in developing culturally resonant campaigns for brands like Old Spice. By leveraging deep insights into the Asian American consumer base, Plan C has helped these brands forge meaningful connections and expand their market reach.

One standout success story involves Old Spice, a brand that had previously under-indexed with Asian American audiences. Through a strategic campaign featuring comedian Ronnie Chieng, the agency was able to create a humorous and culturally relevant ad that not only resonated with its target audience but also performed exceptionally well in the general market. The ad’s success, including its broadcast during the Super Bowl, marked a significant milestone for both Old Spice and Plan C Agency.

Beyond advertising, Pacheco’s team excels in creating comprehensive marketing experiences that go beyond traditional channels. The agency has been instrumental in introducing K-pop to the American mainstream, integrating tours and events with major brands like Verizon. This pioneering work helped lay the groundwork for the massive popularity that K-pop enjoys in the United States today.

Plan C’s expertise extends to a variety of industries, from consumer goods to the spirits sector. With clients like Pernod Ricard, the agency has successfully executed large-scale Lunar New Year activations, celebrating one of the most significant holidays for the Asian American community. These events not only foster cultural appreciation but also provide valuable engagement opportunities for brands looking to connect authentically with this audience.

For Pacheco, the key to his agency’s success lies in its focus on authentic cultural connections. “We don’t just create ads,” he explains. “We create experiences that resonate deeply with the communities we serve.” This ethos has positioned Plan C as a leader in multicultural marketing, and it continues to drive the agency’s growth and innovation.

Looking ahead, Pacheco and his team are exploring new platforms and media opportunities to stay ahead of the curve. From unique ad placements to content creation in emerging markets, Plan C Agency is always looking for fresh ways to captivate and connect with its audience.

Giancarlo Pacheco’s entrepreneurial spirit, combined with his deep understanding of cultural trends, has made him a trailblazer in the industry. Under his leadership, Plan C Agency is not just a marketing firm—it’s a cultural connector that bridges gaps and creates lasting impact.