Consulting & blog
In the mind of R. Luquis
Consulting in digital advertising and media. Ideas, experience and life from Puerto Rico.
Welcome.
I’m a sociologist by training and an ad guy by evolution, but a husband and dad by good fortune.
Track record
20+ years in sales, digital advertising, social media and technology.
- 100%
- Proven track record
- 2009
- Founder of Alterno Agency
- 100+
- Brands
- 1,000+
- Campaigns and projects
Some brands and organizations I have collaborated with (through Alterno Agency)
Consulting
Consulting with R. Luquis
Sometimes what you need isn’t an agency, but direct access to the judgment of someone who has been doing this for more than 20 years. I lead every engagement myself; if you also need a team to execute, we can evaluate bringing in Alterno Agency.
Corporations and companies
Custom consulting
Private conversation · Fast and direct
For brands, marketing teams, companies, institutions and larger-scale projects. Engagements are quoted individually and, when specialized execution is needed, Alterno Agency can join the team.
Potential collaborations
- Consumer brands
- Automotive
- Restaurants
- B2B services
- Institutions
- Marketing teams
- Education
- Manufacturing
Blog
Posts
I write from Santurce, Puerto Rico, about digital advertising, technology, business, politics (maybe), family, and any other thing that crosses my mind and that I can no longer keep stored away. 💭
Latest
01Technology · October 16, 2026
AGI: when artificial intelligence stops being just a tool
A sociological reading of artificial general intelligence: what may change in work, trust and advertising when AI can do almost any intellectual task.
3 min
02Technology · October 4, 2026
I'm not a programmer. But I've spent most of my life learning how the Internet works
Nearly three decades of digital curiosity, a new generation of artificial intelligence and one lesson: building technology doesn't start with code, it starts with understanding the problem.
7 min
03Advertising + Marketing · September 28, 2026
We Have More Data Than Ever. That Doesn’t Mean We Understand People Better
Digital advertising turned much of human behavior into metrics. My background in Sociology taught me that observing a pattern isn’t the same as understanding it.
7 min
Professional picks
Advertising, technology and business
The posts that best show how I think and work.
Advertising + Marketing · September 28, 2026
We Have More Data Than Ever. That Doesn’t Mean We Understand People Better
Digital advertising turned much of human behavior into metrics. My background in Sociology taught me that observing a pattern isn’t the same as understanding it.
Read post
Technology · October 16, 2026
AGI: when artificial intelligence stops being just a tool
A sociological reading of artificial general intelligence: what may change in work, trust and advertising when AI can do almost any intellectual task.
Read post
Business · May 15, 2026
Owning a Business: Sanity or Madness?
My honest answer after more than fifteen years at the helm of Alterno: a little of both. And when the rewards come, nothing else compares.
Read post
By topic
Technology · October 16, 2026
The rocket car I drew at age nine now exists
In 1991 I drew a car with rockets. Today the Tesla Roadster lifts off with thrusters. A sociological reflection on nostalgia, the future, AI, Elon Musk, and what my children will see.
9 min read
Technology · October 16, 2026
AGI: when artificial intelligence stops being just a tool
A sociological reading of artificial general intelligence: what may change in work, trust and advertising when AI can do almost any intellectual task.
3 min read
Technology · October 4, 2026
I'm not a programmer. But I've spent most of my life learning how the Internet works
Nearly three decades of digital curiosity, a new generation of artificial intelligence and one lesson: building technology doesn't start with code, it starts with understanding the problem.
7 min read
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