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
Brands and organizations I have worked with
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.
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
01Family · September 25, 2026
Three Kids: Millionaires in Love
Eight, three, and two years of beautiful chaos. Three little people who came out of nowhere and are now partners (or enemies). We’re not millionaires in money, but we are in love. Verdict: highly recommended.
3 min
02Family · September 25, 2026
Working with My Wife: The Most Beautiful Kind of Crazy
They say working with your partner is crazy. I’ve been doing it with Irka for years, and all I can say is that it’s been one of the most beautiful things that’s ever happened to me.
3 min
03Advertising + Marketing · September 18, 2026
Your Own Website Matters More Than Your Social Media
Platforms change the rules every year. Your domain is the only digital asset you truly control—and it’s still the best investment you can make in your personal brand.
2 min
Professional picks
Advertising, technology and business
The posts that best show how I think and work.
Advertising + Marketing · September 18, 2026
Your Own Website Matters More Than Your Social Media
Platforms change the rules every year. Your domain is the only digital asset you truly control—and it’s still the best investment you can make in your personal brand.
Read post
Technology · August 21, 2026
The day I connected to the internet for the first time
1993, my friend Javier's house, a screeching modem and a screen that opened the world to us. A look at the internet in Puerto Rico since the days of Coquí Net.
Read post
Business · May 15, 2026
Owning Your Own Business: Sanity or Madness?
My honest answer after more than fifteen years running Alterno: it is a bit of both. And the benefits, when they come, are unlike anything else.
Read post
By topic
Gaming · September 25, 2026
Why I let my 8-year-old play Fortnite (with supervision, of course)
The skills that gaming develops which almost nobody sees: planning, communication, teamwork, leadership, motor skills, technology, and even English. From the mouth of a gamer dad.
7 min read
Family · September 25, 2026
Three Kids: Millionaires in Love
Eight, three, and two years of beautiful chaos. Three little people who came out of nowhere and are now partners (or enemies). We’re not millionaires in money, but we are in love. Verdict: highly recommended.
3 min read
Family · September 25, 2026
Working with My Wife: The Most Beautiful Kind of Crazy
They say working with your partner is crazy. I’ve been doing it with Irka for years, and all I can say is that it’s been one of the most beautiful things that’s ever happened to me.
3 min read
