INNOVATION
Catalina Sánchez Ayerbe
★ President
Catalina started her career almost 25 years ago as a trainee in McCann Bogotá. Her inner artist moved her to study marketing and adverting, as she sees art in every step of the way in this business.
At the beginning of her career, she pictured herself as a copywriter, but on the rotation program, Francisco Samper, current CEO for MullenLowe SSP3 Colombia, saw in her special abilities for client service. Since then she has successfully handled global, regional and local accounts such as Coca-Cola, Nestle, L’Oréal, Latam Airlines, Avianca, General Motors, MasterCard, Banco de Bogotá amongst others. Two and a half years ago Y&R offered her the opportunity to lead the Colombian office operation. From that moment she had faced a lot of changes and has demonstrated a great capability of adaptation or how she likes to call it: “Working in beta mode”. She began her role as CEO for Y&R and Wunderman. One year later Wunderman passed to another regional head and she had the challenge to develop digital capabilities for her role in Y&R.
In 2018 Y&R, was recognized as the most respected agency for giving a solution to innovation, social, SEO and SEM problems for their clients. Understanding that content is one of the most important productive areas of the business and that clients were expecting better prices and fastest production times, she creates a new productive department: Y&R Productions.
On 2017 she was named “Woman to Watch” by Adverting Age. She has always believed in women’s power and leadership and has constantly work to inspire and support women to be able to be moms, wives and successful professionals, all at the same time. On September 2018 WPP announced the merge of Young & Rubicam and VML creating VMLY&R. Today her greatest challenge is to represent a new fresh company that harnesses creativity, technology, and culture to create connected brands that drive value for clients.
Throughout her career, she has been invited as a jury for important industry awards.
Javier Guerrero
Javier, graduated from England and took back his knowledge to Central America, to open the first Digital Firm in El Salvador that dedicates its talent to reduce the gap between technology, innovation and data on emerging markets for regional clients, with the vision of opening headquarters across the region, being Panama the second accomplishment for the firm.
With more than 12 years of experience, and merited international awards such as Festival of Cannes Lion, El Ojo, Jades, Caribe ; Javier has introduced and revolutionized regional brands digital businesses and commercial strategies such as The North Face, Steve Madden, AB InBev, Toyota, Multiplaza among other brands.
Guerrero, is focused on making business smarter in the Central American industry, through his expertise in strategy, CRM, data, development, user experience and the correct balance of business understanding with technology innovation and human insight.
Liliana Farinha
Digital Director
BYCOM
PORTUGAL
With more than 10 years of experience in digital marketing, Liliana closely follows social media and web advertising projects as well as the more complex websites regarding specifications and implementation, among other communication projects.
Her portfolio includes clients such as NOVO BANCO, REN, Minipreço, Pestana Group, FOX International Channels, The Navigator Company, Casa da Música, Honda, MSD, Zippy, NOWO, BFA, LACS, L’Oréal, Sogrape Vinhos and Bayer, among others.
Dedicated and passionate about the Web project management and team management, she does not dispense with music and travel in her life.
Martin Seele
Marketing Director
Qwell
Martin describes himself as being a contradiction personified!
With a successful career in advertising and marketing he still feels as naïve and enthusiastic about great ideas as he did on his first day.
While he does not think of himself as being particularly innovative he is always fascinated by innovations that open doors to new opportunities.
Martin is a free-thinking creative at heart but also appreciates the lessons that driving his own business has taught him.
Experienced on both agency- and client-“side” he understands commercial realities but firmly believes in the power of creative thinking to transform the world – in a good way!
Having won numerous prestigious awards he still doesn’t really understand how that happened, but realizes that great advertising comes from great people working with great clients.
While being fundamentally friendly he is firmly resolved to be a tough but fair judge.
He feels immensely proud to be a judge at the WINA festival.
Rodrigo Pinto
Commercial ManagerIn these 20 years of career Rodrigo have always devoted his time to the paradigm of «do what you cant» and «everything can be learned». He has dedicated to learn certificated his skills as a Data Base Administrator Oracle and Microsoft for Telefónica and Cobol Programmer for Codelco Chile.
In the years from 2008 to 2019 he developed the Commercial and Alliances in Technology area for Oracle and Lexmark and in parallel he dared to innovate in the world of marketing with a company of his own. In 2014, created Exonumis, the first Topography Drone company in Chile, focused on services in Mining and Construction. The business model was to improve the delivery times of the plans and digitize the delivery of the result. Exonumis has more than 5 years in the market and works with the largest engineering companies in Chile.
Then launched Cee-Platform Chile to mix the technological knowledge with the OOH, in order to activate the street ads and take them to the cell phone.
That’s why his company is WeLatinoamerica.