At the first Women to Watch Argentina event in Buenos Aires, Ad Age and Adlatina celebrated 15 outstanding women in marketing, advertising and media. Close to 200 people attended the luncheon, organized by Adlatina, Ad Age's partner in Spanish-speaking Latin America, on June 1 at the Brick Hotel in the elegant Recoleta neighborhood of Buenos Aires.
Ad Age has hosted an annual U.S Women to Watch event in New York for the last 17 years honoring the top women who are changing the industry. International expansion began in China with the debut of Women to Watch China in 2012. (See this year's U.S. honorees, named on June 1, here).
In a Women to Watch first, the Buenos Aires event will air later as a one-hour TV program on Argentina's Telefe network, a sponsor of Women to Watch Argentina (along with Geometry Global). Cristina Perez, a well-known TV news anchor, hosted the event.
Romina Fernandez (above), marketing director, Danone Waters of Argentina, makes social responsibility and sustainability a priority, but also has a superb track record with new products. She scored two big hits recently with the launches of lightly carbonated We and Levite Cero-flavored waters, taking share from rivals without cannibalizing Danone's own brands.
Like other Women to Watch events around the world, where honorees' children, spouses and parents often attend, along with their colleagues, it was a family affair. Mexican-born Katzi Olivella, Coca-Cola's senior manager for marketing and integrated communications for Argentina, Uruguay and Paraguay, attended with her two small daughters and her mother, who flew in from Mexico for the event. At right, Adlatina CEO Jorge Martinez.
Fernanda Medina (above), manager of advertising, promotion and image at Banco Galicia, reversed the general unpopularity of banks in Argentina for her brand by nurturing a wildly popular campaign that has been running for eight years featuring the saga of a bickering couple, free-spending Claudia and frugal Marcos, as they argue their way through shopping trips, encounters with ex-boyfriends, a breakup, and finally a baby, all while using Banco Galicia credit cards, loans and other services.
Doris Capurro started and ran several companies, including her own ad agency which she sold to Publicis Groupe, before joining Argentina's national oil company YPF, where she advises the country's top leaders in her role as VP-communication and public and institutional affairs.
TV news anchor Cristina Perez hosted the Women to Watch Argentina event.
Nora Tela, VP of marketing, media networks, Disney Channels Latin America, is behind youth telenovela "Violetta," which was produced in Buenos Aires and became a global hit for Disney.
Lorena Bula, Procter & Gamble's marketing director, talked about using innovation to improve consumers' lives, even in small ways.