At the third annual Women to Watch Argentina event in Buenos Aires, Ad Age and Adlatina celebrated 16 outstanding women in marketing and advertising who are changing the industry. Two hundred marketers, agency execs and other industry leaders attended the luncheon organized by Adlatina, Ad Age's partner in Spanish-speaking Latin America, on May 29 at the Four Seasons in Buenos Aires.
This was Ad Age's first Women to Watch event of 2017, and will be followed next week by the second annual Women to Watch Europe event in London on Monday, June 5 (find out more here). And see this year's U.S. honorees, named on May 29, here. The U.S. Women to Watch event is on Aug. 3 in New York.
This year's trailblazers in Argentina, featured in the slideshow above from the Women to Watch event, include seven marketers, four agency execs, three media owners and entrepreneurs, a research maven and a technology leader.
A quick look at a few of this year's standouts:
As marketing director for Danone Argentina's Early Life Nutrition division, Maco Estebanez transformed a largely pharmaceutical unit that relied on pediatricians' recommendations into fast-growing mass consumer products through astute marketing using a trusted TV celebrity mom as a brand ambassador. Promoted in February to marketing director of Danone's big dairy category, she is revamping the two main brands Yogurisimo and Ser to appeal to younger consumers before tackling new product launches next year like bringing Greek-style yogurt to Argentina. She's already led a pitch and moved Yogurisimo to a new creative shop, Santo.
On the agency front, JWT's Anita Rios is the only female chief creative officer in Argentina (She is also married to a chief creative officer, David's Joaquin Cubria). Another trailblazer is Denise Orman. When BBDO Argentina's Orman told agency President Carlos Perez two years ago that she was ready for more, she was named chief operating officer, a new title in Argentina. Now, other Buenos Aires agencies are adding their own chief operating officers, she said.
At video ad tech company Teads, sold to European telecom giant Altice in March, Luciana Salazar is reinventing video advertising in Latin America as VP-head of programmatic for the region since last year, and says her job is becoming increasingly global.