Adriana Montenegro, a successful marketer at
Samsung, was just hired away to set up
consumer marketing for Johnson & Johnson's medical devices, now
fairly anonymous products used in operations. "J&J wants to be
the biggest company in health that improves peoples' lives," she
said. "I'm not selling little screws for soldering, but helping you
walk better." Someday, she hopes, patients will ask their surgeons
which brand of medical device they plan to use.
Martha Ortiz, director of El Colombiano, says
the paper ended 2016 with a record number of subscribers, quite a
feat for a 105-year-old daily. "We're listening to the audience,
and what's important to them," she said of the 70,000 weekday
subscribers (and 140,000 on Sundays). El Colombiano is also
developing a distinct voice on social media, leaping in with quick
campaigns on topical issues such as violent behavior on social
Adriana Pineda talks tough with clients as VP
of strategic planning at J Walter Thompson, and they welcome it.
"They deeply appreciate a strategy that, even if it wasn't what
they imagined, does really solve their problem," she said.