Women to Watch

Ad Age's Women to Watch Grows: Mexico Is Next on Dec. 1

Mexico City Event Will Honor 14 Outstanding Women in Marketing, Advertising and Media

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Ad Age's Women to Watch continues to expand in Latin America with the launch of Women to Watch Mexico, following earlier events this year to honor outstanding women in marketing, advertising and media in Argentina, Brazil and Colombia.

Ana Maria Olabuenaga
Ana Maria Olabuenaga Credit: Courtesy of Adlatina

Ad Age will celebrate the first Women to Watch Mexico event in Mexico City on Dec. 1, in partnership with Adlatina, Ad Age's partner in Spanish-speaking Latin America, and with support from local publication Roastbrief.

One of Mexico's 14 honorees is Ana Maria Olabuenaga, an iconic figure in Mexico's ad industry as a leading female creative director and agency co-owner who until a few months ago was CEO of Publicis Groupe's Olabuenaga Chemistri. Due to her decision to leave and sell her shares to Leo Burnett, her shop merged with Burnett in April, becoming one of Mexico's biggest agencies. Amid speculation about what Ms. Olabuenaga would do next, she recently opened consultancy Olabuenaga & Cuchi Consultoria with her long-time business and creative partner (and long-time husband) Jorge Cuchi.

Maria Teresa Arnal
Maria Teresa Arnal Credit: Courtesy of JWT

Ms. Olabuenaga isn't the only honoree to take on a new challenge this year. Maria Teresa Arnal, a former Microsoft exec and leading digital entrepreneur who was founder and CEO of a digital strategy and marketing firm called Clarus, joined J Walter Thompson Company Mexico earlier this year as CEO. Since May, she heads both the JWT agency operation and Mirum Mexico, a digital network formed by JWT and WPP that acquired Clarus.

Lourdes Lamasney, a former big-agency creative director who opened her own shop, Marca Lamasney, in 2009, merged her agency with Richards/Lerma in February 2015 and became principal and chief creative officer of the Mexico City office of Dallas-based U.S. Hispanic agency Richards/Lerma, working with auto brands Chrysler, Jeep, Ram and Dodge.

Eight honorees are marketers, many of whom have regional Latin American roles.

Laura Tapia Navarro
Laura Tapia Navarro Credit: Courtesy of Adlatina

Laura Tapia Navarro is the director of marketing capabilities for Latin America at Procter & Gamble. Thanks to her years of P&G experience in different categories and countries, she now oversees the training program for all new marketers in Latin America, and runs the Governance Board for advertising and media agencies that work with P&G.

A former agency exec in her native Spain, Marta Fontcuberta joined Coca-Cola Co. a decade ago and moved to Mexico in 2010 to found and run the local integrated marketing communications team; she was promoted to regional director for integrated marketing communications in Latin America two years ago.

Marcela Velasco Camara
Marcela Velasco Camara Credit: Courtesy of Adlatina

Marcela Velasco Camara is director of corporate marketing at Telcel, the Mexican subsidiary of Carlos Slim's America Movil and the country's biggest mobile operator. She's also responsible for the brand, under the Claro name, in 16 other countries.

On the media side, Maca Rotter is executive director of Televisa Consumer Products, a licensing rights division she started at Mexican broadcast giant Grupo Televisa. Last year she became president of Mexico's Brand Licensing Association PROMARCA, and published the first how-to book in Spanish about licensing, called "The 10 Commandments of Licensing, the Secret Behind the Brands."

In addition to the four events in Latin America this year, Women to Watch honorees were celebrated in the U.S., where Ad Age started Women to Watch in 1997, and in China and Turkey. In March 2016, the first Women to Watch Europe event will be held in London.

Here is the complete list of 14 honorees who Ad Age and Adlatina will celebrate at the Women to Watch Mexico luncheon on Dec. 1 at La Hacienda de los Morales (For more information, please contact Belen Martinez Cima at [email protected], or purchase tickets or tables here).

Congratulations to:

Carolina Arana, senior director of innovation and growth platforms for Latin America, Kellogg

Maria Teresa "Mariate" Arnal, CEO, J Walter Thompson Company Mexico

Lilia Barroso, CEO, Group M and Mindshare Mexico

Carla Juan Chelala, director general of marketing, Grupo Financiero Banorte

Aline Clavellina, senior VP and head of new business, Grupo Bimbo

Magdalena Ferreira Lamas, VP marketing, Avon

Marta Fontcuberta, regional integrated marketing communications director, Coca-Cola Latin America

Lourdes Lamasney, principal and chief creative officer, Richards Lerma

Ana Maria Olabuenaga, director, Olabuenaga & Cuchi Consultoria

Maca Rotter, executive director, Televisa Consumer Products, Grupo Televisa

Paula Santilli, SVP and general manager, Savory PepsiCo Mexico Foods

Analu Solana, CEO, Saatchi & Saatchi Mexico

Laura Tapia Navarro, director of marketing capabilities for Latin America, Procter & Gamble

Marcela Velasco Camara, director of corporate marketing, Telcel/Claro

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