This article was originally published on P&M and Copublicitarias.
OMD has announced the appointment of Lina Toledo as its new CEO for Colombia. Lina assumes this new position having served as Director of Success Marketing Ecosystems for four years and recently as Director of Media Services and Monetization at Puntos Colombia, for the past year.
Regarding her appointment, Lina states: “I am very excited to be able to take on a professional and personal challenge such as the general management of OMD, an agency that has accompanied me on my journey and with which I have had the opportunity to work from different fronts as client, creative agency and media partner. I hope to be able to contribute a lot to this new story that we will build together with a great team committed to doing different things but in favor of the objectives of our current and future clients and allies. I want to thank Hernán Peña and the OMD and OMG team for the vote of confidence, they have all my commitment and energy to continue making OMD a great reference in the world of media and data”.
OMD is part of the global OMG network, currently led in Colombia by Hernán Peña Álvarez, who assures: “Lina is an old friend of this house: in the past as regional visa director at Proximity and, more recently, as a client in a successful group and Colombia Points. Lina is a top-notch professional. Her leadership, her charisma and her focus on results make her the ideal person to continue the path of permanent evolution that a brand like OMD must follow”.
Juan Niño, regional CEO of OMD, said about the appointment: “For me it is exciting and very challenging to have people like Lina in the team, a career in fundamental fronts that give her the experience of taking OMD to another level, a profile not very common in current media agencies which will enrich our value and proposal and some impressive human qualities to find the perfect balance between business performance and caring for our people.”
The position had been held by Claudia Franco since 2021, who is currently assuming a new challenge as Chief Operating Officer at OMG Colombia.
Lina is a social communicator with an emphasis on organizational communication. For more than 10 years she worked in advertising agencies with clients from different sectors: mass consumption, airlines and finance, helping them with strategic communication planning and digital evolution. Subsequently, for the next 4 years, she dedicated herself to working in the world of Retail with a successful group, as director of marketing ecosystems, focused on strategic planning for paid media (atl + digital), own media, and performance. Her last challenge was at Puntos Colombia, where she had the task of structuring the audience and media monetization area from scratch, generating a new profitable source of income for the company based on its greatest asset: data”.
