Strategic Leadership for Growth in Colombia

Starcom, a global media agency and part of Publicis Groupe, announced ⁣on September⁢ 27, 2025,‌ the appointment of Lina Rivero as ⁤managing director for ⁤Colombia. Rivero will lead the agency’s ⁢strategy, drive growth, and develop talent within the country.

Extensive experience in Marketing⁣ and Communications

Rivero brings over two decades of experience in communication and marketing to ⁢Starcom.Throughout her ⁢career, she has held key⁢ positions ‌in‌ global agencies and collaborated with numerous local and international brands on media,⁣ data, and creative strategies.

Her background uniquely combines strategic leadership with ​an innovative and human-centered approach, further enriched by her artistic pursuits as an actress and playwright, and her⁢ role⁤ as co-founder of the‌ theatrical company Contradiction ‍Arthroatro.

Focus on Digital Conversion and Client Partnerships

Rivero expressed her enthusiasm for joining Starcom, citing the team, culture, and client base as key motivators. She highlighted Starcom’s blend of strategic and operational ⁢excellence,​ its focus on human experiences, global reach, technological integration, and its 80-year history. According to Rivero, more than 50% of Starcom’s current business stems from digital, data, and content initiatives.

Her immediate priorities include strengthening client relationships, streamlining ‌processes, and supporting the technological transformation of the industry. ​ In the medium term,she aims to identify new business opportunities and establish Starcom‌ as a leading regional agency known‍ for strategic effectiveness ‍and innovative thinking.

Leveraging AI and ⁤data for Competitive Advantage

Rivero emphasized the critical role of artificial intelligence,​ automation, and a holistic understanding of audiences in today’s fragmented and competitive market. Starcom will continue to provide advertisers with solutions that integrate data, media, and creativity to deliver lasting and impactful results.

Commitment to the Colombian Market

With Rivero’s appointment, Starcom reaffirms its commitment to Colombia, investing⁣ in innovation, talent development, and the creation of tangible value for its clients.