'How technology and social media amplification are moving OOH to the centre of strategic planning'
Mauricio Sabogal has dedicated more than 25 years of his career to the areas of media and marketing research, and was named “the most powerful Latino in the media agency business” by Advertising Age magazine.
In July 2014, Mauricio joined WPP as Global CEO of Kinetic Worldwide.
In his prior role as Global CEO of BPN, Mauricio led global operations of the newly launched IPG Mediabrands' worldwide media agency network, becoming the first Latin American in reaching the position of Global CEO of a media agency.
Previous to this role, Mauricio was President, World Markets at IPG Mediabrands, where he played a key role in the restructuring of IPG Mediabrands to the revolutionary model that divided the company’s worldwide operations by areas of economic growth instead of geographical locations. In undertaking this new challenge, Mauricio was responsible for the development of IPG Mediabrands’ agencies UM and Initiative throughout 52 reporting offices in 39 countries, in addition to other 50 affiliated offices across six continents.
Mauricio joined the IPG Mediabrands family in 2009 as Managing Director, Worldwide of Initiative and President of Mediabrands Latin America.
He started his career at Nielsen Colombia in 1990, later moving to Ecuador in 1994 as Managing Director to found and organise Nielsen in the country. In 1995, he was promoted to Director of Nielsen Media Research for Latin America based in Mexico, leading the expansion of the electronic audience measurement service with People Meters to Mexico, Panama, Colombia, Ecuador, Peru, Brazil and Argentina. While at Nielsen, he received the Arthur Charles Nielsen Award for groundbreaking results obtained during his tenure.
Mauricio moved back to Colombia in 1999 as President of the Andean Region for Mindshare (part of WPP), responsible for establishing Mindshare in Colombia, Venezuela, Ecuador and Peru. He was recognised among the 300 WPP’s global outstanding executives.
In 2002, he accepted the challenge of organising the Omnicom Group’s OMD Network in Latin America as CEO of the region. During the following years, OMD moved from being ranked number 7 to be among the top 3 agencies in the region, expanding from 7 to 19 countries and consolidated key markets such as Mexico, Colombia, Argentina and Chile. Under his tenure, OMD won major global accounts such as J&J, Visa, Nokia, GSK, BDF, Danone, McDonald’s, Cadbury Adams, Exxon Mobil, among others.
During this time, OMD Latin America became the most awarded media agency at the Cannes Lions International Festival of Creativity in 2003, owning this title for four consecutive years with a Grand Prix, 7 Gold Lions and several short lists at Cannes. These awards consolidated OMD as the most creative and innovative media agency in Latin America, resulting in Mauricio’s well-deserved promotion to CEO of Omnicom Media Group for Latin America and President of the Worldwide Creative Council of OMD. His achievements during this period include the development of the second OMG media agency brand, PHD, in Latin America and securing OMD’s worldwide position as the most creative media network, according to the Gunn Report, for 4 consecutive years.
Mauricio has been twice jury member at Cannes International Festival of Creativity, President of the Jury at the Festival of Media LATAM in Miami and President of the Jury at Cristal Awards in Europe, as well as speaker in major global advertising festivals, including the Festival of Media Global in Montreaux, Switzerland.
He earned a bachelor’s degree in Business Administration and a postgraduate degree in Marketing from Rosario University (Bogota, Colombia). He now lives in Connecticut with his wife and children, shares a passion for automobiles with his son and loves collecting classic toy cars from each of the countries he visits.
Other industry recognitions include:
2009, Named the most powerful Latino in the media agency business by Advertising Age magazine.
2010, Named one of the 20 most influential people of the decade, in the advertising business in Latin America by AdLatina magazine.
2010, Shortlisted as global media executive of the year at The Festival of Media in Valencia, Spain.
2011, Named one of the 100 most influential Colombians by Gerente magazine.
2011, Honored at ADCOLOR® Awards, in the US, as Legend, for his significant achievements and contribution to the advertising industry over the last two decades.
2011, Named Agency Innovator of the year, by international marketing publication, The Internationalist.
2012, Named one of the most prominent Latino of the year in the advertising business by Ad Latina Magazine.