Dentsu Creative Colombia Names New CEO Angélica Escrucería

Dentsu Creative Colombia, agency of the only creative network of the dentsu group, announces the appointment of Angélica Escrucería as its new chief executive officer, effective Monday, January 15, reporting directly to Philippe Seignol, CEO of Dentsu Creative LatAm, as well as dentsu Mexico and Colombia. The new executive arrives to contribute to the consolidation of the agency, which was launched globally in June 2022 at Cannes Lions.

"Angelica will lead the creative offering-which includes brand strategy and communications, technology and experience-and CXM-which comprises Commerce, Martech and CRM-to accelerate brands' business transformation and find new sources of growth," said Philippe. "At dentsu, we kick off 2024 by keeping our eyes on what's next, and reinforcing our promise to help our clients successfully navigate current and future business challenges."

With experience in Advertising, Business Consulting and Digital Marketing, the new CEO has a professional career of more than 19 years focused on driving growth and digital business transformation. During this time, she has worked in different business roles in multinational agencies in the Colombian market, including DDB, Young & Rubicam, J. Walter Thopmson and Mutato. Before joining dentsu, she worked at Wunderman Thompson as chief business officer Colombia, and later promoted to growth director LatAm, leading organic growth and new business initiatives in eight Latin American markets.

"At a time when Colombia is growing and our partners are embarking on an ambitious 2024, Angelica's exceptional track record and business acumen will help us consolidate the transformation of our vision in Colombia, responding to the new challenges of our clients in the market," Philippe added.

As for Angelica, she stated, "Being part of Dentsu Creative's ambitious journey is an honour. It is a genuine network, focused on results for our clients' business, and their culture of Radical Collaboration showed me that we have the potential to continue building relevance within the industry under our make it real mentality. To do this, we have diverse talent and an end-to-end service for bold, iconic brands. My priority is to make Dentsu Creative's relevance evident, attract and retain the best talent, and continue to reinvent the way brands are built in the modern world.”

Collaborator of different gender initiatives in the industry, the renowned professional has been selected as "Women To Watch Colombia" by Ad Age and Adlatina, and as "Woman Generator of Change in the Industry" by the Colombian Union of Advertising Companies (UCEP). She has been a speaker on several occasions and has also been a jury member in different local, regional and global competitions such as Effie LatAm, Gerety Awards, among others.

"Dentsu has grown rapidly, positioning itself as a powerhouse in the digital transformation of business and our challenge will be to create experiences of value," said Angélica. "It is an honour for me to be part of a collaborative network without limits as dentsu is, and to leverage our creative and digital transformation excellence in a market as challenging as the Colombian one."

Angélica's appointment reaffirms the momentum that the agency is experiencing in the market, since its launch in June 2023, within the framework of the Cannes Lions Festival of Creativity and since then has had a significant boost in the market, which began with the incorporation at the time of the launch of the renowned creative Pipe Ruiz Pineda as chief creative officer.