Wavemaker appoints new LATAM CEO

She was previously at Publicis’ Starcom

Wavemaker has appointed Gabriela Vargas as CEO in Latin America (LATAM). Joining from Publicis’ Starcom, Vargas will report to Wavemaker Global CEO Toby Jenner and GroupM LATAM CEO Cesar Recalde.

Based in Mexico City, Vargas will join the Wavemaker Global Executive Team, as well as the GroupM LATAM Leadership Team ExCo, and collaborate closely with GroupM and WPP leaders across the region 

Vargas has 25 years of experience in the industry. Her first advertising role was with Leo Burnett, working with global clients and participating in the consolidation of several new businesses. Since then, Vargas has held various management positions in agencies, including Initiative, Carat, and, most recently, at Starcom.

I met Gabriela when I visited Mexico City in August and was immediately impressed by her pioneering spirit. She’s a natural provocateur. Gabriela is smart and driven with huge integrity. She works with enthusiasm and passion with her management team to develop client brands. Gabriela will make a massive difference to our clients and our people across the region, making us incredibly well-positioned for continued success. I’m so thrilled she’s joining the team.

Toby Jenner, Global CEO at Wavemaker

In 2020, Vargas was recognised as an Ad Age and Ad Latina Woman to Watch for her accomplishments in the ad and marketing industry and made the list of Forbes’ 100 Most Powerful Women in Mexico. 

Vargas said, ‘I’m looking forward to building on Wavemaker’s success to date in LATAM and use my experience to drive meaningful growth for the media agency, it’s clients and our people in the region.

‘I’m truly excited to join the many familiar faces at Wavemaker, and I’ve been impressed by its strong culture of positive provocation.’

Vargas will take up the role effective immediately. 

Featured image: Gabriela Vargas / Wavemaker