5 Minutes with... Catalina Sánchez

After 23 years working with clients like Coca-Cola, Microsoft and Sony at McCann - the agency where she first started as a trainee - Catalina Sánchez became the CEO of Y&R and Wunderman Colombia seven years ago. Following the company’s split from Wunderman and subsequent merger with VML in 2018, Catalina has gone from strength to strength at the helm of VMLY&R Colombia. 

Growing its revenue by 20% in just the last year, Catalina has helped to evolve the company into one of Latin America’s most prominent digital agencies. Through her passion and expertise in combining user experience with the business of experience, the CEO has instilled a culture within the agency where the business revolves around customer needs, audience connections and the value of creative ideas.

A proud mother and wife who champions “the transformative power of women in business”, Catalina speaks to LBB’s Ben Conway about the female peers who help guide and inspire her day-to-day, the goals she’s set and accomplished for VMLY&R Colombia, and the professional projects that have made her proudest in her career so far.

LBB> How did you get your start in the advertising industry? Was it always a goal of yours?

Catalina> I was crazy about art, writing and music. I wanted a career in which I could live a little bit of this every day, and that’s why I decided to study marketing and advertising. Two years after my graduation, I began as a trainee at McCann where I worked for 23 years with great clients, like Coca-Cola, Nestlé, L’Oréal, Microsoft and Chevrolet among others.

LBB> What’s the most important lesson/piece of advice you received early on in your career? How does it influence you and your work today?

Catalina> I faithfully believe that you can be a great professional, but if you are not a good person, you won’t succeed. I’ve had the fortune of working with amazing humans and empathic leaders. Being that kind of leader for my team is what makes me work to be better every day. 

LBB> You joined Y&R seven years ago - what were some of your goals when you joined, and have they been achieved? How has the business changed in that time?

Catalina> I’ve learned in all these years that we need to always be in ‘beta mode’. At a certain point, I did project the company and myself through certain paths, but it's fair to say that there have been many changes and so we must adapt strategies and plans constantly.

Seven years ago, I came to be Y&R and Wunderman CEO. Two years later, WPP decided to separate the companies. Then, two years later in 2018, we got merged with VML and adopted the VMLY&R name. Then we face the pandemic. Now, we are a bigger network, including additional partners like VMLY&R COMMERCE | Geometry, Market Data and Corebiz.

So... the answer is, we grew 20% in revenue last year and we hope to keep it going while facing every situation as an opportunity to be better.

LBB> You say that you believe in “the transformative power of women in business” - which of your female colleagues and peers do you look up to most? How have they impacted this industry? 

Catalina> Firstly, our global CMO Beth Wade. She is the kind of leader that is strong, empathetic and isn´t worried about being vulnerable. Beth Ann Kaminkow, New York CEO and VMLY&R COMMERCE CEO - she is brilliant, brave and inspiring. And last but not least, Christine Nolen, my thrive coach at VMLY&R´s leadership program, who changed my life and makes me understand that I could be more generous with myself, and also that I could be comfortable being a badass when I have to.

LBB> How have you seen the attitudes and infrastructure of the industry change towards women throughout your career? And how are you ensuring VMLY&R Colombia nurtures its female talent?

Catalina> Seven years ago, I was a strange thing - it wasn’t normal to see women assuming leadership roles. WPP and VMLY&R make a strong effort to develop female professionals in our industry, so my job is to be aware of all these programs and to ensure that all the women in our company can access these opportunities. My objective is to let our teams know that they just need the will to be whatever they want, and we will be there to give them the support and tools to make it happen.

LBB> What was your first professional project and what are your memories of that? And what was the project or piece of work that you felt really changed your career?

Catalina> My first professional project was on the Coca-Cola account [at McCann] as a trainee. I worked every day to be the best me, and years later, this allowed me to become the leader of the whole account. Also, seven years ago, I assumed a CEO position, which no one believed I would be able to succeed with. 

LBB> What’s the most challenging aspect of your day-to-day? How do you lead your team through difficult or stressful times?

Catalina> The most difficult thing for me is when I am not able to make someone succeed in the company and have the responsibility of letting them go. I’ve led my team through difficult times - letting them know that this is our job in the good times and the bad ones - knowing that the bad times is where the great leaders shine. 

LBB> How is the advertising industry evolving in Colombia? What are your main targets for the rest of 2023 and for 2024?

Catalina> Clients are looking for a simpler way to solve their marketing and communication problems. 2023 has been a very difficult year due to political and economic changes. So now, I´m working on our current clients and on bringing in additional ones - all this while rethinking our offered capabilities to better suit the Colombian market. 

LBB> Outside of work, what do you do to decompress or stay fresh? And what motivates you in work and in your life?

Catalina> My family, especially my 10-year-old boy, is what keeps me centred and motivated. I also love exercise and that’s how I decompress myself. After the pandemic, I realised how lucky I am to be healthy and strong for one more day. So, it doesn’t matter how difficult the day is, I always remember that.