Adweek has named Kinetic's Global CMO Liliana Caro a 2017 Media All-Star, recognizing her as one of today's most innovative executives in the media planning and buying business.
In her winning profile, Liliana is praised as an agency trailblazer, highlighting her efforts in moving the entire Out-of-Home industry towards an audience-centric model that bridges traditional outdoor formats with mobile, social and experiential touchpoints. As Adweek noted: "She and her team have turned out some of the cleverest and measurably successful OOH executions in the segment."
This honor follows the global rollout of Kinetic’s first strategic framework, Active Journeys - a unique communications planning model that connects the physical and digital journeys in order to engage with audiences contextually, regardless of offline and online silos.
"Liliana is a communication and messaging Guru who is actively helping brands navigate the opportunities that the new virtual world presents. She uses her wealth of experience to look to the future and explore where location and contextual data are opening up new ways to reach an increasingly connected consumer base," said Kristien Turner, VP of Marketing Strategy Americas, HSBC. "In a rapidly changing landscape, Liliana and team are helping me understand how we embrace the complexities of these multi-channels whilst at the same time personalizing and commanding the content we produce," he added.
"I met Liliana back in Colombia, where she was working for Pepsi. Right away I recognized her talent and potential," said Mauricio Sabogal, Global CEO of Kinetic. "Liliana is the only advertising executive who has developed two different strategic frameworks for global agency networks. Today at Kinetic, our Active Journeys process is revolutionizing and transforming the industry."
Liliana is the first Kinetic executive to make the list. Read her full Media All-Star profile here.