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The independent media center Effective Media has announced the appointment of Victor Villar Spanish as Chief Operating Officer, who will report directly to the Founder, President and CEO, Raúl Baeza. Over time, Effective Media has developed a business model that provides integrated solutions for marketingmedia and content, “which will now be strengthened with the vision, experience and leadership” of Villar.
As reported by Effective Media in a press release sent to the media today, Thursday, May 25, 2023, Villar Español has three decades of professional experience. His “disruptive approach to advertising and marketing makes him stand out” and led him to work in various Latin American countries, as well as in China and the United States.
Villar Español has been part of the teams of Fortune 500 companies, such as Procter & Gamble, General Motors, Visa, Coca-Cola, L’Oréal, Richmond, McDonald’s, Telefónica, Cervecería Cuauhtémoc Moctezuma/Heineken at a global, regional and local.
“As Director of Operations, one of the fundamental objectives at Effective Media will be to boost business growth exponentially, as well as the formation of multidisciplinary work teams that allow us to face challenges with special emphasis on creativity, innovation and strategy. ”, Víctor Villar stated upon taking office.
“At Effective Media we are excited to have Victor as a key leader who will also dedicate himself to integrating multi-disciplinary teams under a technology and innovation driven mindset. data, having a solid track record in managing complex multi-cultural operations. This will definitely contribute not only to the growth of the agency, but also of our clients”, Raúl Baeza expressed, for his part, about the importance of this contract.
Professional career of Víctor Villar Spanish
Among Víctor Villar’s professional achievements, the press release highlights the co-founding of Starcom México in 1998. Together with a group of professionals, he led the company to become the number one agency in the country for more than eight consecutive years. Five years later he was appointed CEO of the Starcom MediaVest Mexico group and, in the same year, he participated in the founding of the Association of Media Agencies.
In addition, in 2006, he led the integration of one of the first global “Publicis Media” operations, bringing together four different media agencies (Starcom, MediaVest, Zenith and Optimedia). After founding the Starcom MediaVest Group Digital Operations in Latam from 2007 to 2010, in 2011 he was appointed to China to transform Procter & Gamble’s media operation. In 2015 and 2016, he co-led the adoption of programmatic advertising among all Starcom China clients, resulting in 300% investment growth by the end of the first year.
As EVP of Publicis and Board Member of the Global Product Acceleration Team in 2017-2018, he led the P&G/Publicis Global Product Integration, creating a strong and efficient agency model with accelerated adoption of eCommerce, Influence and Content Marketing, as well as solutions powered by deep data.
In July 2019, he co-founded GeniOss, an “Open Source Services” company with operations in China, the United States and Mexico. The company was built on three business pillars: management of innovative products (including acquisition, trade and development), consulting of marketing and advertising, and skills development programs.
After spending 10 years in China, in September 2021 he rejoined Publicis Groupe México as Digital and Business Transformation Leader for L’Oréal. At the same time, Víctor has also participated with the most important associations in the advertising and marketing industry such as IAB (Interactive Advertising Bureau), IVM (Media Verification Institute), AAM (Media Agency Association) and media research councils. in Mexico and China.
