Jose Teran Announced the appointment of Santiago Cortes as CEO of TBWA Colombia

Sep. 22, 2026

Jose Teran, CEO of Omnicom Advertising LATAM, announced the appointment of Santiago Cortés as CEO of TBWA Colombia, as part of a broader plan to strengthen the agency’s operations in the country and enter a new phase focused on expanding its capabilities, developing its talent and accelerating business growth.

The appointment also marks Cortés’ return to Colombia following an extensive international career spanning Latin America, the United States and Asia. Over more than two decades, he has led multicultural teams, agency operations and integrated strategies for global brands, bringing together creativity, effectiveness and business growth.

José Terán, President of Omnicom Advertising LATAM said:

"Santiago’s arrival is an important step in the plan we have been developing to strengthen TBWA Colombia and build its next phase of growth. His international experience, deep understanding of the business and, especially, his ability to connect creativity with results make him a strong leader for this moment in the agency’s evolution. Santiago returns to his home country with a global perspective, but also with a deep understanding of Colombia and our industry. We are very excited to have him leading this new chapter."

 

Cortés most recently served as Chief Commerce & Growth Officer at VML Mexico, where he led the integration of commerce, creative and shopper marketing capabilities, as well as WPP’s operating model for The Coca-Cola Company in Mexico and new business growth initiatives. Prior to that, he served as CEO of Geometry Mexico from 2019 to 2023.

Before taking on that role, Cortés led Geometry Peru, an operation he launched from the ground up in 2015, building an integrated marketing offering and developing a portfolio of regional clients.

A significant part of his career has also been connected to The Coca-Cola Company. While at Ogilvy, Cortés worked with the company across several markets. He began in Bogotá with responsibilities across Latin America, later moved to New York to lead the Coca-Cola business in the United States, and subsequently relocated to Tokyo, where he oversaw the relationship with the company and multicultural teams in Japan.

Erin Riley, Chief Executive Officer of TBWA said:

"Santiago’s appointment reflects our ambition for TBWA Colombia and the importance of this market to our network. His experience building teams and businesses across very different cultures and markets, combined with his belief in the power of creativity to drive growth, is strongly aligned with what we are building at TBWA. We are delighted to welcome him and support him as he begins this new chapter."

 

Cortes’ appointment represents the first concrete step in a broader plan Omnicom Advertising has been developing to strengthen TBWA Colombia, consolidate its capabilities and continue building a competitive and relevant operation for both its clients and the wider market.

Santiago Cortes said:

"Returning to Colombia after so many years building my career across different markets also means returning to where it all began. I take on this challenge with tremendous enthusiasm and the conviction that we have an exciting opportunity to continue building an agency where creativity has a real impact on our clients’ businesses, and where talent can do the best work of their careers."

 

In his new role, Cortés will lead the next chapter of TBWA Colombia, bringing together creativity, strategy and business growth while developing local talent and strengthening relationships with the agency’s clients.