Liliana Caro

Liliana Caro

Liliana Caro

Chief Marketing Officer - Kinetic Worldwide

Judging Chair

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.

Having earned her stripes at IPG and Havas Media, Caro came to Kinetic in 2015 with a stated imperative of making out of home “sexy” again. Skeptics may have chuckled, but Caro meant it, and through a program she calls Active Journeys, she and her team have turned out some of the cleverest (and measurably successful) OOH executions in the segment.

Kinetic secured a 6 percent increase in billings last year, thanks in large part to Caro, who is “a communication and messaging guru,” according to Kristien Turner, vp, marketing strategy for client HSBC. “Liliana always sees the thing no one else sees,” adds Kinetic CEO Mauricio Sabogal.

“Out of home has existed forever,” Caro says, but through the addition of mobile, it’s a new medium. Today, it “can actually help close the loop from online to offline, and take advantage of the space … you’re in—and I think it’s sexy.”