SUMMARY
summary of her career
Maco brings together 30 years of professional experience, marked by notable successes across a plethora of brands. Her career spans engagements with renowned brand icons such as Coca-Cola Latam, Danone (Argentina, México, and Spain), La Serenissima, Molinos Río de la Plata, Nestlé, American Express, Unilever, YUM, Kimberly Clark, Bayer, Diageo, P&G, Schick Latam, Kraft, IBM, Beam Suntory, The North Face, Samsung, Cotton Inc, Merck, Mercedes Benz, México Tourism, Uruguay Tourism, Bimbo, Pillsbury, General Mills, and numerous other global and local icons.
Among her achievements are milestones such as the development of Danone's Ser brand in Argentina and her leadership across various categories since its inception. Additionally, her successful communication strategies for Coca-Cola Latam's Non-Carbonated business stand out. Maco has consistently expanded business for international agencies she's worked with, building strong relationships based on results, trust, professionalism, and credibility with clients. She's been instrumental in launching new communication platforms and introducing innovations in media and ideas. Many of the campaigns she's collaborated on have received accolades at advertising festivals worldwide.
Throughout her career, Maco has led and integrated teams in international companies, particularly in the areas of innovation and product development. She has also provided branding and innovation consulting services to significant players in the Mexican market such as Grupo Bimbo, The Coca-Cola Company, Diageo, Cuervo, Tourism destinations, and Foundations. Her leadership roles have included serving as Chief Operating Officer of the Ogilvy Mexico Group, General Director of Ogilvy & Mather + Ogilvy Action, VP Account Services & New Business Director at Publicis Mexico, Coke & Schick Regional Director at JWT Latam, VP Account Services at JWT Mexico, and Group Account Services Director at Y&R Argentina.
Maco's passion for her work had led her to attempt, from Kingdom, to lead the significant change taking place in communication worldwide. In addition to founding Kingdom, she had co-developed a worldwide network of independent agencies of which she was a partner and founder. Maco had just been appointed by the WeAre Network as an executive board member, alongside Belgium and Dubai. Therefore, Maco, in addition to her responsibility at Kingdom, had been in charge of network decisions for more than 13 agencies serving over 990 clients in Europe, America, and Australasia.
Experience
ENTERTAINMENT CONTENT DEVELOPER AND SCREENWRITER
2022 to 2024
From 2022 to the present, Maco has been deeply engaged in a variety of content projects, focusing on creating compelling narratives for both series and feature films. In addition to her current projects, she actively explores fresh concepts to lay the groundwork for future endeavors, ensuring a continuous stream of innovative content.
FOUNDER & BOARD MEMEBER OF “WE ARE” INTERNATIONAL NETWORK OF INDEPENDENT AGENCIES
2018 to 2024
For the last 6 years, Maco has been part of Kingdom, which is a worldwide network of independent agencies known as Interpartners. Two years ago, she teamed up with some members of this network to launch We are Agencies, an independent agency network based in Belgium that offers global services. She co-owns and co-founded this network. Together with its network partners, We are Agencies has served global brands like Merck Germany across the world and Kingdom in 15 Latin American countries. Within this network, Maco has successfully recruited immensely talented agencies, facilitating the sharing of talent and business opportunities.
FOUNDER & C.E.O. KINGDOM MEXICO
2009 to 2024
While Maco was serving as COO of Grupo Ogilvy México and CEO of Ogilvy & Mather and Ogilvy Action, an explosion of new independent agencies in the U.S. and Europe began to set a new course in advertising and generate a profound change in the industry worldwide. In Mexico, this change had not yet begun, nor had the boom of independent agencies awakened. Maco's passion for her work led her to attempt, at the beginning of 2009, to launch Kingdom and, from her own business, to try to lead in Mexico the significant change that communication was experiencing worldwide.
For over 11 years, Kingdom has managed to position itself in the Mexican market. Among its portfolio of clients is Unilever Mexico, for whom they have executed campaigns for brands such as Knorr, Magnum, Hellman's, Sedal, Zest, Unilever Food Solutions, Maizena, and Savilé. Other clients of the agency include Samsung Galaxy, Bayer, Mini (BMW), Cotton Inc, Beam Suntory, Club America Futbol Team, FontVella Spain (Danone), Bonafont, Melody, Museo del Niño México, and Bimbo (Milpa Real, Polvorones Marinela, Suandy, Príncipe, Canelitas, Barritas Marinela, Triki Trakes). The agency has also been responsible for the production of the latest campaign for Tourism of Mexico Country, Baileys from Diageo for all of Latin America, and many other responsibilities with local and international clients.
Kingdom has redefined the brand-consumer relationship by acknowledging the transformative impact of the internet, media diversification, consumer empowerment, and brand credibility challenges. As a response, the agency has evolved into both curator and creator, fostering open dialogues with consumers and shaping popular culture. With a focus on innovation, talent, and flexible methodologies, Kingdom ensures brands effectively engage with their audience, recognizing the active role of modern consumers. This approach has consistently yielded positive revenue and business outcomes for the agency.
C.O.O. - OGILVY GROUP MEXICO / GENERAL MANAGER - OGILVY & MATHER MÉXICO / GENERAL MANAGER - OGILVY ACTION MÉXICO
2007 to 2009
During her time at Ogilvy, she expanded Nestle's business by securing Gerber and NAN for Ogilvy Heathworld's specialized care division. She also generated new business opportunities for Redworks in divisions such as Ice Cream, Chocolate, Child Nutrition, and Presidency/Corporate Communications. Additionally, she brought in new business for Coca Cola and successfully won the attention of the Mexican Public Safety Ministry campaign through a pitch.
Serving as Chief Operating Officer, she restructured the Agency's operations to enhance efficiency. This restructuring involved streamlining the structure of Ogilvy's entire agency group, including Ogilvy & Mather, Ogilvy Action, Ogilvy One/Ogilvy Interactive, Ogilvy Healthworld, and Redworks. Her efforts led to greater profitability for the Agency during her tenure, and she also played a significant role in recruiting outstanding talent in the industry.
ACCOUNT SERVICES VP OF THE ENTIRE CUSTOMER PORTFOLIO OF PUBLICIS MéXICO / NEW BUSINESS VP - PUBLICIS MéXICO
2007
At that time, Publicis was in the process of acquiring local partners, and Nestlé recommended Maco to lead international accounts at Publicis. Consequently, Publicis invited her not only to this responsibility but also to oversee new business ventures. During her management, Nestlé appointed her as the business leader for the management of all brands and entrusted her with new business categories under the responsibility of Publicis México. Her achievements included winning the Energizer BTL account and creating a new activation mass communication platform for the agency's primary clients. This platform involved the development of an exclusive television program for Telcel and Banamex (Citi).
VP ACCOUNT SERVICES FOR INTERNATIONAL CLIENTS - JWT MEXICO / REGIONAL DIRECTOR - JWT LATAM
2004 to 2006
In her role, she was responsible for clients such as Nestle, Bayer, Coca-Cola, Casa Cuervo, Kimberly Clark, and Schick Latam. Her most notable accomplishments at JWT México included growing the Coca-Cola business by securing accounts for brands like Joya, Escuis, Ciel/Dasani (water) for the entire Latin American market, Delaware Punch, Minute Maid Revita, Minute Maid Nutri +, Minute Maid Capi, Nestea, Powerade, and Powerade Light. Additionally, JWT México was entrusted with the Cuervo brand's Rums, a business previously held by DDB. Competing successfully, JWT México won two women's protection brands for Kimberly Clark: Unika de Kotex and Kotex Lily. Many of these projects received accolades at Cannes, Clio, London, FIAP, El Sol, Ojo de Iberoamérica, and Círculo de Creativos de México 2006. Schick's regional campaigns garnered recognition from the global client, being utilized in Europe and the USA.
ACCOUNT SERVICES VP - Y&R ARGENTINA
1996 to 2003
She was responsible for managing accounts such as Bayer, APSA, Children's Museum Foundation, Star Alliance, General Mills, Danone, Monsanto, Cervecería y Maltería Quilmes, Schweppes, Technos, and Molinos Río de la Plata. Among her main achievements was winning the Bayer account in January 2000 and, together with her team, creating the Bayaspirina campaign, which was evaluated by Bayer worldwide as the best aspirin campaign. This campaign was used in 2002 across all countries in LATAM and Central America. She also successfully secured the accounts of APSA and Pillsbury. Additionally, she received several International Danone Awards for the communication of the Ser brand. The growth of this brand allowed its expansion into three different categories (dairy, cookies, and water) and later became a benchmark for water catering in the region. Her successes extended further as she held the distinction of being the Account Director with the highest number of pitch wins in the agency.
ACCOUNT SERVICES DIRECTOR - OGILVY ARGENTINA
1992 to 1996
In her early days at Ogilvy, her primary clients were IBM, American Express, Monsanto, Philips, the Uruguayan Secretariat of Tourism, Duracell, Mercedes Benz, Las Leñas Ski Resort, Arcor, Hyundai, and Mercedes Benz. Her standout achievement during this time was being selected as the top professional in account management for IBM in the LATAM region at an annual meeting in Montreal. Personally awarded by Shelly Lazarus, this recognition underscored Ogilvy's commitment to strengthening its relationship with IBM, with Maco delivering excellent results while managing the account in Argentina.
ADVERTISING PROFESSOR - FAECC
1995 to 1997
During and after completing her degree in Advertising, María José worked from 1995 to 1997 as a Professor of Market Research and as a Practitioner of the Advertising Degree Seminar at Fundación de Altos Estudios en Ciencias Comerciales (FAECC), where she pursued her university studies.
Languages
Skills
Experience
RECOGNITIONS
WOMEN TO WATCH MÉXICO 2018
Advertising Age's Annual Women to Watch honorees
are inspiring the next generation of leaders.
Women to Watch seeks to recognize women around the world who are changing the industry and making names for themselves at companies of all kinds—brands, agencies, technology providers, or media platforms. Honorees are groundbreakers, forward thinkers, and rainmakers in the marketing and advertising realm who are blazing trails with new solutions, standout creative work, and business-building initiatives.
INTERESTS
Cinema, literature (both reading and writing), philosophy, music, contemporary art, painting and sculpture, installations, technology, water sports, and incorporating new cultures through travel.
Education
Master's Degree in Screenwriting for Film and Television at the Core Entertainment Science School
FILM SCREENWRITER
Graduated December 2022, Madrid Spain.
INDUSTRIAL CLUB MEXICO CITY
DIPLOMATE IN EVERYDAY LIFE IN PREHISPANIC AND COLONIAL MEXICO
By the anthropologist Eduardo Matos Moctezuma, México City, 2006.
Philosophy Seminars WITH JOSE PABLO FEINMANN PHILOSOPHER
MODERNITY, POSTMODERNITY & GLOBALIZATION
One year studies, 2002 to 2003.
PHILOSOPHERS ON THE HOLOCAUST AND DICTATORSHIPS
One year studies, 2003 to 2004.
BUENOS AIRES ARGENTINA, SEVERAL TRAINING COURSES
SEMINAR OF EFFECTIVE NEGOTIATION
Bs.As. Argentina, 2002
DATABASE MARKETING & CUSTOMER RELATIONSHIP
MARKETING SEMINAR
Bs.As. Argentina, 1999
COACHING FOR RESULTS SEMINAR 1999
Bs.As. Argentina, 1999
COMMUNICATION STRATEGIES ELABORATION SEMINAR
Bs.As. Argentina, 1998
FUNDACION DE ALTOS ESTUDIOS EN CIENCIAS COMERCIALES
BACHELOR OF ADVERTISING
Graduated December 1996, Bs.As. Argentina.