NEW YORK, September 8, 2020 – BCW (Burson Cohn & Wolfe), a leading global communications agency, announced today that Martin Montoya is joining the agency as President, Latin America, effective September 14. Based in Brazil, Montoya will be responsible for growth across 13 offices in the region, with a focus on strengthening the region’s integrated offerings.
“Martin has an enviable track record in building and leading agencies across disciplines and delivering integrated solutions that drive powerful results for clients. This was a critical factor in our search for a regional leader,” said Donna Imperato, Global CEO, BCW, to whom Montoya reports. “He also has a deep commitment to diversity and inclusion, to creating environments in which talent and culture can thrive. This, too, was a requirement for his role as an agency board member.”
Montoya has nearly 30 years of experience in leading global and regional teams, driving turnarounds, managing mergers and building collaborative work cultures. He joins BCW from Cheil Brazil where he served as Chief Operating Officer. Before that he spent nearly two years as CEO of Edelman Brazil, where his complete redesign of the business returned the office to financial health. Before that, he spent six years as President of WMcCann in São Paulo, managing a complex merger and ultimately driving double-digit revenue and margin growth. Earlier in his career he held management positions at J. Walter Thompson and Lowe Worldwide in Brazil and worked on clients across the consumer packaged goods, food, healthcare and technology industries. He is trilingual in English, Spanish and Portuguese.
“BCW has a long and proud history in Latin America and is highly regarded throughout the region for its creativity, strategic prowess and track record in exceeding clients’ expectations,” said Montoya. “I am honored to join Donna and her team and look forward to continuing the region’s impressive legacy of success.”
Montoya replaces Jim Joseph, who left BCW in August to return to his advertising roots at McCann Health.