In today’s evolving business landscape, Wunderman Thompson positions itself not just as a traditional agency but as a forward-thinking growth partner. Blending the capabilities of a consultancy, a technology firm, and a creative powerhouse, the company delivers solutions that go beyond marketing, enabling transformation through innovation, strategic design, and digital enablement. Spearheading the financial strategy for Colombia and Central America is Agustín Correa, Chief Financial Officer, who has been instrumental in reshaping the regional business

A Journey of Strategic Transformation

When Agustín joined Wunderman Thompson in 2018, the mission was clear: to shift the business model from a conventional creative agency into a modern, agile consultancy. This required not only redefining the company’s structure and services but also leading a cultural transformation from within. At the heart of this journey was the vision to invest in people, develop talent, and build capabilities that align with marketing technology, anchored in creativity.

One of Agustín’s first strategic priorities was to simplify the organization’s complex stakeholder and legal frameworks and focus on a singular vision. By streamlining operations and investing in high-performance talent, the Colombia office evolved into one of the most admired business units in the network, known for its innovation and effectiveness.

These efforts quickly yielded results. By 2019, the company had improved its profit margin by more than 19 percentage points and significantly accelerated cash generation. This was achieved by implementing new internal controls aligned with SOX compliance, strengthening client partnerships, and creating robust financial and administrative systems.

Agustín shares, “We prioritized building business units centered on talent and martech, while reducing our annual operating costs by 1.4 million dollars. Today, we are one of the fastest-growing and most profitable markets globally, respected for the quality of our solutions and our focus on innovation. Everything we do is about solving human challenges, driving sustainability, and helping our clients grow.”

An International Perspective with Local Impact

Over his 18-year career, Agustín has worked across various sectors including retail, advertising, and sporting goods, with roles spanning Latin America and Europe. This global exposure provided him with a deep understanding of diverse markets and business cultures. He started his professional journey in Argentina and eventually returned to the WPP network, bringing with him a wealth of experience and a strong vision for transformation.

The decision to rejoin the marketing services industry was driven by his belief in the leadership at Wunderman Thompson and a desire to contribute to a transformative vision. From the interview stage itself, he recognized the opportunity to drive positive change and has spent the past several years executing that mission.

Though known for his perfectionism, Agustín embraces adaptability. He understands that success lies not in achieving flawlessness but in continuous improvement. “Dedication is the key to moving forward. I focus more on finding solutions than dwelling on the challenges,” he explains.

He also actively supports diversity, equity, and inclusion. Agustín values curiosity, humility, and empathy as essential leadership traits, recognizing that diverse perspectives can enhance decision-making and build more inclusive workplaces.

Leading Through Complexity

One of the defining moments in Agustín’s career came during the transformation of Wunderman Thompson Colombia in 2018. The organization was struggling with internal misalignment, financial instability, and low team morale. Clients were dissatisfied, and there was a lack of direction and clarity.

Agustín led a two-pronged strategy. First, he streamlined the business structure, making it leaner and more agile. Second, he focused on hiring and developing talent that could elevate the level of service offered to clients. By aligning everyone under one vision and improving commercial terms, client trust was restored, and the business regained momentum.

When asked about his views on financial instability in the fintech sector, especially after the FTX collapse and SVB incident, Agustín highlights a shift in responsibility. “For the first time, private financial firms are realizing the need to act responsibly without relying solely on government intervention. This will likely push banks to maintain larger reserves, which could initially affect interest rates but may also contribute to lowering inflation and curbing excessive consumption.”

Guidance for the Next Generation

To aspiring entrepreneurs and professionals, Agustín offers straightforward advice: “Leadership, culture, and behavior are essential for strategic execution. You may be highly skilled, but without the right team and collaborative environment, your potential remains untapped. Remain humble, stay open to new approaches, and never stop learning.”

A Life of Meaningful Experiences

Agustín’s personal philosophy is centered around embracing experiences that enrich life for him and his family. An enthusiastic traveler, he views his international career as a chance to absorb the best of every culture, both professionally and personally.

Quote: “I live by the idea of experiences in life, for me and my family. I really enjoy traveling, moving through this international career that gives me the opportunity to obtain the best things of each nation and culture.”