The International Advertising Association (IAA) announced the appointment of Valentín Bueno as its new Vice President / Area Director for Latin America. In this role, he will lead the regional strategic agenda, coordinate the work of the organization’s national chapters, and represent the voice of Latin America in global discussions. This appointment places him on the association’s global Leadership Team, reinforcing his position in the IAA’s international governance.
Recognized as the most influential network of marketing and communications professionals worldwide, the IAA brings together the main actors in the advertising ecosystem, including brands, agencies, media companies, technology platforms and industry leaders. With a presence in 56 countries and a network of around 4,000 members, the association promotes a transparent, sustainable communication environment built on best practices. Its mission is to serve as a bridge for professionals and companies seeking international growth, supporting its members through the technological, economic and cultural transformations shaping the industry.
Within this context, Bueno’s appointment marks a strategic boost for the region. With more than 30 years of experience in the advertising industry and a strong specialization in Out of Home, he has led international expansion processes for multiple companies, developing operations in 24 countries and managing projects in sectors such as technology, media, communications and content production.
His entrepreneurial mindset led him to found and consolidate companies such as Latcom–Worldcom and Contenidos Advertising, as well as to create Fundación Gestionar Esperanzas, dedicated to promoting social inclusion and sustainability initiatives across Latin America. He later expanded his business activity through Skywalker Group, driving projects in media, real estate, financial services and the arts. His most recent initiative, Distrito El Globo in Montevideo, is positioned as an innovative regional business hub that integrates technology, art and gastronomy, with the aim of projecting one hundred Latin American companies onto the global stage.
Bueno is recognized for his ability to forge alliances, his strategic vision, negotiation skills and continuous drive for innovation. His social and environmental commitment, along with his passion for rugby, mountaineering, diving and Latin American art, round out a profile that combines business leadership with a strong dedication to regional development.
“It is an honor to take on this challenge at a pivotal moment for our industry. The region has enormous potential and an ecosystem that is evolving rapidly. My focus will be on promoting greater integration, supporting the growth of local chapters, and strengthening the connection between advertisers, agencies, media and all actors across the value chain,” said Valentín Bueno.
