Wild expands in Latin America with new Colombia office

The advertising agency Wild has expanded its regional presence by opening a new office in Colombia. As part of this strategic move, the firm has added Texaco and Grupo Magma to its local client portfolio.

Founded by Giorgio Di Vece and Patricio Toussaint, Wild operates in 19 countries and utilizes a centralized model designed to combine distributed talent with local sociocultural understanding. The agency aims to connect cultural variables with business objectives to navigate the changing communication industry.

In a separate development regarding digital commerce in Latin America, Mica Beleni, AI Director at Quabund.ai, identified WhatsApp as the preferred digital sales channel in the region, accounting for 80% of sales conversions. While WhatsApp is central to customer relationship and sales processes, Beleni noted that the rise of artificial intelligence is shifting how consumers discover products, necessitating that companies diversify their strategies through webchats and improved positioning in AI tools and search engines.