Caroline Jaramillo, appointed Head of Fuse Colombia

Fuse, Omnicom Media’s global sports and entertainment division, has appointed Carolina Jaramillo as the Head of Fuse Colombia, ahead of the Bogotá-based office’s launch.

With more than 15 years of experience in Sports and Entertainment partnerships and brand strategy in Latin America, Jaramillo will lead the Fuse Colombia team and help local and global brands build meaningful connections with audiences. She will create relevant roles for them within the stories, passions, communities and experiences that shape culture, combining Fuse’s global expertise with Omnicom Media’s data, technology and integrated agency network.

Jaramillo will work alongside Cristian Jaramillo Betancur, Chief Growth Officer & Managing Director at Fuse Colombia. The leadership team will oversee the operation’s strategic direction, business development, creative solutions, and partnerships offering.

Fuse Colombia combines strategic planning, creative, data, production and media partnerships. At the heart of its offering Panel de Creators, a co-creation model designed to address business challenges by uniting clients with strategists, creatives, data specialists, producers, media professionals, athletes, journalists and entertainment creators. Its approach combines audience, market and brand insight to find solutions with cultural relevance and clear commercial objectives.

Today, sport represents an increasingly relevant opportunity for brands to become part of culture and build meaningful connections with audiences. According to The Sponsorship Effect, a study published by WARC in 2025, 73% of the best-performing sponsorship cases analysed achieved sales results, demonstrating the potential of sponsorship to contribute to business growth.

Carolina Jaramillo, Head of Fuse Colombia, said:

“How people discover, consume, and participate in sport and entertainment is changing, Fuse Colombia will help brands integrate into the stories and experiences people care about through collaborating with Colombia’s leading media, sports, and entertainment partners.”

Louise Johnson, Global CEO of Fuse, said:

“Sport and Entertainment offers brands powerful opportunities to connect with audiences. Fuse Colombia combines local cultural insights and specialist talent with the strength of our global network. This helps brands build effective partnerships that deliver results across streaming, gaming, digital communities and emerging content formats.”