Daniel Pelaez

  • Current company Enmedio
  • Location Colombia
  • Industry Enterprise Software & Services

Sebastián Obregón, Daniel Pelaez, and Sebastián Molina saw the signs and founded Enmedio, a digital signage company that delivers real-time, targeted content through interactive screens.

Friends since age five growing up in Medellín, the entrepreneurs have spent three decades living, working, and studying together. Both Sebastián Obregón and Molina attended EAFIT for college, where Obregón studied Business and Molina studied Product Design Engineering. After graduating, both pursued Master’s degrees in Marketing at Los Andes University in Bogotá. Daniel, meanwhile, received an undergraduate degree in Business Engineering and an MBA from ISEAD.

The three friends moved to Shanghai in 2005, hoping to discover business opportunities. They learned about digital signage, a novel concept in Colombia that was gaining momentum around the world. At the beginning of 2006, they returned to Medellín with 30 screens, sold the vending machine company, and founded Enmedio Comunicación Digital S.A.S.

Enmedio responds to the digital revolution with dynamic signs that engage audiences by delivering the right message to the right people at the right time and place. Enmedio applies this technology to four business lines. Screens are equipped with third party facial recognition software that informs reports detailing user behavior to help clients measure ROI.

Enmedio’s business model is innovative in the digital signage market: while most companies specialize in one vertical, like installing screens for ads on buses, Enmedio targets all prominent, high-traffic venues and uses the same technology to fit the needs of ad clients, corporations, and marketing agencies alike.

Stay up to date on our entrepreneurs, events, research and more.