Starting at R/GA – one of the leading “pure play” digital agencies in the world and, as always, ahead of the curve. R/GA never disappoints us – and their presence in Brazil and Argentina is already formidable with more than 83 people in the Sao Paulo office and 102 in Buenos Aires.
Barry Wacksman, Chief Growth Officer worldwide for R/GA, gave an update on the agency network and one of its newest initiatives – the R/GA Accelerator – which provides services to start up companies and adds value to the agency offering. Three strong case studies rounded up an excellent start to the day.
IRIS Worldwide – had set up their show for us in order to demonstrate their activation, eventing and sustainable below line brand work and they did not disappoint us. “ Participation branding” is the name of the game and IRIS have developed five rules for brands to make this happen. Again some excellent case studies were included.
IRIS is now 15 years old as an agency with hubs in London, New York and Sao Paulo and plans for Asia. Independent and entrepreneurially driven, they are an agency to watch.
Peralta - one of the most awarded creatives in Brazil started this agency in 2007 and has no plans to sell to a big network – though he is often approached. Wanting to build an agency like Droga 5 or Wieden and Kennedy, Peralta is succeeding with large clients and competes at top level with the leading Brazil agencies. “ Emerging advertising for emerging markets” is Peralta’s clear positioning and their intentions are to collaborate with agencies in South Africa and China as part of their planned growth.
A very strong planning agency, Peralta demonstrated their success through some excellent case studies.
Saatchi & Saatchi – Brazil and worldwide - Worldwide CEO, Kevin Roberts, had flown in for the Summit and gave us a comprehensive update on the entire network including the five ways in which they have transformed this world famous agency. As always Lovemarks are predominant and this has moved forward to Loveworks. Their mission: to deliver the most loved work that is shared. Saatchi recognizes that consumers are sharing content as soon as they see it, participating in that content and adapting it. Winning significant business like Walmart, has strengthened Saatchi’s shopper marketing expertise along with its 85 year old relationship with Procter.
HAVAS World Wide - We ended the day and night with Havas who are 5th largest agency in Brazil and very significant on the Latin American continent. Havas is committed to keeping media, creative and digital all under one roof and it is working very successfully for them in their network. A return to the 70’s is how they see it but with all the modernity of technology.