In the last two years, the company has added 17 new brands to its portfolio
Created in 1992 by Luiz Lara and Jaques Lewkowicz, LewLara\TBWA celebrates its 30th anniversary with a third movement, already underway, under the leadership of executive Marcia Esteves, CEO and partner of the agency since December 2019. The idea, according to the agency, to strengthen more human relationships to build a happier environment.
In Marcia’s words, the pandemic required more work and less pay, but recognizing dedication makes sense to envision the future. And it was with this vision that in the last 24 months LewLara\TBWA added 17 new brands to its portfolio.
It doesn’t matter if a brand has just arrived or if it’s been with us for a long time, our mission is that they get bigger and better every day, summarizes Marcia, who plans to launch the Next global platform in Brazil at the beginning of 2013, which, among other functions, brings a deeper look at equity, environment and technology issues. We already use it, but it remains to be formalized.
The agency’s 30th anniversary was attended by Troy Ruhanen, global CEO of the TBWA network, who praised the Brazilian model that has the media internalized in the structure and not outsourced as an independent business as in most countries. It makes more sense, he says.
Currently acting as chairman of the operation, Lara recalls that the construction of cases and clear positions gave consistency to the work alongside Lewkowicz and professionals such as Marcio Oliveira, Manir Fadel, Felipe Luchi and Ded Laurentino, for example. Po, Po, Po, for Wickbold and Carne Friboi, for JBS, are some of the projects that corroborate the trajectory. Success was built by balancing creativity with strategic thinking, says Lara.
