COO and CSO of WMcCann say they have had few examples of women in leadership positions
Renata Bokel Chief Operating Officer (COO) & Chief Strategy Officer (CSO) at WMcCann, but before joining the world of communication and, more specifically, advertising, she worked for 10 years in the area of environmental law, with the right to a plaque with name on the room door. It was at the age of 27 that Renata decided to leave the law to start from scratch in communication.
The executive began her career in the advertising market as brand manager at Ana Couto Branding & Design. Thereafter, she became director of planning for Africa, developing and managing the strategy of Ita, Walmart and Vivo. Later, she became VP of planning at Isobar and BETC / Havas, working for brands such as Fiat, Jeep, Sky Brasil, TIM, Nivea, Banco do Brasil, Unilever, Whirlpool, Peugeot and Citron, PepsiCo, among others.
Prior to joining WMcCann, Renata led the consumer and engagement department for Latin America at IBM iX and was responsible for designing marketing solutions that combine creativity, strategy and technology for clients and consolidating a broader company presence for major brands such as Vidalink , Santander and Volkswagen.
Since the time of law, I sought to have a data-driven career. I couldn’t use it I guess, or approach a case without concrete arguments and evidence. And in communication I also look for this same strategy from the beginning, when it was not talked about, said the executive.
It was in 2019 that Renata took over as Chief Strategy Officer (CSO) at WMcCann. At the time, Kevin Zung, who held the position of COO at the agency, said that having a professional with Renata’s background, who combined communication and technology, would bring a different look to the clients’ business strategy. That same year, Renata joined the Cannes Lions jury in the Creative e-commerce category.
In March 2022, Renata was promoted to Chief Operating Officer (COO), with the aim of strengthening operational efficiency and integration in the quest to expand the results of the agency’s clients. At the time, Renata stated that her challenge would be to integrate the teams in an efficient and agile way, directing the work so that they bring the best result to the clients.
Curious, restless and brave
Bento’s mother and coming from a matriarchal family, Renata said she grew up in an environment of strong women, but that during her career building, she had few examples of women who were in leadership positions.
My mother was an executive and I was always used to having very strong female figures around me. But at the same time, I always saw my mother wear pantsuits and not use perfume or makeup so as not to look so feminine at meetings. And look, she was an executive at a women’s fashion magazine, recalled the executive.
Defined by herself as restless, curious and courageous, Renata said that one point that helped her during her journey to the leadership position she holds was having male leaders who were allies in the fight for more space for women.
Today, Renata says that one of her passions in her career is to form teams and increasingly include women in conversations. I’m a big believer in corporate generosity, in including more diverse women in the conversation. WMcCann today has 63% of women in leadership and 58% in the agency, completed Renata.