The agency promoted Maria Piraj to VP of business and new businesses, Luisa Sotero to VP of media and data and hired Rodrigo Trtima to create
Lew’Lara\TBWA announced the consolidation of its executive board of vice presidents with the promotion of Maria Piraj to vice president of business and new businesses and Lusa Sotero as VP of media and data, in addition to concentrating creative leadership in Rodrigo Tritima.
According to the agency, the changes will take place after strategic restructuring of the agency, seeking an operational model that favors verticalization and multidisciplinary teams.
As a result, the agency is organized into teams focused on the day-to-day activities of a core group of clients, with end-to-end deliveries, aiming for complete work on building disruptive brand platforms and now reporting directly to a complete executive board, being Elise Passamani responsible for Culture, HR, Production and Operations, Raquel Messias for strategy, Rodrigo Tortima for creation, Lusa Sotero for media and data and Maria Piraj for customer service and new business, under the management of CEO & Partner Marcia Esteves.
The role of media and data leader was filled until then by Vicente Varela, who had been at the agency for five years, and who arrived at SBT. Lusa Sotero assumes the chair to respond to media and data for the entire agency from now on, even though she is still based in Brasilia to continue closely monitoring the work of the unit in the federal capital together with Banco do Brasil.
Lusa has been at the agency since 2020, as media director for the operation focused on Banco do Brasil, and is a professional with extensive knowledge in digital, online media negotiation and research, social media monitoring, business intelligence and offline media, acquired in the 15 years of experience in the advertising market.
