A LewLara\TBWA is making strategic changes that have a major impact on its leadership. The agency consolidates its board executive of vice-presidents with the promotion of Maria Piraj vice-president of Business and New Business and Lusa Sotero as vice-president of Media and Data, in addition to concentrating creative leadership in Rodrigo Trtima, composing the agency’s management body alongside Elise Passamani (CCOO) and Raquel Messias (CSO), under the management of CEO & partner Marcia Esteves.
The changes took place after the 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 deliveries end to endfocused on complete work on building disruptive brand platforms and now responding directly to a board full executive.
“LewLara\TBWA builds strong and lasting brands in a creative, innovative and simple way, in an increasingly complex and ephemeral world. To deliver a proposal end to end, we horizontalized services and verticalized seniority, with integrally focused teams and clear leadership. This allows us to work on building our brands with consistency, strategy and creativity, but also ensuring end-to-end execution”, comments Maria Esteves.
The role of Media and Data leader was filled until then by Vicente Varela, who had been with the agency for 5 years, and who leaves the operation for new professional challenges. Lusa Sotero assumes the chair to be responsible for 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 a professional with extensive knowledge in digital, online media negotiation and research, social media monitoring, business intelligence and offline media, acquired over 15 years of experience in the advertising market. She made up the group that, in recent years, highlighted the agency strategically and creatively, being the one with the most finalist pieces in the Colunistas-DF award in 2023, gold in the Effie and stars in the Creation Club Festival for Banco do Brasil, in addition to campaigns that marked the history and businesses of clients.
For the leadership of the business team, Maria Piraj, who arrived at the agency in 2021 as Managing Director for hub of Nissan, from now on takes over as Vice President of Customer Service and Business, and reinforces the agency’s verticalization and multidisciplinary strategy, being responsible for a team of more than 40 people who work in different specialties, from e-commerce, performance and content even advertising.
The leadership of Creation, previously shared between Rodrigo Trtima and Rodrigo da Matta, becomes the sole responsibility of Rodrigo Trtima, while Rodrigo da Matta takes on new challenges in the group, which will be announced soon.
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