GUT São Paulo announces the arrival of Luiz Arruda to take on the role of Chief Business Officer (CBO), a newly created position at the agency. He has worked at Box1824, AKQA, and WGSN. According to the agency’s statement, the professional arrives to confirm the agency’s commitment to having an integrated strategic approach to business, just as it does with creativity.
The CBO’s role will permeate several areas of the agency and boost new business based on pillars such as strategy, development and innovation. Luiz Arruda will be responsible for establishing new workflows, creating methods and processes capable of meeting latent market needs.
“Today we use strategy to work on branding and campaigns and we will start using it for everything: new businesses, our own business, for the agency’s new vertical – GUT Design -, for the content area and others”, says CEO, Valeria Barone.
In Luiz Arruda’s view, the CBO position at GUT São Paulo will allow him to combine the premises that have guided his career: strategy as a hybrid discipline that belongs to the whole and management as a holistic exercise. “I built my career understanding strategy as something hybrid and plural. It’s great to see that GUT shares this point of view; it’s the perfect connection between what I believe and what the agency does: thinking about business from a transversal perspective.”
