Partners Andre Kassu, Vinicius Reis and Marcos Medeiros prepare a manual to strengthen the team’s collaborative positioning
Opportunity arises when you least expect it. This is how publicist Marcos Medeiros began to format the Brazilian operation of Crispin Porter + Boguski, which is completing ten years in 2024. He was in a class at the Berlin School led by Porter when he made it clear that his agency’s international growth was not it involved country flags, but complicity with the culture built since the foundation: freedom, simplicity and commitment to results. He sought him out together with his partner, Andre Kassu, at AlmapBBDO, where they were creative leaders, and they soon got a yes from the former lawyer who at the age of 40 created one of the most inspiring agencies in the advertising business.
Medeiros was advised by Porter to have a business element. He remembered Vinicius Reis, with whom he had worked at DM9, and he accepted, even though he was involved in a newly created agency.
“We are in love with Chuck, who is an admirable being”, emphasizes Kassu, who praises his aesthetic simplicity and common habits, including taking his dog to his activities. “We are going to visit him to celebrate this first decade and he promised to take us to Minnesota to watch a football game”, says Reis, remembering that CP+B Brasil did not start with an aligned account. “It is very focused on the American market. We brought the brand and its DNA”, he highlights.
“Many people who committed to us gave up, but Ambev was our first achievement with Corona beer and a reputable beer division for the global market. We currently serve Guaraná Antarctica and Original beer. Reis remembers another founding client: McCain. “Before they imported, now they have a robust local operation with a factory in Araxá (MG).”
The Chinese automaker Zeekr, from the same group as Volvo, is also arriving and expanding the scope in the accounts of Motorola and Lenovo, both in the portfolio of the media agency Assembly, from the Stagwell holding, also controlling CP+B. From now on, the agency, in addition to the creative part of the two technology brands, which it has been coordinating for three years, benefits from alignment.
“Now, we have expanded, to build media/performance and serve the funnel base of both brands. With creative efficiency and to work on conversion with a B2B perspective”, details Reis, who is the CEO of CP+B, while Kassu and Medeiros act as CCOs. To reinforce the operation, “there is still the possibility of winning against Santander, which invited us to compete”.
Read the full article in the issue of propmark October 14, 2024
