Influencer marketing works like ‘gasoline’, enhancing the spark of ideas and generating talkability
DPZ’s VP of creative, Fabio Mozeli, will work alongside the recently hired VP of content Anna Martha, who welcomes content director Bibiana Saldanha to her team. The decision to integrate the areas of creation and content strengthens business generation in the creator economy, a market that could exceed US$480 billion by 2027, according to data from consultancy firm Goldman Sachs.
“Influencer marketing works like ‘gasoline’, enhancing the spark of ideas and generating talkability”, comments Benjamin Yung, BJ, CEO of DPZ. Authenticity is fundamental on platforms that encourage the expression of the most diverse opinions. “You need to surprise and be as creative as the person receiving the message”, points out Anna Martha.
At the agency since 2018, Mozeli remembers that any briefing can be transformed into content capable of communicating and entertaining. The ‘Millions Ypê’ promotion campaign is an example. “We introduced complex mechanics to entertain the public by bringing in the Chaves gang. It was such a success that SBT has just announced the return of Chaves to its programming”, says the executive, who has been leading the creation of the agency since 2021.
The reorganization of the structure also targets the business potential of retail media, which is expected to generate US$153.3 billion worldwide in 2024, an increase of 13.7% year on year, according to the report ‘The future of digital commerce 2024’, from Warc consultancy.
Under BJ, DPZ won the accounts of Petra, Minerva Foods, Bonduelle, Choco Krispis, Nescafé Dolce Gusto Neo and Nestlé Professional. The agency also works for Renault, Electrolux, Ypê, Sportingbet, Government of the State of São Paulo, Seguros Unimed, Unimed, Pizza Hut and L’Oréal.
