is the only Brazilian agency present for three consecutive years in the Top 10 largest agencies in the world in Cannes, Africa Creative continues its trail of innovation in the creative industry after the return of Sergio Gordilho and Mrcio Santoro to the partnership. After announcing important moves in its creative leadership (with the arrival of co-CCOs), and in business leadership (with the promotion of co-COOs), the agency now announces the unprecedented position of VP of Content, which will be occupied by Patricia Colombo.
A journalist by training, Patricia worked in the field for almost 10 years, focusing on culture and music. She has worked for major media outlets such as Grupo Jovem Pan, Rolling Stone Brasil, UOL and Ita Cultural, in addition to having collaborated with Globosat’s digital channels (BIS and Multishow) in covering festivals such as Rock in Rio and Tomorrowland.
Seven years ago, he migrated to the advertising industry, starting his journey at Red Bull Brasil, where he says he learned “the importance of Branded Content with consistency and boldness for building brand territories”. Her career also includes two years at AlmapBBDO as Content Strategist and three at WMcCann, where she served as Head and shaped the content and influence department. It is the first time that Patrícia has worked in Africa, and it is also the first time that the agency has invested in this position.
“We place social content creation at Africa Creative in a place as important as Planning, Media, Creation and Production. Social networks are constantly expanding, Content and Influencer Marketing are a reality, brands need them to effectively talk to their customers. target. Placing content in a structured way in a department with such sensational leadership as Patrícia is something pioneering in the market. This is the African way of being. We are very happy that she accepted the invitation to be part of our team and we are looking forward to what is to come”, comments Sergio Gordilho, partner and CCO of the agency.
Patrícia will be responsible for structuring the Content department and, in partnership with co-CCOs (Joanna Monteiro, Mariana S and Nico Bergantin), ensuring that major campaigns, special projects and initiatives always on of customers have strategic efficiency in generating conversations in the social from a storytelling creative and contemporary.
“The language of entertainment is now fundamental for brands to build cultural relevance. It is through data and creativity, combined, that we are able to leverage this presence to address business objectives in an assertive and well-contextualized manner to the channels. I want to join and learn from all the talents here because I identify a lot with the creative DNA of the agency. Gordilho and Santoro are restless and are always looking for innovation. I’m very excited about this new stage”, comments Patrcia.
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