Ariel Bérgamo will continue to expand the business within the company’s model
IPG Mediabrands Brasil is presenting its new CEO, Ariel Bérgamo, whose mission will be to boost the agency’s growth and strengthen its “full specialist” positioning.
As CEO, Bérgamo will continue to expand the business within the model that combines 360º communication disciplines, an ecosystem of integrated marketing services, specialized agencies and business units.
“What I have seen over the years is that the Brazilian market is very dynamic and has a special way of working. We have already operated in many countries where the integration between creativity and media is difficult because many markets still work on these topics separately. In Brazil, it’s all together, so the ‘full specialist’ proposal that Mediabrands has is incredible for me and will be a great challenge”, said the executive.
Among the main challenges of the position, Bérgamo highlighted the development of work tools and technologies, as well as new crafts for customers. “In many Latin markets, we use this data to create strategies for our media plans and we will bring this integration to Brazil, because it gives us the opportunity to stimulate the market”, he added.
To begin his management, Ariel will be guided by opportunities and practical actions within four pillars that aim to evolve the team and the agency’s capabilities, with the aim of meeting future needs and taking advantage of the strengths of IPG’s specialized business units, like Magna and IPG Media Lab, to anticipate market, technology and future trends, helping clients lead change.
“We want to accelerate the contribution between media and creativity, bring learning about how tools can accelerate the creative process with data to clients and, soon, we will launch a new way of working where we will have an end-to-end process with data which will be integrated into the planning process. With this, we will accelerate the return on customers’ investments. Furthermore, part of our plan is to automate some of our day-to-day processes because we still have many manual things”, explained Bérgamo.
In his priorities, the new CEO of IPG Mediabrands also highlighted the commitment, towards the industry and society, with sustainability and social responsibility, as fundamental pillars of his leadership.
“As Brazil ranks as one of our most important markets within the region, with great growth potential, Ariel’s leadership will bring a new era of strategic expansion and propel IPG Mediabrands to greater heights. His objectives are focused not only on expanding our presence throughout Brazil, but also ensuring that IPG Mediabrands navigates and addresses the unique nuances of this dynamic market,” added Sergio Kessissian, CEO of IPG Mediabrands Latin America.
The executive has served as regional president of the Initiative for Latin America for four years and will maintain the position for now, but, according to him, the plan is for there to be a replacement for his position at the agency.
“My priority will be Brazil and I will spend most of my time focused on that. I have a strong team that is taking care of Latin America functions at the Initiative and the idea is that someone else will take over my role there so that all my concentration is here, in Brazil”, explained Bérgamo.
With more than 30 years of experience in communications in the media sector, the Argentine has worked for brands such as Unilever, ABinBev, Ford Motor Co, HSBC, Bayer and Adidas.
