Wieden+Kennedy has promoted André Gustavo to the role of global chief operating officer, a newly created position to lead the independent agency’s global expansion strategy. Previously president of Wieden+Kennedy Latam, responsible for operations in São Paulo, Buenos Aires and Mexico City, André now assumes global responsibilities in the new role.
The executive has been with the network for 14 years, having held several leadership positions. He was responsible for opening W+K offices in São Paulo and Mexico City, as well as the creative hub in Buenos Aires. He also led Nike’s global team in Portland for four years.
As global chief operating officer, Gustavo’s mission is to identify new opportunities for expansion around the world, in addition to implementing process improvements so that teams across the network work increasingly more integrated.
The executive is the first Latin American outside the United States to be part of the global leadership team, reporting to Neal Arthur, global CEO, and Karl Lieberman, global CCO of Wieden+Kennedy. André Gustavo will remain based in São Paulo (Brazil).
“W+K operates much more as a network than as individual offices. We are a W+K with a much broader global approach for global clients. We have moved from a model of offices that operated independently to a network that works in an integrated way, sharing clients and contributing to their growth, as well as building modern brands. This requires more efficient operations and someone who knows how to scale our model. André has been very successful in doing this in Latin America – and we are delighted to have him bring his unique value and perspective to W+K globally,” said Neal Arthur, Global CEO of the network.
For André, it is a privilege to take on a broader role in the network. “I am very honored. Wieden+Kennedy is a special place, truly unique. Being part of this agency has always been a dream, one that I have lived intensely for the last 14 years. Knowing that I have the trust of the W+K network to help put into practice our expansion plans for the coming years is incredible. I could not be more proud and full of energy.”
After serving as global leader of W+K for Nike in Portland, Oregon, where he lived for four years, André Gustavo returned to Brazil in 2022 to take over the São Paulo operation. The following year, his responsibilities in the region grew. He was responsible for opening the first Spanish-speaking W+K office in the world – in Mexico City – followed by his promotion to president for Latin America.
As part of his global transition, André Gustavo has appointed Camila Hamaoui to succeed him as president of the São Paulo office. For Latin America, André will continue to lead alongside Rodrigo Jatene, who is responsible for creative in the region.
Over the past two years, Wieden+Kennedy São Paulo has established itself as a creative and new business powerhouse. The agency has secured accounts for Google, Ford South America, PEPSI and Betano. It has also developed creative projects for renowned brands such as Eudora (Grupo Boticário), in addition to expanding its scope within its current clients, including Nubank, Nike, Budweiser, Uber and Old Spice.
Since its inauguration in 2023, Wieden+Kennedy Mexico City has also been on a path of consolidation. Led by CCO Jessica Apellaniz and President Pablo de Arteaga, the agency has won accounts for Aeromexico, Cerveza Victoria (ABI), Ford, Uber and Nike. The campaign Piérdelo todo. Gánalo todo. / Win it all. Lose it all, for Nike and the Mexican women’s national soccer team, stands out.
