Expansion was structured to serve Heineken, the customer with which the model was born, in its main global markets
The Publicis group announced the launch of Le Pub in Latin America, with offices in São Paulo, Brazil, and Mexico City, Mexico. The international expansion of the model created in 2020 for Heineken should be accentuated in the next two months, reaching Cape Town, South Africa, Shanghai, China, and Singapore. A structured move to serve the beverage market giant in its main global markets.
Presented with units in Amsterdam, the Netherlands, and Milan, Italy, Le Pub seeks to connect data, technology and creativity to develop actions that generate an impact on society. In its short period of existence, it was responsible for actions such as Netflix Tudum and “Enjoy Before Returning”, for Diesel, which won Titanium Lions at Cannes last year.
In Brazil, the operation will be led by Felipe Cury, who was in Africa for almost 3 years as ECD and assumes as Chief Creative Officer (CCO). In 2019, with INNOCEAN Europe, it won the first Titanium Lion in German advertising history. It also has Ana Raquel Hernandes, as Managing Director, and Silvia Paes, as Head of Strategy.
“We live in a world where interaction with brands and the path to purchase are seamlessly integrated into our everyday experiences. In a cookie-free world, brands need to enrich people’s lives to be accepted into everyday culture – and creativity is essential to delivering this value to customers,” said Bruno Bertelli, global CEO of Le Pub and CCO of Publicis Worldwide.
