Agency stops using Taterka’s T and introduces new concept: ‘Iconic ideas build iconic brands’
One of the most traditional agencies in Brazil, DPZ will once again use its original brand, with the initials of the surnames of the three founders, Roberto Duailibi, Francesc Petit and José Zaragoza, who launched the agency in July 1968. The inclusion of the T in the acronym happened in 2015, when there was a merger with Taterka.
The agency also announced that it will use the signature ‘Iconic ideas build iconic brands’ as a way of reinforcing the agency’s own history of creativity.
According to CEOs Benjamin Yung and Fernando Diniz, this rescue is a symbol of a DPZ that is back to the future. “Duailibi, Petit, Zaragoza and many other talents that passed through here, made these lyrics so iconic in Brazilian advertising for one simple reason: iconic ideas. This is the legacy and vocation we continue to pursue.” said the creative and co-CEO of the agency, Benjamin Yung.
DPZ’s leadership board, coordinated by the two CEOs, is made up of professionals: Flavia Cortes (VP of operations and business), Rafaela Queiroz (VP of media and BI), Monica Szanto (director of culture and management), Fernanda Miné ( Head of Strategy and ESG), Rejane Romano (Communications Director), Marcelo Rodrigues (CFO), Fabio Losso (Business VP), and Marcos Yamamura (Management and Efficiency Director).
Currently, among the main customers served by DPZ are Renault, Electrolux, Ypê, Vivo, Pizza Hut, Nestlé, Ambev, Polenghi, Tok&Stok, Petrobras and the Government of the State of São Paulo.
Fernando Diniz and Benjamin Yung took over the agency about a year ago, when Edu Simon, until then CEO, together with Rafael Urenha and Paulo Ilha left the company to found the Gallery. At the time, the executives took the McDonald’s, Itaú and Natura accounts to the Gallery.
DPZ is the second iconic advertising brand to be used again just this year: last month it was DM9’s turn to return to the market after the merger of Sunset, TracyLocke and Track, from CRM.
Icon history
Considered the three most famous letters of advertising creativity in Brazil, the agency’s name is a reference to the founding partners Roberto Duailibi, Francesc Petit and José Zaragoza.
For Roberto Duailibi, the DPZ brand goes beyond the concept of an advertising agency. “I have heard hundreds of times people saying that their dream was to work at DPZ. I replied that it was my dream too, because we built an agency where all professionals could always exercise their creative freedom to the fullest”, says Duailibi.
In addition to having won the first Golden Lion in Brazil at the Cannes Creativity Festival, in 1975, with the film “Man of 40 years”, for the National Advertising Council, the agency was responsible for the creation of important logos, such as the by Itaú and Masp, and by “great icons” of Brazilian advertising.
Among the main examples of famous characters and campaigns that came out of the DPZ are Baixinho by Kaiser, chicken Lequetreque, by Sadia, Leão do Income Tax, pepper by Sundown, butler Alfredo, for toilet paper Neve, “ death of Orelhão”, for Telesp, and Garoto Bombril, immortalized by actor Carlos Moreno. And, more recently, the “Dragon’s Cave”, for Renault.
