The agency’s proposal to be a creative boutique guided by strategic creativity; first project for Santander
Fernanda Antonelli and Eduardo Lima, former executives of Wieden+Kennedy So Paulo, open a unit of the independent Spanish network Cyranos in Brazil. Under the name f+e/cyranos, the two publicists joined in partnership with the network’s founder, the creative Leandro Raposo, who started Cyranos in 2012 and now has bases in Barcelona, Madrid and Buenos Aires, and around 60 collaborators.
Former director-general and ex-executive director of creation at W+K SP, Antonelli e Lima had been away from the advertising market for a year, when they left the agency in September 2021 after the crisis with the negative repercussions of a film developed by W+K for the Creative Club Festival, which culminated in the departure of the executives and also of Renato Simes, who formed the leading trio at the time.
A system failure has occurred. Mistakes happen, but they don’t configure or summarize who you are. It is necessary to transform them into learning and reaffirmation of beliefs, such as that leaders must assume responsibilities and defend their team, declared Antonelli e Lima about the episode. According to them, during this period, they cultivated their intellectual, cultural, family and personal life and, since the beginning of the year, they dedicated themselves to building the faith/cyranos.
As majority partners of f+e/cyranos, the proposal of Fernanda Antonelli (CEO) and Edu Lima (CCO) is to create works that are less interrupted and more entertaining. To be a creative boutique guided by strategic creativity and more horizontal and purposeful relationships.
The agency starts operations with an inaugural customer, Santander, and talks with other brands, but nothing that can be communicated at this time. In addition, he is contributing to international work for Coca-Cola and Unilever. The agency’s relationship with the rest of the network will be one of camaraderie and companionship, based on intellectual admiration and mutual respect.
Regarding the remuneration models, the idea is that the model is designed on a case-by-case basis, always having as a reference the fair value for a strategically creative work and high care with the craft.
After individually occupying leadership positions in other agencies and, more recently, side by side, both Edu and I were worried about the next step to be taken in our careers. We knew that we didn’t want to revisit trails we had already traveled, and we were sure of the desire to be part of what is to come. I worked with Leandro Raposo, a world-renowned creative and founder of Cyranos, when I lived in Buenos Aires. We met again and identified the confluence of timing and our professional ambitions. Having Edu Lima and Leandro Raposo together, one in Europe and the other here, will be able to offer customers the best in the world in creative terms, says Fernanda Antonelli, who has also worked at the AlmapBBDO and JWT agencies.
An award-winning creative, Edu Lima had a long stint at F/Nazca S&S, where, alongside Fabio Fernandes, he won the only Grand Prix of Film in Brazil at Cannes Lions. I’ve always pursued creative and strategic work for each brand I’ve worked with. I have always tried to be with people with the same ideal. In this new phase, it will be no different. I believe the new more stimulating than the past. Our fight is for less interruption and more entertainment. Advertising is not dead. What is dead will be invasive. The truth that there is a place where everyone feels safe. His name commonplace. And there is no worse place for a brand to be today than in the commonplace.
