About me

Expert in consumption and consumer behavior, Hugo Rodrigues was chosen by US group Interpublic to succeed Washington Olivetto in the leadership of WMcCann in November 2017, after having led one of the biggest changes in the advertising market by moving Publicis from the 10th to the 2nd place in the ranking of Brazilian agencies.

At WMcCann the success was repeated for 2 consecutive years. The agency was named number 1 in Brazil in 2021 and 2022, according to CENP-Meios. After 3 and a half years in leadership and aiming to accelerate the culture of data and technology for clients, Hugo Rodrigues announced André França, Vice President of Data and Media, as president of the agency. Rodrigues then became Chairman of WMcCann and Craft Brasil - the group's integrated production company - with the aim of focusing on the positioning of both for the next cycles.

One year after the move, the executive has just founded the strategy and innovation startup Aldeiah, born with Bradesco as a client - one of the most iconic and important brands in the country. Hugo Rodrigues will keep the same position he has in the other companies and will have Ana Boyadjian and Daniel Jotta as co-presidents in the new business.

Aware of the constant digital transformations and how they impact daily behavior in people's lives, Hugo understands that the marketing industry needs to increasingly use data and research to bring fast, proven returns. His profile contributed for his election as the most admired publicist by marketing professionals, according to the last two studies by the Spanish consultancy Agency Scope, evaluated by more than 300 clients. In 2022, Hugo has been nominated one of the 500 most influential personalities in Latin America according to Bloomberg and one of the people who is changing the game according to the Game Changer List from Meio & Mensagem.

Throughout his career, he has been a jury member for important awards such as Cannes, D & AD, New York Festivals, London Festival, Effie, FIAP, El Ojo and CCSP. He has also received three Caboré awards: Creative of the Year, in 2014; CEO of the Agency of the Year, in 2016; and Director of the Communication Industry, in 2017 - having been nominated again in 2018 in the same category.

Winner of 18 Lions at the Cannes Festival, the most recent in 2021 - a Gold for Coca-Cola - Hugo accumulates another 17 Lions for clients such as Heineken, Chevrolet, Nestlé, Procter & Gamble, Swatch, among others. Also awarded with more than 20 Effies, Hugo always repeats what he believes in the most: "the client's result will always be our best award".

Who liked Hugo's work

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