Following a hugely successful 2015 with global growth over 30%, MullenLowe Profero has announced the formal launch of its Brazilian office. The launch of MullenLowe Profero in Brazil is an opportunity to create a world class digital hub for the network in the LATAM region. MullenLowe Profero operates across fourteen offices, including New York, London, Tokyo, Beijing, Singapore, Sydney and Hong Kong, with over 700 employees globally, and works with leading companies such as Diageo, Western Union, and Unilever. The digital network is part of MullenLowe Group’s Hyperbundled Model, which integrates key disciplines (marketing communications solutions, digital and behaviour driven activation, CRM and shopper marketing, and media) to develop integrated creative solutions focused on delivering an unfair share of attention for their clients’ brands.
“Our structure in Brazil is already advanced, serving local and global clients and Profero's tools and processes will drive even more business” Andrei Ivanoff, Digital Head at MullenLowe Brazil
One year after the creation of the MullenLowe Group, and with the recent launch of the new brand identity, the launch of MullenLowe Profero in Brazil consolidates a digital evolution that began within MullenLowe Brazil in 2015. This new digital structure began at the end of last year with the appointment of Andrei Ivanoff, Head of Digital, who has core experience in Digital Operations, not only in Brazil, but also in the United States, where he was part of the team of VML, La Comunidad/The Community, Ayzemberg Group and Siboney USA. MullenLowe Profero Brazil has already worked with MullenLowe Profero clients such as CFA Institute, as well as collaborated with MullenLowe Profero New York on projects for Kaiser Permanente. Andrei will be the MD of the new MullenLowe Profero Brazil office, responsible for a team across the key areas of Planning, Creative and Innovation, BI and Analytics, Performance, Media and Programmatic.
Andrei Ivanoff (left) and Aaron Reitkopf (right)
Aaron Reitkopf, MullenLowe Profero Americas CEO, said: “There are two key reasons we are launching MullenLowe Profero Brazil. First and foremost, the growth potential for digital in Brazil is huge and a challenging economy will force an increased need for innovation and improved performance. Second, the incredible digital talent pool in Brazil will be utilised globally to enhance our global solutions teams. We have the right tools and processes to leverage this global talent opportunity perfectly. MullenLowe Profero is a very successful challenger brand. We have historic track record of challenging the established POV and choosing to open offices during economic downturns such as Singapore post dot com bust and New York post 2008. This is the right time to open Brazil to drive results only digital can for clients under performance pressure and to allow us to rapidly expand our global pool of digital talent to keep pace with our remarkable growth rate.”
“We’re excited about the arrival of MullenLowe Profero, which reinforces Brazil's heritage as an international creative hub” José Borghi, Co-CEO at MullenLowe Brazil
André Gomes, co-CEO of MullenLowe Brazil, added: “With the arrival of MullenLowe Profero in Brazil, it will be possible to connect processes, find opportunities in a global digital ecosystem through content and performance analysis. We will have dashboards with real-time data analysis, and this will bring us to another level of delivery, much more agile and assertive. We want to bring new local and global clients to the Brazilian agency, and for this, a creative and innovative digital delivery operation will be fundamental.”