JWT, arguably the world's best-known marketing communications brand, has recently appointed a new CEO for their Latin American operations and has, in the same breath, added Brazil back into the mix after keeping it separate from the rest of the agency for 10 years. The WPP Group shop initially separated Brazil from the region because of the language barrier (Brazilians speak Portuguese, whereas the rest of Latin American speak Spanish), but recent economic shifts, as well as a desire to “Stay ahead of trends,” have led to global JWT Bob Jeffrey reappraising the situation and 'reannexing' Brazil.
Recent economic shifts have led to global JWT Bob Jeffrey 'reannexing' Brazil
Stefano Zunino, currently the chairman of the JWT Brazil Group, will become CEO of JWT Latin America starting next week. Also the worldwide head of digital, Zunino will continue to be based in his home of Sao Paul and will retain this global role. He says that the goal is first of all to, “Connect the region, reunite the region,” so that knowledge can be shared between agencies. He feels that the biggest challenge will be in trying to “Digitise the different offices in the region,” and he also believes that “Latin America is changing very, very rapidly." Zunino has enjoyed great success in the digital field at JTW, doubling revenues at the Brazilian offices, with more than half of that revenue drawn from digital. Zunino succeeds Jimmy Evans, who has served as president of both the Latin America and Caribbean arms of JWT since 2003. The Buenos Aires-based Evans, will be shifting to a European president's role at the agency's sister shop 'Blue Hive' in London. Martinez promises a smooth transition and wishes Evans “All the best in his new role.”
Zunino has been at JWT since 2005. He joined from Interpublic Group's Lowe and though was was initially just the CEO of JWT Brazil, in 2011 he became chairman of the larger group which includes subsidiaries Casa, i-Cherry and Mutato. He passed the CEO mantle to Ezra Geld last summer when he decided to take on more digital responsibilities, a move that is being made by most creative marketing agencies as digital marketing practices become more commonplace. JWT global president Gustavo Martinez believes that Zunino's "Proven track record and successful experience place him in good position to lead the reintegration of the region." He also feels that with the combination of the Portuguese-speaking Brazilian and Spanish-speaking Latin American operations will bring new pan-regional solutions for their clients and “Great new business opportunities for the network.”
Stefano Zunino's proven track record and successful experience place him in good position to lead the reintegration of the region
JWT's Latin American region spans about 20 offices in 14 different countries (including Argentina, Mexico, Columbia, Venezuela and Peru) and around 1500 employees. They look after a range of local and international business, with Brazil actually gaining more than half of its clients locally. Global clients such as Unilever, Shell and Bayer, however, employ multiple offices in the region. The JWT Brazil Group has (under Zunino's leadership) expanded in recent years to include a full range of services including SEO, social media, analytics and numerous digital and creative services. In his new role, he is hoping to take this success to the next level.
Benjamin Hiorns is a freelance writer with a great fondness for Latin American sport and language. Not that he can speak any Spanish beyond “Una cerveza por favor” mind.
