With a World Cup coming up (2014) followed by the Olympics (2016) it’s hardly surprising that Wieden & Kennedy, long-time agency for Nike, is heading off to Brazil.
The Portland-based agency is to open its eighth office in Sao Paulo headed by two native Brazilians, creative director Ica Doria from Goodby Silverstein in the US and account man Andre Gustavo Soares from Nazca Saatchi & Saatchi.
There are lots of other reasons to go to Brazil too of course – the ad economy is booming alongside that of the country as a whole and the region seems stuffed to the gills with creative talent. Agencies in Brazil also benefit from government restrictions on media buying which keep media independents out and margins up.
This is one reason why Publicis Groupe paid such a steep price for a 51 per cent stake in Brazilian agency Talent recently.