R/GA Sets Sights on Sao Paulo

By Kiran Aditham 

IPG continues to show its interest in the Brazilian market with the news that one of its agencies, R/GA, will open up shop in Sao Paulo on May 3. According to the release, the digital agency’s MasterCard win set things in motion for the birth of the Brazilian branch, which R/GA Chairman/CEO/global CCO Bob Greenberg says is “vital” to said brand’s global business.

The Sao Paulo office will be headed by group director Paola Colombo, a five-year R/GA vet who will make the move from the agency’s New York office along with ECD Paulo Melchiori, formerly SVP/creative director at Publicis Modem.

Now that IPG has made some inroads into the hip Sao Paulo market, let’s see if IPG rival Publicis, which made a small investment in local shop Taterka, will counter.

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