Co-president & CEO of Agência África (Brazil)
Agência África is one of the five largest advertising agencies in Brazil, part of Grupo ABC, acquired by Omnicom Group's DDB Worldwide. He helped realize the dream of Grupo ABC’s founders to create one of the largest communications groups in the world-with a special Brazilian DNA that thrives on building global brands through creativity, talent and exceptional results.
Under his leadership, Africa recently launched Pulse Data Moment, a division that combines data from different sources to suggest, implement, and evaluate communication actions to help clients better understand changing consumer behavior. This is achieved by an analysis of short-term trends captured via transactional data analysis, combined with traditional research methodologies that consider broader demographic, social and political changes.
For Marcio, this new area at Africa is the beginning of a cultural transformation. It took more than 7 months of intense study, with the participation of all agency leaders, to incorporate Pulse Data Moment to the full-service structure of the company. It’s now becoming a new way for the agency to respond to communication challenges in a fast-paced world, shaped by technology and globalization.
According to Marcio, “The communications market is in constant evolution, and the greatest challenge to agencies is the need to constantly evolve, adapt to new demands and innovate. The agencies that will remain relevant are the ones that generate both brand value and sales volume for their clients.”
Born in São Paulo, Marcio is an avid surfer. In Brazil, people say all CEOs should learn the sport as in surfing or in professional life, one cannot stand still. Otherwise, the wave comes and takes you away. A lesson that Marcio has learned well.