Brazil’s Africa Creative Plants Flag in New York, Eyes Global Expansion
Africa Creative, one of Brazil’s most celebrated advertising agencies, launched its first international office in New York this January. The agency, known for collecting 125 Lions at the Cannes Festival, named the operation “Baobá” after the iconic African tree symbolizing longevity and strength.
The New York office operates from 200 Varick Street within DDB’s headquarters. Both agencies belong to Omnicom Group, valued at approximately $15.7 billion. This strategic location enables Africa Creative to leverage existing networks while maintaining its Brazilian creative identity.
Co-presidents Sergio Gordilho and Márcio Santoro lead this international push while keeping their creative hub firmly rooted in Brazil. Gordilho emphasizes this decision preserves their distinctive approach. “Our creative culture stays here. That’s what brought us here and what clients expect,” he explains.
The agency already manages projects for AB InBev and Budweiser, including a global campaign excluding the US market and initiatives in China. These early clients align with their target market of Brazilian companies with global aspirations and international firms led by Brazilians.
Nicholas Bergantin, Heloisa Pupim, and Ana Kuroki oversee the international operation with monthly visits to maintain consistency across borders. The New York team currently consists of five professionals across production, planning, strategy, and business departments.
Africa Creative’s Strategic Global Expansion
Africa Creative views this expansion as a competitive necessity rather than mere opportunity. “We compete with their offices in New York and London,” says Gordilho. “The best defense is offense. We’ll compete with these agencies on their turf.”
In addition, the company projects the international business will represent 20% of total revenue within two years. This goal seems achievable considering their 20% overall growth in 2024 and early client engagements.
New York marks only the beginning of Africa Creative’s global journey. The agency actively explores possibilities in China and Mexico to strengthen its international presence. This calculated expansion reflects a reversal of traditional patterns where international agencies enter Brazil.
Through this strategic move, Africa Creative positions itself as a global player while maintaining its Brazilian creative essence that earned them the prestigious Titanium Lion in 2023, breaking Brazil’s 11-year drought in that category.
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