A Primeira Integrada
PIONEERING A NEW MODEL
The first agency to truly integrated advertising, digital and merchandising. In a short time, it attracted big name brands such as Nike, Sony, Dell, Pão de Açúcar, Hedging-Griffo and Morumbi Shopping, among others.
PESQUISA COM ANUNCIANTES
After two years, a survey* of 150 of Brazil’s largest advertisers ranked AGE as one of the five most memorable and sort-after agencies in Brazil. Never before had a new agency been recognized by the most important players in the country in such a short time.
*AgencyScope Survey, Grupo Consultores, 2002
AGE launched Valor Econômico, Brazil’s premier business and economic newspaper; Taeq, the premium wellness brand of Pão de Açúcar Group; and Camp Light, which in 2007 became the juice sales leader in São Paulo.
DESIGN E BRANDING
DESIGN AND BRANDING
AGE developed the brand, visual identity, and brand strategy for many businesses, among them the real estate and construction firm Even. After a 10-year partnership, the small, São Paulo-based construction firm has evolved into one of the largest publicly traded construction companies in Brazil.
For Joga 10, a sports-based reality show, Nike won the Folha de São Paulo’s Top of Mind for the first time. Nike Global Marketing hailed the campaign as the best brand activity in the world in 2005. The award was presented by Nike founder Phil Knight.
Clube de Criação, Cannes, Abril Prize, Caboré (Ana Lucia Serra), One Show, Clio, O Estado de São Paulo’s Media Prize, D&AD, Art Directors, Maximídia, Globo Prize, London Festival, Communication Arts, among countless others.
For four years, AGE’s work with Morumbi Shopping was chosen as the best in the industry by ABRASCE, the Brazilian Association of Shopping Centres. The Sony Mega-billboard entered into the Guinness Book of World Records as the largest outdoor ad in the world.
Pedro Martinelli, Waldemar Cordeiro, John Maeda, Led’s Tattoo, and Sid Mosca were some of the highlights of Page. The editions of AGE’s portfolio defined an era with their creative exuberance and graphic excellence. Peer agencies soon adopted its format.
Successful campaigns attracted major clients such as Bradesco, Adidas, PwC, Adria, Fleury, Mattel, Ultragaz, Disney, and others. For Mattel, AGE created the first campaign outside of the US with the concept “Your child dreams it—we make it”.
In 2008, due to its integrated nature, creative profile and solid portfolio of clients, AGE was purchased by Dentsu Aegis, the fourth largest media and communication group in the world. In 2014, the agency was renamed mcgarrybowen Brazil.
In 2002, Carlos Domingos published “Criação sem Pistolão” (“Break into Publicity”). Geared toward communication students, it plays a central role in many universities’ curriculum. In 2009, he published “Oportunidades Disfarçadas” (“Opportunities in Disguise”). Written for a business audience, it became a bestseller, selling more than 80,000 copies and was also published in Portugal.
The National Day of Sex (September 6) for Olla condoms has became a popular installment in Brazil’s national holiday calendar. Another popular campaign was Caixinha Natural, for Camp juices, which among the top three Brazilian award-winners in Cannes in 2012.
“AGE has been delivered an outstanding work. At the last Cannes Lions, for instance, it won 5 Lions including an Gold Lion for Camp Nectar Juices. And also a Lion for adidas’s campaign.”