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Turning Local into Global: The Unstoppable Journey of Propeg
Back in the day, Propeg, a 58-year-old Brazilian advertising powerhouse, had already made a name for itself within its native borders. Yet, craving expansion, it set its sights on conquering the world.
Fast forward to 2020, the world-renowned Worldwide Partners Inc. (WPI) knocked on Propeg's door, offering an invaluable chance to join their global network while keeping its hard-earned autonomy intact. Previously, other holding companies had tried to purchase Propeg, but its owners had always declined, valuing independence over anything else.
"Take a look around", Vitor Barros, Propeg's CEO, told ADWEEK, "Agencies bought by holding companies? Most of them are no more than a faded memory."
Joining the WPI network opened up avenues for Propeg that may have otherwise stayed closed. Case in point, landing the much-coveted Visit Brazil government tourism account, a significant feat given that the agency was now able to seek counsel from other WPI members in key advertising regions such as Europe and the United States.
Behind the ScenesWPI, known as the world's most collaborative agency network, connects agencies from all corners of the globe. Unlike other networks, WPI fosters an environment of shared expertise and experiences, ensuring its member agencies deliver comprehensive, effective, and innovative solutions for their clients.
Propeg's inclusion in this diverse collective has provided it with access to a global treasure trove of resources and knowledge. This, in return, has bolstered its service offerings and positioned it as a global player within the advertising industry.
Making WavesIndeed, Propeg's partnership with WPI has not only elevated its international standing, but also made it an unstoppable force within the advertising landscape. A shining example of this is the "My First Letter" campaign it created for the Government of Pernambuco, with the main goal of increasing enrollments in the EJA (Young and Adult Education) program.
The campaign was nothing short of a success, particularly in attracting elderly participants, ultimately leading to a surge in enrollments.
In essence, Propeg's membership of the Worldwide Partners network has equipped it with the global reach and expertise required to take on the competitive advertising world and strive for greatness.
- The expansion-driven Propeg, now established in over 50 years, sold its unique Brazilian advertising expertise to join the Worldwide Partners Inc. (WPI) network in 2020.
- WPI, a globally collaborative agency network, offers Propeg an opportunity to seek advice from other members in key finance, lifestyle, and business regions like Europe and the United States.
- As a result of its collaboration with WPI, Propeg has been able to bolster its service offerings, utilizing a global treasure trove of resources and knowledge to position itself as a key player in the advertising industry.
- Propeg's successful partnership with WPI can be seen in the impressive results of the "My First Letter" campaign for the Government of Pernambuco, which boosted enrollments in the EJA program, particularly among elder participants.
