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Four years ago, Brazilian agency Propeg became a global agency. The 58-year-old independent agency was already a success in Brazil, but it wanted a reach beyond Brazilian borders.
In 2020, Worldwide Partners (WPI) came calling, inviting Propeg to be part of its global network while retaining its independence. There had been previous attempts by holding companies to buy the agency, but Propeg turned them down because it wanted to keep itself owner-operated.
“What we’ve seen is all the agencies that were sold to the holding companies, most of them don’t exist anymore as a brand,” Vitor Barros, CEO of Propeg, told ADWEEK.
Becoming part of WPI allowed Propeg to gain contracts it wouldn’t have been able to get otherwise, including the coveted Visit Brazil government tourism business, because it was able to seek the advice of other member agencies in places where Visit Brazil advertises, including Europe, the U.S.
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