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Publicis adquire 100% da Neogama. Alexandre Gama será CCO da BBH no mundo

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O Publicis Groupe, um dos maiores conglomerados globais de agência de comunicação, anuncia nesta quinta-feira, 5, em Paris, a compra da Neogama/BBH, a oitava maior agência de publicidade do mercado brasileiro, segundo ranking Meio & Mensagem/Ibope, única agência brasileira de controle nacional, posicionada no top 10 do setor. Na mesma data, o Publicis anuncia também a compra de 100% da rede inglesa BBH, da qual a Neogama é socia, e passa a ser a detentora desta que é considera uma das mais criativas agências do mundo, eleita a agência do ano na Europa em 2011 e vencedora do GP de campanha mais efetiva de 2011 (Creative Effectiveness) no Festival de Cannes deste ano, onde também conquistou 21 Leões, 4 deles de ouro.

A operação, que marca a primeira aquisição de uma agência de controle nacional posicionada no top 10 da indústria nos últimos 15 anos, vem recheada de significados inéditos para a publicidade brasileira. Alexandre Gama, sócio e diretor de criação da Neogama/BBH, foi escolhido para ocupar o posto de Chief Creative Officer da BBH no mundo, após a aquisição. Será a primeira vez na história da propaganda do país que um criativo brasileiro estará à frente de uma rede global de agências de publicidade. Será também a primeira vez que o comando de uma rede global terá seu epicentro criativo no Brasil, uma vez que Gama terá sua base de atuação no país. Gama continuará também à frente da operação brasileira da Neogama/BBH, juntamente com os sócios Geraldo Rocha Azevedo e Roberto Mesquita.

Gama é um dos profissionais de criação de comunicação mais premiados do mercado brasileiro. Sua trajetória inclui 23 Leões em Cannes e o título de Empresário Dirigente da Comunicação pelo Prêmio Caboré, em 2007, entre outros. Ele fundou a Neogama em 1999, depois de ter passado por algumas das principais agências do país e ter ocupado posto de CEO da Young & Rubican no país, e posicionou a Neogama entre as 10 maiores agências do mercado brasileiro em pouco mais de 10 anos. A Neogama/BBH tem como clientes alguns dos maiores anunciantes do país, entre eles o Banco Bradesco, a montadora Renault, a operadora de telefonia TIM e o sabão em pó OMO, uma das principais marcas da gigante Unilever e um dos maiores anunciantes do mercado brasileiro.

Como principal criativo do grupo BBH, Gama irá substituir um dos nomes mais importantes da propaganda mundial, o inglês John Hegarty, Chief Creative Officer e um dos fundadores da BBH. Hegarthy foi o reposável pela construção de marcas como Audi, Google e Johnnie Walker (Giageo), OMO, todos clientes atuais da BBH e de ícones do consumo como os jeans da Levi’s, cujas campanhas o celebrizaram como um dos grandes nomes da propaganda global.

Alexandre Gama irá liderar as unidades da BBH em Londres, Nova Iorque, Los Angeles, Singapura, Shanghai e Mumbai. A rede conta com 1.000 funcionários. A Neogama tem um time de 270 profissionais e é controladora também da Ínsula, agência especializada em marketing promocional, ativação de marca e comunicação em plataformas digitais, agência também incorporada na aquisição feita pelo Publicis Groupe.

Na operação de compra da Neogama/BBH, o Públicis adquiriu 34% das ações que a BBH detinha na agência brasileira e 66% das ações de Alexandre Gama e dos outros sócios brasileiros. Na BBH, a Publicis comprou 51% das ações da companhia (já detinha 49)% , ficando com 100% da agência.

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