The Latin word for change, “mutato” also serves as the name and driving concept behind the latest agency within JWT’s network. JWT Brazil Chairman Stefano Zunino announced the launch of a new joint venture with branded content and social engagement company Mutato, marking a forward-thinking commitment to consumer behavior and business in a digital era.
Mutato, an agency unlike others, looks towards a new generation of communication companies focused on being lean, agile and multidisciplinary. The hybrid agency combines social engagement, branded content, production and entertainment to help clients define cultural relevance for their brands.
Newly founded in October 2012, Mutato is led by CEO Eduardo Camargo and COO Andre Passamani. Eduardo and Andre are no strangers to the digital world. In 2007, they co-founded the full-service digital production company Colmeia, which received widespread recognition across many industry award festivals. Both Eduardo and Andre bring over 15 years of experience working in branding and digital companies.
According to Zunino, it was the duo’s impressive experience that sparked discussion and interest in investing in a new business model. “Our new company is post-digital, ready to undertake projects in any context, media or platform. Internet, mobile, games, music, events, installations, TV and film. At the same time, we are agile and bring together different specialties to ensure constant adaptation and evolution as a method,” explained Passamani.
Mutato CEO, Eduardo said, “We have always been attentive and focused on the impact of digital media on the lives of people. Whether producing content in innovative formats or developing technological experiments, our projects have always spoken with the audience through social networks.” Google and Coca-Cola are among Mutato’s first steady clients and have set the bar on quality for the agency.
The co-venture between JWT and Mutato bolsters JWT’s digital portfolio alongside CASA and i-Cherry, while expanding Mutato’s reach to a global network. JWT’s majority stake in the company will offer a strong foundation for the company as they pursue bold and innovative approaches to brand challenges and consumer behavior. The company will, however, remain independent from a creative and operational standpoint
Read the full press release here.