JWT ANNOUNCES CO-VENTURE WITH MUTATO, A NEW BRANDED CONTENT AND SOCIAL ENGAGEMENT COMPANY
26 October 2012
SAO PAULO, October 26, 2012 — JWT Brazil Chairman Stefano Zunino announced today the launch of a new co-venture with branded content and social engagement company Mutato. This co-venture between the two agencies bolsters JWT’s digital portfolio alongside CASA and i-Cherry. According to Zunino, the idea of investing in a new business model had been discussed since last year, sparked by trust and admiration for the duo’s volume and quality of work.
Recently founded in October 2012, Mutato is run by Chief Executive Officer Eduardo Camargo and Chief Operating Officer Andre Passamani. Mutato marks a new generation of communications companies focused on being lean, agile and multidisciplinary. The hybrid agency combines social engagement, branded content, production and entertainment in helping clients to define cultural relevance for their brands.
“Since 2007, as co-founders of Colmeia, 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, our two first steady clients, are two advertisers with very high levels of creative and delivery requirements, which automatically raises the bar on quality for the agency and has kept it high from day one," explained Camargo.
“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, whose clients include Google and Coca-Cola, will remain an independent company from a creative and operational standpoint. The agency will benefit from JWT’s global network, and also offer their branding and innovative digital competence to support JWT across other markets. 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.
Commenting on the co-venture, Zunino said, “We are looking to the future of communication and it starts here, with a company that is creating and delivering cultural relevance as well as social engagement for brands.”
JWT is the world’s best-known marketing communications brand. Headquartered in New York, JWT is a true global network with more than 200 offices in over 90 countries employing nearly 10,000 marketing professionals. JWT consistently ranks among the top agency networks in the world and continues a dominant presence in the industry by staying on the leading edge—from producing the first-ever TV commercial in 1939 to today, developing award-winning branded content for brands such as Johnson & Johnson, Diageo’s Smirnoff, Macy’s, Ford and HSBC. JWT embraces a “worldmade” philosophy, making things inspired by the world through blending technological innovation with international imagination. JWT has forged deep relationships with clients including Bayer, Bloomberg, Brand USA, Cadbury, Diageo, DTC, Ford, HSBC, Johnson & Johnson, Kellogg’s, Kimberly-Clark, Kraft, Nestlé, Nokia, Rolex, Royal Caribbean, Schick, Shell, Unilever, Vodafone and many others. JWT’s parent company is WPP (NASDAQ: WPPGY). For more information, please visit www.jwt.com and follow us @JWT_Worldwide.
Mutato and Founders
Mutato is an independent branded content and social engagement company. Founded in 2012, the agency specializes in branded content, social engagement, production and entertainment. Its clients include Google and Coca-Cola.
In 2007, Eduardo Camargo and Andre Passamani co-founded the full-service digital production company Colmeia. The company received widespread recognition, winning several awards in the following years at festivals including Cannes, El Ojo, The One Show, Wave Festival and more.
With 15 years’ experience in brand communication with a focus on digital, Camargo began his career as a creative with Leo Burnett in 1997. There he coordinated the agency's digital operations in Brazil, for clients such as Fiat, P&G, Kellogg's and VISA.
Passamani has 17 years of experience in digital-media companies and dot-coms, and has also worked with consulting firms, media companies, software houses and digital agencies leading projects for brands such as Pepsi, TIM, Alcoa, Ford and Bradesco.