News & Views

Contagious opens in São Paulo

by Contagious Team

Contagious Communications is proud to announce that it is opening its first SouthAmerican office in São Paulo, Brazil, with Mondelez International as its founding client.

The opening of Contagious Brazil means that the business is ideally placed to deliver hands-on strategic consultancy, insights and editorial intelligence to effect change in its local clients’ companies. Contagious has been working with brands and agencies in the region for the past 18 months, and its presence will allow it to build on existing initiatives, such as Mondelez International’s innovation incubator Project Fly.

Simon Wylie, CEO, Contagious, says: ‘This year Contagious is celebrating its tenth anniversary. We have come a long way in a short time, growing from launching a magazine to a widely respected consultancy that is truly global in both outlook and location. Contagious Brazil becomes our fourth office and reflects the growing demand from brands and agencies for independent and expert advice that enables them to understand and then to adapt confidently to shifts in marketing, consumer culture and technology.’

Brazilian Janaina Borges will be Contagious’ first employee, taking on the role of president and director of content. She will spearhead the Contagious Insider consultancy division in Brazil. Based in São Paulo, Borges’ primary responsibilities will be to deliver trend briefings, innovation workshops and training programs for brands and agencies, as well as ensuring that the London based editors of Contagious Magazine and the company’s research platform Contagious I/O are informed of the most creative marketing campaigns and innovative new technologies and business in Brazil and the wider region.

She joins from the agency Casa, São Paulo, where she led the planning and social media team, developing digital work for clients including Magazine Luiza and various Johnson & Johnson brands. After studying business and economics Jana has worked in consultancy roles at international agencies and client side. This includes four years at Future Brand in São Paulo and Buenos Aires, working with clients such as Nestlé, Visa and Itaú, before she joined Coca-Cola in Rio as creative excellence planner, working across all brands and leading major projects including their 2010 World Cup campaign.

Borges says: ‘I’m very honoured to be part of the Contagious team, and to have the chance to bring their brightness to Brazil. I believe our market really needs a culture shift and to accelerate effective changes that are crucial to our future as an industry. Contagious has been helping brands and agencies with those challenges for the past 10 years and their arrival in Brazil shows their understanding of the importance of our market and their belief in our potential. We, as a team, are ready to start shaking things up and bringing more joy and pride to the creative arena in Brazil.’

Contagious co-founder and editorial director, Paul Kemp-Robertson comments: ‘I am delighted that someone of Janaina’s calibre and vision has joined Contagious. She’s exactly the kind of talented, enthusiastic leader that we needto establish the Contagious brand in one of the most creative and dynamic advertising environments in the world. She will bring a Brazilian voice and local wisdom to our consultancy offering. She has been tasked with accelerating our business in Brazil, so that Contagious becomes a valuable and vocal part of the landscape.’

‘On a personal note, I am thrilled to plant the Contagious flag on Brazilian soil. I have visited the country many times over the past twenty years to speak at conferences in São Paulo and Rio and I still wear the Brazilian football shirt that was given to me by João Daniel Tikhomiroff back in the 90s. I love the energy and ingenuity of Brazilian agencies and I can’t wait for Contagious to start working more closely with them and their clients.’

Contagious’ expansion in Brazil is backed in a personal capacity by the founders of Flag network Roberto Martini, Matheus Barros and Luisa Martini. Roberto says, ‘Contagious is one of the most respected brands leading the new communication mindset. They are helping ambitious clients and agencies worldwide to set the new standards for the marketing industry. Right now in Brazil we are facing a huge transformation in the industry and for sure we need more agents to accelerate the change and help the market to adapt for the future. That’s why I believe Contagious will be very successful in our market.’

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Photo by Andre Deak