Eleanor writes….

Pheweee…. we've been so busy studying, we haven't had time to blog about our studying, our tutors (and mums) would be proud.

So let me tell you a little about B-School, happening all this week in our event space.  Every morning, over vast amounts of coffee, we have been treated to the expertise of a selection of individuals from the entreprenerial and investment sector.  We are learning from investors, entrepreneurs, business angels, lawyers,… a raft of brilliant people sharing their insight about how creativity successfully becomes commerce.

We've all heard the chatter over the last few years about agency-owned IP, about new revenue models, about capitalising on the longtail… well, what does this actually mean and, more importantly, what does it take to it properly and profitably?

At BSchool we've been finding out, and mighty interesting it is too.

Suffice to say that our core business at W+K will never change: we sell stories that sell products.  Mostly we do this, very successfully, for our clients.  But sometimes we do this for ourselves, be it trash bags got up like Christmas puds or sparkly new mobile applications.  It is this Stuff that makes us happy, that stimulates a few left-brain cells and that creates original business concepts our clients may just want a part of.

In today's market it is no longer enough to 'have an idea' and then go for a gin and lunch.  It's tough out there people, we've got to take this beaten up ol' economy and polish it right up.  As Mr Cameron himself says, 'creativity's what you need'.  Or was that Roy Castle? (RIP).

Coming up tomorrow at B-School: What makes a successful investment and what are the most interesting new businesses on the horizon?

Sharpen your pencils and straighten your ties kids…

Exciting news! Official confirmation today that we will open an office in São Paulo, Brazil. Brazilian natives Icaro Doria and André Gustavo Soares have been appointed as the executive management team and will open the office December 1, 2010. This addition will bring the number of global W+K network offices to eight, including W+K Portland, New York, London, Amsterdam, Tokyo, Shanghai, Delhi and now São Paulo.

“For us it is always about the people, and we have nabbed two of the world’s best to open this office,” said Dan Wieden, W+K co-founder and global executive creative director. “One more hire to go and the leadership team will take to their desks in earnest.”

“Our network is already strong, but with this move, it will become even stronger,” said Dave Luhr, W+K global chief operating officer. “Given the economic, cultural and creative vibrancy of both the Latin America region and Brazil specifically, we are excited to see what the W+K brand can do in São Paulo. Brazil has such a rich advertising culture and we look forward to joining the community.”
Icaro Doria will return to his native country to join the management team as executive creative director. He comes to W+K from Goodby, Silverstein & Partners, where he has been group creative director on the HP and Sprint accounts since February 2010. Prior to that, he was the global creative director for Dell as well as a group creative director running the Bacardi, Virgin Atlantic and VH1 accounts at Y&R New York. His career has spanned three continents—from his native Brazil to Portugal before moving to the U.S. in 2005 to work as a creative director for Saatchi & Saatchi New York.
Icaro’s work has been recognized by numerous industry award juries, including Cannes, the One Show, the Art Directors Club, D&AD, CLIOS, Young Guns and AICP, and in 2007, he was recognized by Creativity magazine as the most awarded copywriter in the world.
“The agency’s culture fits so well with the very creative environment in Brazil,” said Icaro. “It is incredible to have the opportunity to build upon the Wieden+Kennedy brand of creative excellence while returning to my home country.”
André Gustavo Soares, who will serve as managing director, spent the past three years as account services director at F/Nazca Saatchi & Saatchi in São Paulo. Previously he served as the Asia/Amet regional category director for Unilever at JWT Bangkok, business leader for the Ford account at JWT São Paulo and VP for the Ford account at JWT Mexico. Other brands he has worked with include Nike, Honda, Carrefour, Electrolux and Claro Mobile. Born and raised in Brazil, he received his MBA in marketing from Getulio Vargas Foundation in Rio de Janeiro and studied account planning at Miami Ad School in São Paulo.
“Wieden+Kennedy is a world-class creative organization that does exceptional work for great clients,” commented André. “I am excited to have this opportunity to continue that legacy in Brazil and Latin America.”

Contact details for W+K Sao Paolo here.