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Agency Profile: Lew’Lara\TBWA

Posted on July 4, 2012 and read 3,006 times

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ignacioadc60 Agency Profile: Lew’Lara\TBWAIgnacio Oreamuno
Executive Director
Art Directors Club

In Brazil, everything is about soccer. If TBWA Worldwide was a striker, we could say it tried several times to make a goal in Brazil but unsuccessfully missed and hit the post several times as it was purchasing agencies that flopped. This took place until the ball finally reached the net and found its match: Lew’Lara, the largest independent agency in Brazil. Now a solid member of the TBWA network, Lew’Lara\TBWA is one of the most formidable agencies in the country and the match seems to be tight as the lemons and sugar in a caipirihna.

Why did the match work? According to the team, “culture is the same, we think the same way. We’ve been doing ‘disruption’ before TBWA even started talking about it, we just didn’t call it that.”

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Every agency has a soul and at Lew’Lara\TBWA, its soul is its co-founder Jacques Lewkowicz, who is one of Brazil’s top ad legend superstars as the force behind several of the country’s most memorable advertising campaigns. “Lew,” as many people like to call him, is easy-going and oozes fun. With his white beard and long face, it’s hard not to think of him as the Brazilian Lee Clow. Even though he’s passed on creative duties to VP of Creative Manir Fadel, Lew works every day and gets involved with any and all projects in the agency. A lot of the young creatives working in the agency mentioned that one of the nicest things about working in the agency is that Jacques was so approachable.

What does it really mean to be part of a network? I asked straight up how much they actually deal with the rest of TBWA and the answer was “a lot.” Several of the creatives I met had done creative exchanges with other agencies in the network for different projects, and TBWA’s recent win for the Adidas World Cup/Olympics pitch just goes to show that the network really muscles all its international agencies when it needs to. “We feel like a single huge agency, like a club,” Jacques said.

Time-wise, the agency works the usual late hours typical of most Brazilian agencies. But in contrast to other agencies, the teams here make sure to have a lot of fun while on the job. Every Friday for example, they engage in a music lunch where they go to a local restaurant and they all bring instruments and play Samba together. Fun and great work is perhaps one of the reasons why turnover is particularly low at Lew’Lara\TBWA (approximately 3-4 years), also uncommon for most Brazilian agencies.

To catch up with digital, the agency has made a series of hires and acquisitions to better prepare itself for the future. Manir, who attended a Hyper Island session recently, was advised to bring in one very strong senior digital guy and a lot of junior digital teams to make the transition, and according to him it’s working really well. Lew’Lara\TBWA’s clients, which include Nissan, Banco do Brazil, Varig and GQ, seem to be happy.

It’s clear that the next big stepping stone for Lew’Lara\TBWA will be the Adidas work. We’ll keep our eyes open for what’s to come out of here.

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Niquitin ADC Agency Profile: Lew’Lara\TBWA

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SOS ADC Agency Profile: Lew’Lara\TBWA

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prancha elyx 1800x1273px Agency Profile: Lew’Lara\TBWA

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