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Published Date: 2014/06/05

Brazil★With the World Cup approaching, São Paulo's advertising scene is booming

In São Paulo, honored as "The World's Most Creative City" at the 2013 Cannes Lions, the advertising industry was booming as the FIFA World Cup approached.

ヴィラマダレーナ地区
Villa Madalena District

Particularly drawing attention is the Villa Madalena district, a vibrant neighborhood brimming with street art. Nearby, trendy restaurants, bars, and even samba schools attract industry professionals. Here, stylish offices converted from galleries, photo studios, and bars are opening one after another. Wieden+Kennedy, whose staff numbers have ballooned in recent years, just completed its new office, while Isobar, a subsidiary of Dentsu Inc. and four other companies are scheduled to move in July.
Isobar CEO Abeu Hayes states, "The economic activity in Vila Madalena is closely linked to creativity and technology. It's very attractive."

In São Paulo, while mega-agencies' acquisitions of smaller firms are prominent, locally born holding companies like Grupo ABC and venture firms remain strong. A "mini Silicon Valley" has formed with Google and Twitter as neighbors. Against a backdrop of vigorous marketing activity, the communications sector continues to thrive.

Source: Ad Age
In Sao Paulo, Brazil, City's Ad Scene Is More Prepared for World Cup Than Country Itself
http://bit.ly/1klSJG8

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