Pereira & O'Dell strengthens Brazil outpost with Fiat win; Hires Michel Lent as Managing Director
October 18, 2012
SAO PAULO, October 15, 2012 – Pereira & O'Dell, the Grupo ABC backed agency headquartered in San Francisco is strengthening its Brazil outpost following a win of Fiat’s social media business. Since Pereira & O'Dell’s founding in April 2008 the agency has been working with clients interested in the Brazilian market, such as Jawbone and Bugaboo, as well as Brazilian companies with an international perspective like Google, Terra and more recently Fiat. As the social media agency of record status for Fiat, Pereira & O'Dell has established a permanent local team to provide better service and agility. This includes the addition of a Managing Director, Michel Lent.
"This is an incredibly exciting opportunity for us. We have been doing lots of award winning work for the Brazilian market, with Fiat we can set up an established team on the ground there and our global clients Mattel, Henkel, Skype will also benefit from an advanced post in Sao Paulo," said Andrew O'Dell, CEO of Pereira & O'Dell.
Michel Lent is a seasoned executive with deep experience at his own shop 10Minutos, as well as global networks DM9DDB and Ogilvy. His most recent experience as head of PontoMobi, a mobile company linked to Brazilian Communications powerhouse Grupo RBS, attracted Pereira & O’Dell the burgeoning middle-class in Latin America has created a new wave of opportunities for marketers in mobile. A professor and international keynote speaker, Lent is a member of the International Academy of Digital Arts and Sciences and has been awarded in major creativity festivals including Cannes, The Clios and One Show.
“Fiat has been investing in digital platforms for 10 years now, as a way of helping consumers’ decision making. With the growth in Social Media, it is natural that we redirect part of our digital efforts to Facebook, Twitter, etc.,” said Joao Batista Ciaco, Fiat Latin America’s Director of Advertising and Marketing.
This established operation outside the United States for Pereira & O'Dell is the first step towards creating a global micro network. Pereira O'Dell Sao Paulo will work with sister agency Sunset which handles CRM duties for Fiat.
PHOTO [left to right]: Joao Batista Ciaco, Fiat Latin America’s Director of Advertising and Marketing, PJ Pereira, Chief Creative Officer, Pereira & O’Dell; Michel Lent, Managing Director, Pereira & O’Dell Sao Paulo.