巴西独立广告集团We收购WT.ag，中资品牌在巴投放或增新渠道

FRosinholi and Beto Campos Rogerio Vieira/Valor Seeking scale, independent advertising group We is expanding its operations through acquisitions, investments in technology and hiring. It recently acquired WT.ag, a company based in Novo Hamburgo, Rio Grande do Sul, that specializes in content and social media, and invested more than R$2 million in data and artificial intelligence between August 2025 and August this year. China’s Anjun to invest R$220m in Brazil through 2027 MMG to maintain EU supply after antitrust warning With the new acquisition, the group now comprises five companies and 450 employees. For 2026, it projects a 25% increase in gross revenue, to R$200 million. Revenue was about R$160 million last year. In 2025, spending on advertising space purchased through We exceeded R$1 billion. In the 2025 ranking by Cenp, the Forum for Advertising Market Self-Regulation, the agency ranked 18th. The survey considered only We’s figures, excluding the results of LVL, an agency that was also part of the group and operated separately in advertising. In November last year, the group decided to bring the operations together under We. In the first half of 2026, the volume of advertising space purchased grew 25% from the same period a year earlier, according to the company. The group currently has a portfolio of more than 20 client brands, six of which were won this year alone: delivery platform Keeta, smartphone brand Jovi, automaker Denza, Cinemark theater chain, paint manufacturer Brasilux Tintas, and fintech QI Tech. Other clients include Cacau Show, EMS, Shopee, Magazine Luiza, O Boticário, Bridgestone, and Calvin Klein. For We co-founder and CEO Fábio Rosinholi, the independent model—without being affiliated with a large multinational group—gives partners more room to directly oversee clients’ businesses and participate in decision-making. “There wasn’t, for example, a strategy to attract Chinese companies [the agency serves five Chinese brands]. It was the result of our track record with owner-led companies. We are very close to our clients, we live their businesses and participate in strategic decisions. We are not just a communications provider,” he said. The acquisition of WT.ag will be gradual. Under the agreement signed this month, We will initially acquire a 30% stake in the company and plans to increase its ownership to 60% within two years, when it will take control. The deal value and the acquired company’s revenue were not disclosed. WT.ag’s 120 employees will be retained. WT.ag joins four other companies. We’s agency handles the creative work, planning, and purchase of advertising space for campaigns and accounts for between 80% and 90% of the group’s business. Área 51 focuses on data analysis and market intelligence; IDK develops digital systems and platforms used by brands to interact with consumers; and Content Club brings together the group’s production studios. In addition to Rosinholi, the group has two other partners: co-CEO Beto Campos and CFO Marcelo Dahdal. Each of the five companies also has its own partners and executives responsible for operations. In Campos’s assessment, large advertisers have in recent years given independent agencies a larger role in their pitches. “Before the pandemic, we had a much harder time getting into these competitions.” Afterward, independent agencies became more attractive to the market, he said. “Today, we compete with any multinational. The barrier comes when the account is already tied to a global agreement.”