Brand Union Acquires Majority Stake in Epigram

Brand Union, the WPP Group global brand agency, has extended its reach into Brazil by acquiring a majority stake in Epigram, a branding, identity and communications agency based in São Paulo. Effective immediately, Epigram, which was founded in 2004 by partners Marcelo M. Bicudo and Daniel Lifschitz, will come under the umbrella of Brand Union Americas. Bicudo and Lifschitz will continue to lead the 60-strong operation in Brazil, and will report to Toby Southgate, CEO, Americas.

“Brazil is a critical market for clients looking at emerging trends and changing behaviors. It’s also a hotbed of creative and strategic talent. Marcelo and Daniel have built a world-class team and forged a reputation for excellence, and we are truly excited to welcome them to Brand Union. Our teams have a great deal to learn from each other, and our respective clients will benefit as a result.” Toby Southgate, CEO Americas, Brand Union.

Epigram has grown its national and international reputation through a history of high profile work with consumer and retail brands including Asics, Vivara, Giraffas, The Beauty Box (Grupo Boticário), Zuum (a mobile payments system developed in JV between Mastercard and Telefonica), Banco Itaú, Natura, Cacau Show, Highstil, Vivo, Petrobras, Royal Caribbean, China in Box, Abit, and Herman Miller among others. Known for being on the cutting edge of integration between brand strategy, sales channels, customer experience and communications, Epigram works with its methodology ‘Bretail’ (branding+retail) in order to ensure consistent brand experiences along the consumer journey, ensuring physical and digital environments come together and work seamlessly.

“Our unique and interdisciplinary approach to creating a unified experience for consumers across channels and touch points turning shoppers into buyers, fits in perfectly with Brand Union’s overarching strategy and world wide savoir faire in consumer branding,” said Marcelo M. Bicudo, co-founder of Epigram.

Epigram has earned international recognition for its work, developing international projects and earning several prizes as Wave Festival, POPAI, Globe Awards, including the ‘Rethinking The Future’ Award for the Natura showroom design. Epigram’s longstanding partnership with Asics has also garnered global recognition and creative awards, including two recently received from VMSD and another from Idea Brasil.

“It is fantastic to incorporate Brand Unions tools, methodologies, global experience in strategy as well in innovation and design to our clients” said Daniel Lifschitz co-founder of Epigram

Simon Bolton, Worldwide CEO of Brand Union and FITCH Group, commented on the acquisition, “We have known and worked with Daniel and Marcelo on a number of major client engagements over the last few years: Heineken, Reckitt Benckiser, Sony. They are world-class operators with a great business and a fantastic culture. We are proud to welcome them to our network” he said.