Wieden+Kennedy Announces New Leaders in Latin America

Wieden+Kennedy is expanding its leadership structure in Latin America. Reflecting the maturity and relevance of the São Paulo office, Camila Hamaoui has been promoted to president of the agency. She will share the management of the business with Rodrigo Jatene, who officially takes on the role of CCO Latam, overseeing the creative direction of agencies in São Paulo (Brazil), Mexico City (Mexico), and the creative hub in Buenos Aires (Argentina).

Having led client services at W+K SP since 2019, Camila brings over 20 years of experience and client relationships with brands such as Nubank, Nike, Uber, Google, and Pepsi, among others. She has also worked with some of Brazil's leading agencies, including NBS, DM9, F/Nazca, and Leo Burnett. Camila will continue to report to André Gustavo, president of W+K Latam.

"Camila's promotion and Rodrigo's arrival mark a very special moment for the agency. We have great clients who believe in the power of creativity, an incredible team of people, and a recent track record of significant growth. I am very excited about the future of W+K SP with these two experts at the helm, as well as what Rodrigo and I can do to maximise the agency's presence in Latin America," highlights André Gustavo.

For Camila, it is a privilege to join the agency's leadership at such a promising time. "We have the coolest client portfolio in the market. They are solid and consistent relationships with brands that expect the best from Wieden: creative excellence focused on results."

In addition to Camila's promotion, the São Paulo office officially began operating with Rodrigo Jatene as CCO Latam in 2024. With over 25 years of experience, Rodrigo previously served as CCO of DDB Chicago from 2021 to 2023. Back in Brazil, he is based in the São Paulo office leading the agency's creative direction in Latam.

"Joining W+K is special for any creative person. But joining W+K to lead the creative direction of such an incredible region as Latam, at such a unique moment for the agency, working with the most talented people and the most desired brands in the market, is almost a dream. I am especially happy for the opportunity to share the leadership of the region with André, and São Paulo with Camila, two people who know Wieden's culture and creative vocation like no one else, and who have contributed for years to building the success the agency is experiencing," emphasises Rodrigo Jatene.

Renewal and consistency

With 14 years of history, W+K SP has increased its global and regional relevance through work for brands such as Budweiser, Ford, and Nike, among others. In 2023, it was the most awarded agency at the Clube de Criação Festival and, alongside W+K New York, won the iconic Dan Wieden Titanium Lions with 'Bring Home The Bud' for Budweiser at Cannes Lions. It has also gained opportunities among its clients, such as Nubank, Uber, and Google. In terms of new business, the office recently celebrated winning the creative account for Pepsi in Brazil.

Regarding these achievements, Camila emphasises the importance of ensuring that creative excellence is not solely the responsibility of the creative department. "The entire agency needs to have this focus. This impacts how we work together and how we influence the work from various perspectives. Client Services, my great school, has allowed me to look at the agency's process in a broader way, identifying the characteristics and challenges of each department and recognising our strengths and areas for improvement," concludes Camila.