Night Teams With LiveAd To Open Office In Brazil
- by April 9, 2007
The agency announced the launch of Night Agency Brazil, formed as a partnership between the New York-based shop and LiveAd, a Sao Paulo-based creative media shop with which it has worked closely. LiveAd was founded by Lucas Mello, who will manage Night Agency Brazil with a full-time staff of 12.
Darren Paul, Night Agency's managing director, said Night and LiveAd have worked together on a few campaigns. With a more formalized partnership, Night New York and Brazil will forge ahead on campaigns for MTV, STA Travel and Symantec, the B2B software provider, while also prospecting for new business. LiveAd's existing clients include 20th Century Fox and Unilever.
"First and foremost, we want to take advantage of the amazing talent pool down there," Paul noted. "We love the process. They look to the U.S. for inspiration, and we're looking to them. The work is really fresh and innovative, and the people are just in love with life. That's inspiring to us."
Paul noted that global ad powerhouses JWT and Young & Rubicam have strong presences in Brazil, and he expects to tap into those relationships as well.
"We want to take advantage of the different mind-set. We see the Web as a truly global marketplace and medium. This will enable us to push the limits further," Paul said. In the near-term, Night Brazil will work closely with Night New York on a global digital initiative for Symantec.
Night Agency first collaborated in 2005 with Mello's LiveAd on the successful MTV/Motorola global campaign, featuring a blog C1d1t1.com, and various viral video components.
