Expert in consumption and consumer behavior, Hugo Rodrigues was chosen by US group Interpublic to replace Washington Olivetto in the leadership of WMcCann. The invitation was accepted in November 2017, after he conducted a major turnaround in the advertising market, moving up Publicis from the tenth to the second place in the ranking of Brazilian agencies.
Always aware of the constant changes in the advertising industry and their consequent impact on expected results, Hugo understands that clients need fast and proven return.
Hugo’s profile contributed for his election as the most admired advertiser by marketing professionals in a survey conducted by Agency Scope in 2018. A total 376 marketing executives, 42 shoppers executives and 348 agencies professionals participated in the survey. Hugo had already been elected twice in a row as one of the three most admired advertisers by clients.
Upon assuming the leadership of WMcCann, Hugo transformed the agency’s profile, bringing the ‘data driven’ concept, creativity and technology as the main strategy. With this new model, WMcCann obtained a huge achievement: the agency acquired 11 accounts in 11 months, moving from the 12th place to 4thin the ranking of Brazilian agencies.
During his career, Hugo has been a jury member of important awards, such as D&AD, Cannes Lions, New York Festivals, London Festival, Effie, FIAP, El Ojo, Ciclope and Anuário do CCSP. He was also awarded three times at Caboré: Creative of the Year in 2014, CEO of the Agency of the Year in 2016, and Entrepreneur/Director of the Communication Industry in 2017. In 2018, he was once again a nominee in this last category.
Winner of 17 Cannes Lions and 20 Effies in campaigns for clients like Heineken, P&G, Swatch, Nestlé Purina and Chevrolet, Hugo has a strong belief: delivering results to our clients is always going to be our biggest award.