Santiago Puiggari, president and chief executive officer of FCB&FiRe – a pioneering alliance between global creative agency network FCB and branded entertainment and audience creation expert FiRe Advertainment – today announced the expansion into the U.S. market. With offices in Austin and Miami, this new venture is in partnership with industry veteran Sergio Alcocer and his agency Rest of the World.
When Alcocer founded Rest of the World in early 2017, he had a very clear mission: to create a new multicultural agency model focused on strategy and creativity, without language restriction. He envisioned an agency that would understand the country’s demographic changes and seek to generate a positive social impact within diverse groups in the U.S. While Rest of the World was growing, Alcocer identified FCB&FiRe as the most fitting creative partner to help take the agency to the next level, particularly in the realm of content generation and branded entertainment.
“I have followed the successes of [FCB&FiRe Founder and Chief Creative Officer] Rodrigo Figueroa Reyes and FiRe Advertainment – and now FCB&FiRe – for many years. I am excited to partner with this incredible group of people, and to bring a unique mix of multicultural insight, brand-building expertise and audience creation know-how to a host of new clients,” said Alcocer.
After launching FCB&FiRe in key Latin American markets earlier this year, Figueroa Reyes and Puiggari sought to expand FCB&FiRe further, in order to deliver both for existing clients looking to extend their partnership in new markets and for new clients in need of branded entertainment and multicultural solutions. FCB&FiRe currently has offices in Buenos Aires, Santiago de Chile, Lima, Quito, Bogota, the Dominican Republic and now Austin and Miami. The group is comprised of more than 300 people across different disciplines, ranging from advertising to entertainment, publishing, technology and multi-platform production.
“After 15 years of creating and producing content and, ultimately, developing new audiences for brands in Latin America, we are thrilled to finally launch in the U.S. Our partnership with someone as legendary as Sergio is sure to help us soar to new heights. I am very happy to be working with someone so respected and appreciated in the industry,” said Figueroa Reyes.
FCB&FiRe’s collaboration with Rest of the World reflects the agency’s desire to connect talent on a larger scale, inspire conversation and amplify its branded entertainment offerings for global clients, which include Coca-Cola, Beiersdorf, Netflix, Clorox, Navent, Alicorp, Fiat Chrysler Automobiles, Life Miles, Garbarino, AUSA, Bimbo, Repsol, Havaianas and Deutsche Bank, among others.
“I have been excited about the possibilities for our network on the branded entertainment front with FCB&FiRe since launching in Latin America under the leadership of Rodrigo and Santiago. To now bring this unique offering to the U.S. gives even greater depth to the solutions we can deliver clients in this important market,” added Carter Murray, FCB Worldwide CEO.