Following the successful launch of Le Pub in November 2020 in Amsterdam and Milan, Le Pub’s agency model will be expanding to service Heineken globally, in its major markets with new offices in Sao Paulo, Mexico City, Cape Town, Singapore and Shanghai.
Le Pub’s offering lies at the critical intersection of where brands meet culture connecting product, commerce, experience, and communication and creating innovative brand experiences that resonate in culture, at scale.
Le Pub, under the leadership of Bruno Bertelli, has gained significant successes over the past 18 months with work including Heineken Shutter ADS, Netflix Tudum, Barilla Playlist Timer, Coca Cola's Powerade Pause is Power and Diesel Enjoy Before Returning.
The expansion of Le Pub will include openings in Mexico and Brazil effective immediately. Le Pub Mexico will be led by Diego Wallach, who takes the role of CCO alongside Isabella Mulholland, CSO. Diego was a creative leader behind Le Pub and Powerade’s Pause is Power work, and responsible for a campaign that won Mexico’s first ever Grand Prix for Good at Cannes 2021 (second Cannes GP only to have ever been awarded in this market). Le Pub Brazil’s leadership line-up includes Felipe Cury, CCO; Ana Hernandes, Managing Director and Silvia Paes, Head of Strategy. Multi-award-winning Felipe brings over 20 years of experience spanning Brazil and Europe and won the first Titanium Cannes Lion in Germany advertising history (2019).
The expansion will see the rollout of Le Pub in Singapore, China, and South Africa within the next two months.
“We live in a world where the interaction with brands and the path to purchase is seamlessly integrated into our everyday experiences. In a cookie-less world, brands have to enrich people’s lives to be accepted into everyday culture and this is where creativity is critical to add a premium value to clients. Le Pub is born out of an eclectic community of people, who thrive on connecting creativity with culture and we are excited to see its organic growth globally.” says Bruno Bertelli, global CEO of Le Pub and CCO of Publicis Worldwide.
Bram Westenbrink, global head of Heineken brand, added, “Over the last 18 months, Le Pub has helped further Heineken’s relevance and topicality. Its expansion will drive further impact across more of our key markets; ensuring a proven data model combined with world class creativity that powers campaign localisation at scale.”
Le Pub is an example of a unique creative agency model, that combines data and creativity to impact culture. It is made possible by Publicis Groupe’s ‘Power of One’ model where dedicated teams like Le Pub can also draw seamlessly upon the capabilities of the wider company to serve client needs.view more - Hires, Wins & Business