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Flip the Logic | WPI Agency Propeg (Brazil)
For its 60th anniversary, Propeg launched a bold repositioning aimed at accelerating its presence in the priva
By Worldwide Partners, Inc (WPI)
For its 60th anniversary, Propeg launched a bold repositioning aimed at accelerating its presence in the priva
The agency is signaling its new direction with a self-aware institutional campaign that embraces and challenges perceptions of the Propeg brand. Through trade advertising and tongue-in-cheek films, the campaign pokes fun at the agency’s own history while inviting the industry to "flip the logic" and rethink expectations. CEO Vitor Barros said the goal is not to celebrate the past but to question how the agency will create the future, positioning Propeg as a more creative, strategic and culturally relevant player in Brazil’s evolving advertising landscape.