Lola\TBWA Brasil has officially launched at the São Paulo Museum of Art, uniting TBWA’s Disruption® philosophy with Lola’s creative ambition. Led by CEO Carol Boccia and CCO Leo Macias, the agency promises to blend local legacy with global innovation, positioning itself as a future-facing creative powerhouse in Brazil.
The São Paulo Museum of Art, a landmark of Brazilian culture and creativity, became the stage this week for the unveiling of Lola\TBWA Brasil, a new agency born from the fusion of two formidable forces in advertising. The launch marked not just the arrival of another player in Brazil’s dynamic creative industry, but the birth of an ambitious vision that seeks to redefine the future of brand storytelling in the region and beyond.
Lola\TBWA Brasil is led by CEO Carol Boccia and Chief Creative Officer Leo Macias, both seasoned leaders with reputations for pushing boundaries and shaping narratives that resonate deeply with audiences. Their leadership symbolises the agency’s dual commitment: to honour Brazil’s rich creative legacy while embracing the disruptive ambition that has defined TBWA globally.
The integration of Lola’s creative ambition with TBWA’s Disruption® philosophy is at the heart of this new venture. Disruption®, a philosophy that has long been central to TBWA’s global identity, challenges conventions and encourages brands to break free from predictable patterns. By combining this ethos with Lola’s imaginative drive, the agency positions itself as a crucible of innovation, ready to craft campaigns that are both culturally rooted and globally relevant.
At the launch, Erin Riley, Global CEO of TBWA, captured the spirit of the moment with words that resonated across the audience: “Lola is born from the combination of the superpowers of these teams, united by TBWA’s Disruption philosophy and driven by a culture of ‘crazy ambition’. This creative heart, combined with Omnicom’s data and technology muscle, represents the agency of the future: an operation that will be very successful in Brazil and will be an important piece in the Lola collective, alongside Madrid, Los Angeles, New York and the entire global TBWA network.”
Her statement underscored the scale of ambition behind Lola\TBWA Brasil. It is not merely a local agency but a vital part of a global collective, joining creative hubs in Madrid, Los Angeles, New York and other centres of innovation. This positioning reflects a deliberate strategy: to ensure that Brazilian creativity is not only celebrated within national borders but also amplified on the international stage.
The choice of venue for the launch was symbolic. The São Paulo Museum of Art, with its striking modernist architecture and reputation as a cultural beacon, provided a fitting backdrop for an agency that seeks to blend heritage with disruption. Just as the museum has long challenged perceptions of art and culture, Lola\TBWA Brasil aims to challenge conventions in advertising, offering fresh perspectives and bold narratives.
For Brazil’s advertising industry, the arrival of Lola\TBWA Brasil signals a moment of transformation. The country has long been recognised for its vibrant creative talent, producing campaigns that are celebrated worldwide for their humour, emotional resonance and cultural depth. By embedding TBWA’s disruptive philosophy within this context, the new agency promises to elevate Brazilian creativity to new heights, ensuring it remains at the forefront of global conversations.
Carol Boccia and Leo Macias bring complementary strengths to this mission. Boccia’s leadership is marked by strategic clarity and a deep understanding of how to build agencies that thrive in complex markets. Macias, meanwhile, is renowned for his creative vision, having consistently delivered work that blends artistry with impact. Together, they embody the fusion of discipline and imagination that Lola\TBWA Brasil seeks to champion.
The launch also reflects broader shifts in the advertising world. As brands grapple with rapid technological change, shifting consumer expectations and the need for cultural relevance, agencies must evolve beyond traditional models. Lola\TBWA Brasil’s integration of creativity with Omnicom’s data and technology capabilities highlights this evolution. It is not enough to craft compelling stories; those stories must be informed by insights, powered by technology and delivered with precision across diverse platforms.
In this sense, Lola\TBWA Brasil represents more than a merger of creative forces. It is a blueprint for the agency of the future: one that balances artistry with analytics, heritage with innovation, and local resonance with global ambition. The emphasis on “crazy ambition,” as Riley described, is not hyperbole but a deliberate embrace of the boldness required to thrive in today’s competitive landscape.
The mood at the launch was one of excitement and anticipation. Attendees, drawn from across the creative and business communities, witnessed not just the unveiling of a new name but the articulation of a vision that seeks to inspire. The message was clear: the future is not a distant horizon but a reality that has already opened its doors in São Paulo.
For Brazil, this launch is a reminder of its central role in the global creative economy. For TBWA, it is a reaffirmation of its commitment to disruption and innovation. And for Lola\TBWA Brasil itself, it is the beginning of a journey defined by ambition, creativity and the determination to leave a lasting legacy.
As the lights dimmed at the São Paulo Museum of Art, the sentiment lingered: two creative powerhouses, one disruptive ambition, and a future that has already begun. Lola\TBWA Brasil is here, and it is ready to shape the stories of tomorrow.
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