Observed Signal · Sep 21, 2026 · Opinion · Source: The Drum · Impact: 2/5 · Sentiment: Positive
Global agencies need new creative centers of gravity
In this opinion piece, Tátil global CCO Ricardo Bezerra argues that global agencies should adopt a more distributed model, with multiple creative centers of gravity, particularly in the Global South. He highlights the cultural and economic shifts that make this necessary, citing the growth of markets in Brazil, Nigeria, and South Korea. Bezerra emphasizes the need for agencies to understand and translate local cultures rather than export superficial symbols. He references work by Colombian agency Panorama for HYBE Music's 12 Mil Music label and Natura's Ekos Ryos product, which drew on Amazonian culture and biodiversity. He also cites BCG projections that Global South economies will grow faster than advanced economies, supporting the business case for this model.
Opinion piece on agency model evolution, relevant to AdTech/MarTech industry, but not a specific corporate event or breaking news.
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Key Takeaways & Evidence Grounding
- Ricardo Bezerra is the global CCO of Tátil.
- BCG projects Global South GDP to grow 4.2% annually through 2029, compared to 1.9% for advanced economies.
- Panorama, a Colombian agency, created an identity for 12 Mil Music, a label for HYBE Music.
- Natura Ekos Ryos was developed with Amazonian communities, using recycled materials.
- Brazilian concept of anthropophagy is referenced as a creative approach.
Connected Companies & Entities
1 Entity mapped“BCG projects the combined GDP of Global South countries to grow by an average of 4.2% annually through 2029....”
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