Adding a “Cultural Layer” to Apple: Check Out TBWAMedia Arts Lab’s LATAM Hub

Last month, Luana Azeredo moved from Brazil to Miami to join TBWAMedia Arts Lab, Apple’s dedicated agency, as Managing Director of the Miami office. Most recently, she held the position of LATAM Director of Creative Strategy at Natura & Co in Sao Paulo. Previously, she served as Head of Strategy at CP+B Brasil, FCB Brasil and Wieden+Kennedy Sao Paulo.

Luana partners with Pedro Prado as the leadership team of the Media Arts Lab Regional Center for Latin America. Pedro has been Executive Creative Director in Miami since April 2021, before which he worked at Leo Burnett Tailor Made and had an extended stint at iconic Brazilian agency F/Nazca Saatchi & Saatchi.

As this new dawn begins for TBWAMedia Arts Lab, LBB’s Addison Capper caught up with Luana and Pedro to learn more about their projects and more generally about Apple’s place as a brand in Latin America.

LBB> Luana, congratulations on the new job. What did you like about the opportunity at MAL Miami that was too good to turn down?

Luana> A combination of irresistible things: working side by side with a creator as incredible as Pedro Prado; continue to work for — and with — a region that I love, Latin America; to create work for a brand so linked to culture and so fond of creativity and craftsmanship;. and the opportunity to put my 25 years of strategy at the service of an entire ecosystem and not a single department.

LBB> Tell me a bit about Media Arts Lab Miami and its place in the LATAM market right now. How big is the office and what kind of capabilities do you have?

Pedro> Latin America has always been a dynamic and stimulating market, full of creative opportunities and unique talents. Our three offices combined – Miami, Mexico City and São Paulo – have approximately 50 of these unique talents, not to mention those from other locations in the region.

Luana> Within these offices we have capabilities that can be found in other agencies – such as creative, account and project managers, strategy, production, media (especially in Brazil) – and some that are very specific to the Media Arts Lab, such as publishers, and business affairs.

The Miami hub is somewhat new and growing every year, adding new capacity, hiring new talent, and developing new, bigger work year after year.

LBB> What are your main objectives and ambitions for the office? How do you plan to expand these capabilities?

Luana> The leadership that was responsible for starting the hub and getting it to this point has certainly set the stage for us to focus on the next step the region calls for. We have a lot to thank the former Managing Directors and Executive Creative Directors – and especially the senior team members, many of whom have been part of the Media Arts Lab LATAM family for many years.

With this senior team – and with significant additions in creative, accounting and planning departments – we can continue to deliver flawless day-to-day work while building our creative strength and leveraging cross-office integration.

Pedro> Our ambition is to ensure that we leverage local opportunities with efficiency and customer relevance, through award-winning creativity.

LBB> What are some of the trends that have influenced the type of work you’ve been doing lately?

Luana> Our work is guided by the strong impulse of the local culture and, at the same time, by a clear perspective on the state of business in the countries we work for. I would say that we are not looking for trends to follow, but for new and surprising local opportunities – to impact the culture and, perhaps, to create new trends. New platforms – such as the attention grabbing TikTok – fuel our work with new ideas and bring more challenges to the way we think and produce creative work.

LBB> What kind of status does Apple have in Latin American markets? What drives this?

Luana > Apple is one of the most beloved brands in the world, and it’s no different for Latin America. The big difference is the affordability of the products. This undeniable truth compels us to face different challenges, which eventually make us find unique angles and opportunities that can make a real difference in every market.

Pedro> The good news is that the whole Latin American region breathes creativity. Creativity, forged at the very heart of every culture, manifesting itself through art, music, and even business: A form of resistance, and resilience. And – when you work for a brand that has creativity at its very heart – the magic can happen.

LBB> When it comes to creating work for the Latin American market, what kind of things do you need to take into account compared to, for example, work created for the United States? How is the job different?

Luana> It’s always difficult to compare the markets! The main difference for the type of work we do is related to culture, state of affairs and consumer knowledge. From there — and given the tone and brand values ​​— each market demands a slightly different point of view.

Pedro> Given that Apple is a truly global brand, our challenge is to add that cultural layer – sometimes more dynamic; sometimes with more humor – without losing sight of how the brand is represented in the world: not just through ads, but through the whole brand experience.

LBB> Which campaign for the Latin American market in which you participated are you particularly proud of and why?

Pedro> One of the great advantages of working for Apple is to be proud of what you do. In general. From personalized social media activations to large 360 ​​campaigns, attention to detail, love of craftsmanship, passion for impacting culture.

LBB> With less than half of the year remaining, what do you hope to accomplish during the rest of the year?

Luana > We will continue to work and push for creative opportunities and creative ideas that make sense for the markets and the business. And work to turn Media Arts Miami into a prolific and cool hub!

LBB> Any farewell thoughts?

Pedro> Work hard, but – stay stupid.


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Donnie J. Milburn