FutureBrand São Paulo announces new partners

21 June, 2017 Share socially

Cristina Penz, Daniel Alencar, Isabel Sobral and Priscila Capelli, responsible for verbal identity, brand strategy, design and administration and finance respectively, have become partners joining Hélio Mariz de Carvalho, Cesar Hirata and Ewerton Mokarzel.

This change is part of the project for the future of the branding agency, which is currently among the three largest FutureBrand offices, under holding company Interpublic Group. It is also aligned with the horizontal management model implemented in the beginning of 2017, whose purpose is expanding and consolidating FutureBrand São Paulo as a reference in its business segment.

We managed the transition to a model of multidisciplinary teams very successfully, integrating the strategy, verbal, design, naming, and insight areas in order to build even more connected brand experiences
Hélio Mariz de Carvalho
CEO of FutureBrand São Paulo

Cristina Penz has been working with the branding agency since 2008. She has headed naming and brand language projects for several companies, such as Abril Educação, Brasil Kirin, Cielo, Cipasa Urbanismo, Cultura Inglesa RJ, GrupoBoticário, Grupo Pão de Açúcar, Nestlé, and Oi, among others. Penz began her career in the editorial market, working for Editora Globo, and then moved to management positions in the public and private sectors before landing at FutureBrand. She is a lecturer and often invited to teach at important institutions like FGV and Inper.

For almost 10 years, Daniel Alencar has been responsible for the strategy and insight areas at FutureBrand São Paulo – the insight area was actually implemented by him in 2016. During his career, he has headed projects for a variety of brands, among them Beneficência Portuguesa de São Paulo, Casas Bahia, Cielo, Natural da Terra, Nestlé, O Boticário, Ragazzo, and b-mobile, which is the largest Telecom company in Trinidad and Tobago. Alencar started his professional path in the marketing department of Ford Motor Company, where he worked for four years.

Isabel Sobral is with FutureBrand São Paulo since 2008. She is the director of design focusing on consumer brands like Asa Alimentos, Campari, Colgate, Garoto, Hypermarcas, L'Óreal, M. Dias Branco, Mupy, and Nestlé. Before joining the agency, Sobral worked at A10 Design, BrandGroup, Ogilvy NY, Promon*IP, and Zuppa Design, in which she performed as partner and director for seven years, developing projects for Amor aos Pedaços, Banco Real, Grupo Pão de Açúcar, Janssen Cilag, Sabesp, WTorre, among others.

Priscila Capelli has joined FutureBrand São Paulo in 2015 as the director of the administrative and financial department. During her 20 years of experience in the area, she has worked with many companies, the most recent ones being Lee Hecht Harrion, a global company specialized in talent development and career transition, and the investment bank Lazard, where she was the VP of Finance.