DOJO, a Brazilian-based agency co-owned by partners Rodrigo Toledo and Thiago Baron, has embarked on an ambitious international expansion project, establishing its first U.S. office in Miami.
This move marks DOJO’s third location, following the agency’s presence in São Paulo and London, and aims to tap into the local market for new business opportunities, knowledge exchange, and collaborations.
The Miami office has already secured a significant client: Microsoft. The agency will manage the transnational technology giant’s learning platform account, which focuses on the U.S. market. The main responsibilities will revolve around the strategy and creative direction of the brand’s platform.
Thiago Baron, partner, and CCO at DOJO, expressed excitement about the partnership with Microsoft, stating, “Having a partner like Microsoft validates DOJO’s value and expertise in communication in the hyperconnected era and in international projects for brands with a social-first vision.”
He added, “This unique advantage allows us to navigate the dynamics of the digital environment to influence behaviour and build brands and businesses across all channels. There’s nothing better than having a company of this stature to mark the beginning of our journey in the U.S., a global hub of innovation, technology, and business.”
In addition to its base in Miami, DOJO plans to utilize resources in Seattle, specifically in Redmond, Microsoft’s headquarters. Future plans include possibly establishing a presence in Austin, Texas, a city gaining recognition as a creative and technology hub.
Rodrigo Toledo, partner and COO at DOJO, highlighted the strategic reasons behind focusing on Austin. He noted, “Unlike New York and Los Angeles, which are already quite saturated markets, Austin offers a growing environment and a strategic location, with a more central time zone that’s convenient for connecting different regions of the country.”
Leading the U.S. operation is Marlon Zanatti, managing director and partner of the Miami office. He will report directly to Rodrigo and Thiago. Marlon brings extensive experience to the agency, having previously worked with companies like Flow Studio, Druid Creative Gaming, Misfits Gaming Group, Five Drinks Co, and VMLY&R in Florida, as well as JWT in Brazil.
Currently, Marlon is a professor at the local Miami Ad School and acts as a mentor at RedHook School in Brazil. He emphasized the significance of DOJO’s arrival in Miami, stating that the agency’s service offerings have already garnered attention from major players like Microsoft.
Marlon further explained, “Our ‘social-first’ vision is a demand from major global brands that desire agility in building conversations with people while considering the local context. Therefore, having this presence in such a market with immense potential is crucial.”
DOJO’s interconnected operational model allows for a flow of learning and best practices among its units in São Paulo, London, and Miami. This structure not only fosters insights from leading global centers of advertising creativity but also opens doors for joint business opportunities and knowledge exchange in emerging topics like artificial intelligence.
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