案例库 · 广告与公关 · 战略决策 · 2021
这条还没译成中文，下面是英文原文。
DPZ's Own CEO Walked Out the Door With Its Three Biggest Clients
Brazil's oldest ad agency lost McDonald's, Itaú and Natura within days when its own CEO quit to launch a rival shop.
DPZ&T · Galeria · Publicis Groupe
传闻流传很广，但拿不出可查的文件。当成教训看，别当成事实。
对今天的意义
Client loyalty often attaches to the people running an account, not the agency's name on the door — a lesson for any firm whose value depends on a handful of senior relationships.
怎么回事
DPZ, founded in Brazil in 1968, was called the country's 'mother of all agencies' — it wrote the Volkswagen Beetle's classic local ads and invented the signature orange that became Itaú bank's brand identity. By the 2010s it had merged into DPZ&T under holding company Publicis Groupe, with Eduardo Simon running it as CEO since 2015.
In August 2021, Simon resigned along with creative chief Rafael Urenha and media VP Paulo Ilha to found a new independent agency, Galeria — with Publicis Groupe itself taking a minority stake in the startup. Within days, three of DPZ&T's largest and longest-held accounts, McDonald's, Itaú and Natura, followed the departing leadership out the door.
DPZ&T's own parent company had effectively backed both sides: the agency that lost the clients and the one that gained them. The exodus left DPZ&T stripped of the accounts most tied to its identity — including the Itaú orange it had created decades earlier — while its former leaders opened Galeria's doors already holding the business.
New CEO Fernando Diniz, a journalist by training with no prior agency-leadership background, was brought in to rebuild. Revenue collapsed through 2021-2022 before recovering: DPZ posted 48% growth in 2023, 31.5% in 2024 and 24.5% in 2025, retaining Electrolux, Ypê, Pizza Hut and Renault and winning new clients including L'Oréal and Eli Lilly.
为什么会这样
- Decades of client relationships were built around individual creative and strategic leaders rather than the agency's institutional brand, so when the leaders left, the accounts went with them.
- DPZ&T's own parent, Publicis Groupe, took a stake in the rival startup its departing executives founded, blunting any incentive to fight to keep the clients.
- No retention structure — contractual or cultural — stopped a sitting CEO from lining up the agency's biggest accounts on his way out the door.
教训
An agency's client relationships can belong to the people running it, not the agency itself — and a parent with a stake in the rival has no reason to stop the exodus.
后来呢
DPZ (later dropping the &T) rebuilt under Fernando Diniz with a diversity-led culture push and a shift toward data and digital services. It took until 2023 to return to growth, and by 2025 it was still ranked behind Galeria in major Brazilian agency league tables, though it won two Cannes Lions Bronzes that December.
资料来源
- Como a DPZ, a 'mãe de todas as agências', se reconstruiu após perder seus maiores clientes — IstoÉ Dinheiro
- Galeria estreia com Méqui, Itaú e Natura — Blog do Adonis
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