WPP wins Integrated Natura business in LatAm

WPP has established a dedicated communications and strategy operation for Natura, bringing together creative, media and production services under a single structure for the beauty company's brands across Latin America.

The appointment follows a six-month competitive pitch process and marks the first time Natura has consolidated these disciplines with one strategic partner. The new model is designed to simplify and integrate marketing operations across the region while improving consistency, agility and data-driven decision-making.

WPP unites agencies under single structure

The operation will be led by VML and WPP Media and will combine creative development, media planning and buying, and regional content production. The agencies will work through WPP Open, the company's marketing platform, which connects data, technology and campaign execution.

The dedicated team will support both Natura and Avon, enabling a coordinated approach across the brands while adapting to the requirements of different Latin American markets.

Focus on integration and growth

WPP said the structure is designed to create a stronger connection between brand building, performance marketing and data intelligence. The approach mirrors dedicated client operations the company already manages for major advertisers globally, adapted for the Latin American market.

Tatiana Ponce, CMO and Head of Innovation, Natura and Avon: "The consolidation of our operations with WPP marks a decisive step in our journey of simplification and integration in the region. We understand that integrated communication is one of the main drivers to strengthen the value of our brands and generate sustainable business results. This model allows us to approach communication holistically, combining the power of human relationships with data intelligence to be more precise and impactful than ever before."

Dedicated model reflects WPP strategy

The new operation will be headquartered at the WPP Campus in São Paulo and will serve key markets across Latin America.

Stefano Zunino, CEO, WPP Brazil: "We are uniting the creative and strategic forces of our agencies under a single structure, with technology and data serving ideas that drive business results. WPP's scale allows us to amplify the unique power of each brand with the speed and precision that today's beauty market demands. This partnership exemplifies WPP's evolution as a simpler, more connected company, built to be the trusted growth partner for the world's leading brands."

According to WPP, the structure has been designed to provide greater operational efficiency while enabling the brands to scale marketing activity across multiple markets.

Creative team to support Natura and Avon

The operation will draw talent from across WPP's agency network, creating a dedicated team focused on the two brands.

Rafael Pitanguy, Deputy Global Chief Creative Officer, VML: "Natura and Avon are two of Latin America's most culturally rich brands, built on real human relationships, rooted in communities and driven by purpose. This is an extraordinary creative territory. With this new structure, we are bringing together some of the best creative minds from our agencies into a single team with a common obsession: to transform the intimacy and authenticity of these brands into ideas that resonate throughout the region."

The transition to the new operating model will take place in phases during the second quarter of 2026.

www.naturabrasil.com

www.wpp.com

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