Propeg Rejects Nostalgia and Flips Logic to Celebrates 60 Years

Propeg, one of the largest independent advertising agencies in Brazil, has just turned 60 and chose to mark the milestone not with nostalgia, but with rupture. Historically known for its work with public-sector accounts, the agency is now making a decisive move toward the private market, repositioning itself with a focus on creativity, strategy and cultural relevance.

To lead this transformation, Propeg brought in as a consultant none other than Fabio Fernandes, founder and CCO of the legendary F/Nazca Saatchi & Saatchi, one of the most admired and awarded agencies in the history of Brazilian advertising. The move includes a complete operational restructuring, with new processes, new leadership and a proprietary methodology designed for a radically transformed market.

The first piece of work from this new phase is also the most symbolic: an institutional campaign that openly acknowledges the worn perception of the Propeg brand and turns it into a turning point. Across trade ads and a series of self-referential films, the agency pokes fun at its own recent history and proposes to “flip the logic” from the inside out. It’s a communication approach that laughs at itself, challenges the market and makes it clear that no one should expect the obvious from Propeg going forward.

“After six decades, we don’t want to celebrate the past. We want to question how we’re going to create the future,” said Vitor Barros, CEO of Propeg.

The shift comes at a particularly sensitive moment for Brazilian advertising, still recognised as one of the most creative industries in the world, but now navigating a cycle of mergers, reputation crises and a growing disconnect between discourse and the work that actually makes it to the street. In that context, Propeg is betting that the best way forward may be to do precisely the opposite of what’s expected. And flip the logic.