Business
WPP : unifies Natura and Avon Communications in Latin America with a new dedicated operation
WPP : unifies Natura and Avon Communications in Latin America with a new dedicated
About this update from Wpp Plc
New structure gathers WPP's creative, media and production expertise in an integrated model, powered by WPP Open, to accelerate the growth of both brands in the region WPP today announces the creation of a dedicated communication and strategy operation designed exclusively for Natura, a leader in Beauty and Personal Care (BPC) in Latin America. This marks the first time Natura has consolidated its creative, media and production disciplines for both its brands under the management of a single strategic partner - a decisive step within a strategy to simplify and integrate its marketing operations in Latin America. This move is the result of a competitive 6-month pitch process, and the new dedicated WPP team will ensure brand consistency, agility and data intelligence across Latin American markets for Natura. The ecosystem brings together Natura - named the world's most sustainable brand at the Brand Blueprint Awards 2025 (Kantar) - and Avon, recently relaunched as a Femtech focused on innovation and agility for the contemporary woman. With complementary portfolios, both brands require sales models that combine personalisation and scale. The new operation will bring together numerous WPP agencies, led by VML and WPP Media, integrating creative capabilities, media planning and buying, and regional content production, all connected by WPP's agentic marketing platform, WPP Open. The result is a data-driven operation built for scale, with a direct connection between branding, performance and data intelligence, designed to generate real business growth. This approach is consistent with dedicated operations WPP already runs globally for some of the world's largest advertisers, adapted to Natura's reality and ambition for Latin America. Tatiana Ponce, CMO and Head of Innovation at Natura and Avon, said: "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." Stefano Zunino, CEO of WPP, Brazil, said: "We are uniting the creative and strategic forces of our agencies u...