Recognized as 1 of the 10 most inspiring 2016 CEOs in Brazil by GQ, acclaimed as Entrepreneur/Men of The Year 2017 by the magazine and the youngest most admired agency executive by marketing professionals in the country on the 2018 Scopen Research, by several publications Roberto Martini is one of the most visionary and innovative professionals of the Brazilian creative industry. With an intellectual and work background built from the intersection of technology, design and entrepreneurship, he became known for bringing to advertising in Brazil a more rational thought structure, combining mathematical logic with aggressive creative ideas and outstanding work execution.
In the late 1990s, with just 17 years old, he started his entrepreneurship career as the founder of AG2, today part of Publicis Groupe (PUBGY), one of the first digital agencies in the country. Then later, over 14 years ago, Martini founded CUBOCC, one of the agencies that led the digital revolution in Brazilian advertising. The company broke the barriers between technology, storytelling, and product innovation, creating business-changing solutions in partnership with some of the world’s biggest brands and has become the most influential Brazilian advertising agency created during the post-internet era, also considered by Brazilian marketing executives the most creative digital agency in the country (Scopen Research).
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In 2010, he partly sold CUBOCC to Interpublic Group (IPG), one of the biggest communication and marketing services groups in the world. The idea of this partnership was because Martini realized it was time to be part of a global dialogue that was happening at the communication arena. Through time and diligence, he also became aware that to evolve the established models in advertising it was necessary to break the business codes of the creative industry. Thus, by understanding the exponential consequences of technology in the future of business, FLAGCX was born out of CUBOCC's success.
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FLAGCX is a network of creative disruption companies based in Brazil, Mexico, Portugal and the United States. Exploring the fields of the creative industry, FLAGCX established its purpose as "Disrupt the way the Creative Industry works". This means going beyond siloed definitions and broadening the way of doing things. For some years now, FLAGCX's companies roles have shifted to business advisors, future-proofing clients while connecting and preparing them for this new moment of the world, where everything is increasingly more digital, exponential and data-driven.
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In 2017, by mutual agreement with IPG, Roberto Martini decided to become independent again. He bought out IPG's FLAGCX shares with his partners, to be 100% independent, and, in addition to being a truly global Brazilian group, also became the largest independent creative group in Latin America. After a valuable seven-year period of partnership, the departure happened in a friendly way, whilst maintaining a very good relationship.
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Besides orchestrating the development of FLAGCX holding internationally, Martini is also an active speaker, sharing his vision on important places and events such as MIT, SXSW, Cannes Lions, NY Advertising Week, Columbia University, among others.
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His profile can be found in the books: From the Inside Out, How a generation of activists is injecting purpose in business and reinventing capitalism and Creative Entrepreneurship, How a new generation of Brazilian entrepreneurs are revolutionizing the way of thinking about knowledge, creativity and innovation.