Wieden+Kennedy Names New Global Brand Director for Nike

The agency also named a new managing director in São Paulo

Fernanda Antonelli will take on Andre Gustavo's former role as managing director, W+K São Paulo. - Credit by W&K
Headshot of Erik Oster

Wieden+Kennedy named Andre Gustavo as group brand director, responsible for leading its Nike account globally.

Gustavo formerly served as managing director of W+K São Paulo, and was part of the team that helped open the office in 2010. During his time as managing director, the office grew from a team of three to over 150, while taking on clients including Nike, AB InBev, Disney, Subway, Mondelez and Facebook. A 20-year industry veteran, Gustavo worked at agencies including F/Nazca Saatchi & Saatchi, JWT and FCB before joining W+K.

“Eight years ago I had the honor of opening W+K Sao Paulo,” Gustavo said in a statement. “I feel as honored now, by the opportunity of moving to Portland to lead our relationship with such an iconic client, at such an interesting time for advertising and brand communication.”

Fernanda Antonelli will take on Gustavo’s former role as managing director, W+K São Paulo, leading the office along with executive creative directors Eduardo Lima and Renato Simões.

Antonelli joins the agency from mcgarrybowen Brasil, where she served as COO and vice president, marketing. She has previously held management roles at agencies including Almap BBDO, JWT São Paulo and JWT Buenos Aires, and worked with clients including AB InBev, Coca-Cola, Pepsi, Visa, Mars, Unilever and Diageo.

“It’s an exciting opportunity to join W+K, an agency which has been developing, throughout it’s 36 years, world-class strong and inspiring communication for brands,” Antonelli said in a statement. “It’s a privilege to come in and lead this exceptionally talented group of individuals alongside Eduardo Lima and Renato Simões. I look forward to making great work, with inspiring partners, and continuing to strengthen W+K’s presence in Brazil.”

“Nike is our founding client. It holds a very special place at the heart of this agency and the body of work we have created together is second to none. Leading this partnership is one of the most important, dynamic, and complex roles at the agency,” W+K COO Neil Christie added. “Andre’s experience with the brand, deep knowledge of this agency, relentless pursuit of great work and authentic love of sport are some of the reasons we are confident and excited to have him take over.”

“And his moving into this role means we get to welcome Fernanda Antonelli to the leadership team at W+K,” he continued. “We have been very impressed by her passion for creativity and her dedication to helping build clients’ businesses. I’m confident she will help to take W+K Sao Paulo from strength to strength.”


@ErikDOster erik.oster@adweek.com Erik Oster is an agencies reporter for Adweek.