Media and investors

The move reinforces the company’s commitment to the region with the arrival of a full-fledged strategy and creative team 

Adobe is expanding its presence in Latin America, with a focus on Brazil, one of the world’s leading creative ecosystems. The initiative marks the regional rollout of the global partnership with dentsu, through a Brazilian operation dedicated to creativity that combines brand consistency with cultural relevance. The structure includes regional creative leadership and art libraries developed for local markets. 

In Brazil, the operation will be led by Nayla Alana, Creative Director, and Thiago Fernandes, Business Director, both of whom have experience in the region.  

Globally, dentsu has also brought in Brazilian Octavio Maron as Chief Creative Officer for Adobe. The team’s composition aligns with the company’s broader strategy to engage more closely with local culture and creative communities. 

“Our country has a very unique cultural and creative richness, and being closer to this context is fundamental to how we want to build Adobe in the region. A global structure gives us scale, but we also need people who understand the codes, the conversations, and the particularities of each market. The partnership with dentsu helps us bring these two dimensions together,” says Renata Decoussau, Marketing Director for Adobe in Latin America.

The global partnership between Dentsu and Adobe began in 2024, when Dentsu Creative was selected as the company’s primary creative and content agency at scale for its Digital Media business unit. Since then, the agency has been working alongside Tag, a group company specializing in end-to-end creative production, to meet Adobe’s needs.          

According to Bruno Panico, executive vice president at Dentsu, “Local relevance isn’t just about translating a campaign. It means understanding the cultural codes, behaviors, and forms of expression of each audience to build communication that resonates more deeply with people,” he says. 

The new structure will support business priorities and ongoing campaigns, including initiatives for Adobe MAX. With this new model, Adobe and dentsu aim to expand their ability to transform global strategies into work that is tailored to the region’s contexts and audiences.