A new Sao Paulo-based agency, Capsula (Capsule), has opened its doors for business, led by president and creative director Atila Francucci, former VP-creative at the local office of Lowe Lintas & Partners Worldwide.

Says Francucci: "Capsula was born in this new environment that is making companies change. We didn't have to change or adapt. We were born with a new approach."

Eschewing suggestions that that the fledgling will be a traditional agency, Francucci portrays the $300,000 venture as a general communications practitioner offering a wide range of marketing services from the creation of websites to the production of TV shows.

Five founding partners are respectively responsible for operations and new business (Alexandre Grynberg), creative (Fabio Meneghini and Rodrigo Butori), media (Julio Vieira Neto) and copy (Rui Branquinho)

The shop’s structure will see creative teams of three, rather than the traditional two, working on any given account: an art director, copywriter plus technology specialist.

Capsula’s eleven founder clients include Origin (Phillips' technology branch), Tropical Brasil surfwear, radical sports portal camerasport.com.br and movie portal cineclick.com.br.

News source: Advertising Age - International Daily