Bruno Bertelli, Global CEO of Le Pub, Global CCO of Publicis Worldwide and CCO of Publicis Groupe Italy, travelled to Brasil to participate as keynote speaker of the renowned Creative Club Festival. On Saturday Oct. 22nd he delivered a lecture upon Cultural Currency, leveraging on the importance of how to hack growth, brands must hack culture first. In order to capitalize on culture, creatives need to pay more attention to how consumers spend their time, how they relate to each other and how these social behaviours create new forms of cultural capital.
During his visit, Bruno Bertelli visited Le Pub’s Sao Paulo. The Brazilian new agency, which started its activity this year is led by Felipe Cury as Chief Creative Officer, Ana Hernandes as Managing Director and Silvia Paes as Head of Strategy.

Publicis Italy | Le Pub won 1 Gold and 5 Bronze with Heineken, Netflix and Bottega Veneta clients.
Heineken projects achieved outstanding results with 1 Gold and 3 Bronze: “The Closer” campaign took home 1 Gold in Integration (Zeitgeist) while “Boycott Ads”, “The Virtual Heineken Silver” and “The Unwasted Beer” campaigns got 3 Bronze respectively in Digital (Beverages), Integration (Zeitgeist) and Transformative Business Impact (Sustainability) categories. Great results also for Bottega Veneta with “Bottega for Bottegas” project, that earned 1 Bronze in Integration (Fashion & Accessories), and Netflix for “The Sound of Stories” campaign which scooped 1 Bronze in Online Film (Entertainment). The agency also scored three finalists in Integration and TV/Cinema for Heineken “The Night is Young”, and Non-traditional for “The Unwasted Beer” campaign.
Listed as one of only five global shows in the WARC Creative 100 Ranking, London International Awards has established itself as a global competition, celebrating creativity, the power of ideas and new technology in all forms of Advertising, Digital, Production, Design, Music & Sound and Technology. Find out more at LIA

Publicis Italy | Le Pub landed top accolades at this year’s Golden Drum International Festival of Creativity picking up 5 Grand Prix, 5 Golden Drum Awards, 8 Silver Drums and 4 Bronze with Heineken, Netflix and Bottega Veneta clients.

For the third time in a row, the agency was recognized as “Agency of the Year” confirming its status as the most awarded Italian creative agency in the world and contributing significantly to the success of Publicis Worldwide that was elected “Network of the Year”.

“We are deeply pleased and honored to receive this prestigious award that testifies once again how putting brands in the center of culturally relevant conversations and delivering values pay off. We strongly believe that brands expands in terms of relevancy when purpose and authenticity merge. The hard work done over the years has created a proven model of data and creativity that, combined with the courage of our people and our clients, make brands resonate. I’d like to express my sincere thanks to all the team for making it happen” – said Bruno Bertelli, Global CEO of Le Pub and Global CCO at Publicis Worldwide.

The best brand leaving a mark at the 28th Festival edition by winning the Brand Grand Prix was Heineken that conquered 4 Grand Prix Awards, 3 Golden Drums, 4 Silver Drums, and 4 Bronze across all sections. The 4 Grand Prix wins were awarded to The Night is Young (Health & Wellness, Content, Best of Covid-19) and The Heineken Silver (Digital Craft) campaigns. The Night is Young also got 3 Golden Drums (Film, Integrated, Motion Craft), and 1 Bronze in Engagement. The Heineken Silver campaign collected 4 Silver (Digital Mobile & Tech, Engagement, Activation, Brand Building) and 1 Bronze in Integrated. Heineken Cheers to all fans scored 1 Bronze in the Film category while The Closer earned 1 Bronze Award in Motion Craft.

Excellent results also for the Bottega for Bottegas project that scooped the Best of Genius Loci Grand Prix – the award celebrating local works that presented their distinctive local spirit – 2 Golden Drums in the Activation and Social Good categories, and 2 Silver Awards (Integrated, Content).

Lastly, the agency took home two more wins for Netflix The Sound of Stories with 1 Silver Drum in the Film category, and the Romanian Witches vs The Witcher campaign that got 1 Silver Drum in Genius Loci.

Visit here for more on The Golden Drum Awards 2022.

Further awards have been assigned to the campaigns Publicis Italy|Le Pub has realised for Heineken and Netflix. We are incredibly proud to enrich our shelves with 5 more shining trophies: 1 Gold, 1 Silver and 3 Bronze. These recognitions are the latest in a long line of accolades already received for our campaigns.

Heineken The Night is Young got 1 Silver in Social Media & Influencer: Best Use and 1 Bronze in Film: Best Use categories. The Virtual Heineken Silver campaign, celebrating the virtual beer that broke out of the metaverse and got into the real world, collected 1 Bronze in Direct: Best Use.

The agency brought home two more wins for Netflix The Sound of Stories campaign with 1 Gold in Audio/Radio: Best Use and 1 Bronze in Film: Best Use categories.

New York Festivals competitions honor and recognize the World’s Best Work and the men and women who create it by celebrating the exceptional and innovative content being created today. The international competitions cross over 80+ countries to provide a truly complete representation of the very best in creative communications. All entries are judged by panels of award-winning creative professionals from across the globe who are acknowledged leaders in their respective fields.

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Publicis Italy | Le Pub won the title of Third Agency of the Year. An extraordinary edition with a total of 24 Lions, including 2 Gold, 11 Silver, and 11 Bronze. The Night Is Young campaign for Heineken reached the highest step of the podium conquering 6 Lions: 2 Gold (Health & Wellness, Film), 1 Silver (PR), and 3 Bronze (Film, Social & Influencer, Direct). The Virtual Heineken Silver was awarded with 4 Lions including 3 Silver (Social & Influencer, Digital craft, Brand Experience & Activation) and 1 Bronze (Social & Influencer). The Unwasted Beer campaign for Heineken scored 4 Lions counting 2 Silver (Creative Strategy, Brand Experience & Activation) and 2 Bronze (Outdoor, Creative B2B). Heineken Boycott Ads earned a total of 3 Lions, 1 Silver (Direct) and 2 Bronze (Brand & Experience Activation, Mobile). The agency took home also 1 Silver in Outdoor with Heineken Spain OOH, 1 Bronze in Creative Strategy with Shutter Ads and 1 Bronze in Film with A Lockdown Love Story. Lastly, the Bottega for Bottegas project scooped 2 Silver Lions in Brand Experience & Activation, while The Sound of Stories campaign for Netflix collected 1 Silver in Social & Influencer, and Powerade Pause is Power campaign (the result of joint work between Publicis Italy, Publicis Mexico, Leo Burnett Chicago and Digitas New York) got 1 Bronze in the same category. The Cannes Lions International Festival of Creativity has been championing creative excellence since 1954 with the goal of providing a global destination and the definitive benchmark for creativity that drives progress.

At yesterday’s session, Bram Westenbrink (Global Head Heineken® Brand) and Bruno Bertelli (Global CCO Publicis Worldwide) revealed how Heineken’s global brand policy has developed over time to stay fresh with consumers while remaining true to its 150 years old DNA of open-mindedness, worldliness, and inventiveness.
It takes a consistent brand personality and strong identity to sustain business growth. Once again, everything is about creativity, consistency, and relevance revolving around three pillars: Product Category, Generation, and Zeitgeist (a concept referring to period-specific cultural patterns).
The key features of effective communication lie in supporting the product category, opening a dialogue with new generations, and being topical in speaking the brand language with humour, lightness, and a refreshing tone of voice.

Following the successful launch of Le Pub in November 2020 in Amsterdam and Milan, Le Pub’s agency model will be expanding to service Heineken globally, in its major markets with new offices in Sao Paulo, Mexico City, Cape Town, Singapore and Shanghai.
Le Pub’s offering lies at the critical intersection of where brands meet culture connecting product, commerce, experience, and communication and creating innovative brand experiences that resonate in culture, at scale.
The expansion of Le Pub will include openings in Mexico and Brazil effective immediately. The expansion will see the rollout of Le Pub in Singapore, China, and South Africa within the next two months.
Le Pub is an example of a unique creative agency model, that combines data and creativity to impact culture. It is made possible by Publicis Groupe’s ‘Power of One’ model where dedicated teams like Le Pub can also draw seamlessly upon the capabilities of the wider company to serve client needs. Check the news on Adweek.

Publicis Italy took home a range of prestigious Awards at The One Show, one of the most important events for the creative industry that showcases excellence in advertising, design, and digital marketing. The Agency collected a total of 8 Awards including 6 Gold, 1 Silver and 1 Bronze Pencils and earned top honours with Heineken campaigns, also obtaining the Award as Best of Direct Marketing.
Shutter Ads, which turns shutters into a new advertising media to help bars cope through the COVID-19 pandemic, scored 7 Pencils. The campaign achieved extraordinary results winning the Award as Best of Direct Marketing and gaining 6 Gold and 1 Bronze Pencils. The Gold Pencils were awarded in the following categories: Branded Entertainment, Creative Effectiveness, Direct Marketing and OOH. Heineken Shutter Ads campaign distinguished itself in the Creative Effectiveness category (CSR) also conquering 1 Bronze Pencil.
The Night is Young, the Heineken campaign that shows what vaccinated people get up to at night, received multiple rewards gaining 1 Silver Pencil in Integrated Branding Campaign, and 1 Merit in Film (Long Form TV).
A Lockdown Love Story celebrates the unexpected moments that only real life can bring. This outstanding campaign got 1 Merit in Film category (Long Film Social). These new and important accolades enriched the palmarès of Publicis Italy, which ranked 1st in the WARC Creative 100 for 2022. Find out more at The One Show.

The Clio Awards ceremony took place yesterday in New York and Publicis Italy won the Grand Prix with Heineken also being awarded with 1 Gold, 2 Silver and 4 Bronze.

The winner of the Grand Prix for the OOH category is Heineken Shutter Ads campaign. Additionally, the project won 1 Silver in Experience/Activation and 1 Bronze in Direct.

The agency took home 1 Gold in Fashion & Beauty with the project Bottega x Bottegas. Through this project, Italian luxury brand Bottega Veneta gifted its adspace to fellow Italian brands over the winter holiday season.

Publicis Italy also won 1 Silver with Heineken Night Is Young in Film and earned 1 Bronze in Social Media.  The campaign celebrated a safe return to social life with a group of vaccinated seniors enjoying a carefree night on the town.

2 Bronze were awarded to Barilla Playlist Timer campaign in Audio and Experience/Activation. Learn more on Clios.

In its first year since launch, Le Pub figures on Adweek’s Top Creative-First Agencies list to keep an eye on in 2022. The agency launched in 2021 in Amsterdam and works closely with the global Heineken client, amongst others. The agency model is designed to respond quickly to increasing and changing client needs being as relevant as possible for consumers. Le Pub brings together a unique blend of creativity, data, and tech to deliver innovative experiences that matter enough to live in culture. Fueled by rich global data and powered by world-class creativity.

Read more on Adweek. Get in touch with Le Pub.