This year, Propeg — one of Brazil’s most iconic independent agencies — celebrates its 60th anniversary, marking six decades of creativity, collaboration, and evolution. From its humble beginnings as a small local creative shop to its status today as a globally connected, full-service agency, Propeg’s journey reflects the heart and resilience of independent advertising.

A Legacy Built on Creativity and Collaboration

When asked about the secret to their longevity, Vitor Barros, CEO of Propeg and Worldwide Partners Vice Chair, points to a few enduring principles: “Our longevity comes from a deep commitment to creativity, collaboration, and constant evolution.”

From day one, Propeg has believed that great ideas emerge from diverse perspectives and fearless curiosity. That spirit has guided the agency through industry transformations, ensuring it continues to deliver meaningful results for brands and audiences alike.

Propeg’s culture values innovation as much as discipline. The agency nurtures creativity through experimentation, encourages open dialogue across teams, and stays relentlessly focused on impact — a formula that has sustained its success for 60 years.

Adapting to a Changing World

What began as a two-person dream in 1965 has grown into a network of 260 professionals across six offices, reflecting both the ambition and adaptability that define Propeg’s story.

While creativity has always been its foundation, the agency has consistently evolved to meet the changing needs of brands — integrating data, technology, and cultural insight into its strategic and creative processes.

Once focused on traditional advertising and design, Propeg now offers a comprehensive suite of services spanning brand strategy, digital experience, social media, influencer marketing, media, content production, and innovation consulting. As Vitor notes, this evolution mirrors “the complexity of today’s marketing landscape — and our commitment to helping brands thrive in it.”

The Heart Remains the Same

Despite six decades of change, one thing has never shifted: Propeg’s passion for creativity.

“It’s what drives our ideas, shapes our culture, and defines our relationships with clients,” says Vitor. That original spark, the belief that creativity can transform brands and connect people, continues to burn brightly.

A Legacy of Impactful Work

Among Propeg’s many standout campaigns, one that holds a special place is the “Father’s Day” campaign for the Gay Group of Bahia, which earned a Silver Lion at Cannes. The work exemplifies the agency’s commitment to creating ideas that not only move brands but also move people — sparking emotion, conversation, and change.

A Global Network for Independent Growth

Propeg joined the Worldwide Partners network five years ago, and the connection has only deepened their global perspective.

“Being part of WPI has strengthened our global outlook and expanded our collaboration opportunities,” says Vitor. “It allows us to share knowledge, exchange cultural insights, and work together on international projects — offering clients both local expertise and global reach.”

For Propeg, Worldwide Partners represents a community that celebrates independence while empowering collective growth, a philosophy perfectly aligned with the agency’s own values.

Looking Ahead to the Next 60 Years

As Propeg celebrates 60 years of fearless creativity, its story stands as a testament to the power of independence, curiosity, and collaboration. From Salvador to São Paulo and beyond, the agency continues to shape the industry, one idea at a time.

Happy 60th anniversary, Propeg. Here’s to the next 60 years of creative evolution.