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Publicis Groupe

What happens when a startup generalist joins a giant agency?

— The Context

I joined Publicis Groupe because of my work with iTquetas.

This was my first real experience inside a large company, and the first thing I noticed was how segmented everything was. I had come from building iTquetas, where I was doing a little bit of everything: design, data, website, some programming, PR, product, and whatever else needed to happen that week.

At Publicis, there were teams for everything.

At first, my reaction was honestly: "Wow, we need this many teams? Really?"

— The Work

But that became the useful part.

I started learning how to take the work I used to do alone and organize it into something that could work across teams. I created tracking documents, naming conventions, and processes to help connect website and advertising data that otherwise felt fragmented.

My goal was to make the work easier to understand as one consolidated view instead of a bunch of disconnected pieces.

I shared the project with my team and started getting it across the company.

— The Growth

Later on I moved to São Paulo (yep, big city) and that's when I started getting more client-facing opportunities. I presented findings, explained performance, and recommended what should change on the website or in the advertising campaigns. It was fun!

I got to work on large projects for brands like Toyota, Sadia, Qualy, Perdigão, Habib's, and Vale. Bigger brands, bigger budgets, bigger expectations, and much more pressure to explain the numbers in a way that was useful, not just technically correct.

— The Takeaway

This role taught me how to adapt to what the client actually needed, not just what they wanted to hear (big difference here). I learned how to deliver bad news, how to turn performance issues into an improvement plan, and how to make data feel actionable.

— Results

• 6+ — Major brand accounts managed
• SP — What happens when a startup generalist joins a giant agency?
• 1st — Consolidated tracking framework adopted across teams