Ad Industry Vets Try Again With Latest Agency Venture

Mauro Alencar, Geoff Edwards, Jeremy Brown Re-emerge With Dojo and New Backing Partner

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NEW YORK (AdAge.com) -- Veteran creatives Geoff Edwards and Mauro Alencar and operations brain Jeremy Brown have opened the doors to Dojo, a San Francisco-based agency that is backed by Brazil's ABC Group.

DOJO Partner/ECD Geoff Edwards, Partner/ECD Mauro Alencar and Partner/CFO and Operations Jeremy Brown
DOJO Partner/ECD Geoff Edwards, Partner/ECD Mauro Alencar and Partner/CFO and Operations Jeremy Brown
For Messrs. Edwards, Alencar and Brown, the move comes after the trio's brief stint with Fancy. The two creative execs joined promotions shop Seismicom in February as lead creatives and partners, with Mr. Brown occupying an operations role. With that shift in leadership, Seismicom rebranded itself as Fancy to mark its transition to a new agency model.

"It was a legitimate position but with the wrong partner," Mr. Alencar told Ad Age sibling Creativity. "Very quickly, when we identified there was no chance that was going to happen with our partner, we had to move on."

Brazilian businessman Nizan Guanaes founded ABC Group, which ranks 20th in Ad Age's list of top agency companies with nearly $280 million in revenue. ABC also backs another San Francisco-based agency, Pereira O'Dell, which was founded in 2008 by AKQA expats P.J. Pereira and Andrew O'Dell.

Before Fancy, Mr. Edwards was executive creative director and partner at T.A.G., San Francisco, one of the creative agencies behind 2008's much-lauded ad campaign for Microsoft's "Halo 3" video game. Mr. Alencar was formerly exec VP-executive creative director for Publicis' Modem. Mr. Brown held previous finance roles with McCann Erickson, TBWA/Chiat/Day and Omnicom Group.

Visit Creativity for the full story.

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