Mr. Serpa and Mr. Madeira joined AlmapBBDO in 1993, when the agency sold a share in the shop to Omnicom Group's BBDO, Ad Age reported, in detailing the shop's history. Rival agency DM9's Alexandre Gama, Jose Luiz Madeira and Marcello Serpa were brought in under the newly renamed AlmapBBDO. Mr. Gama soon left; Mr. Serpa became chief creative officer, and Mr. Madeira, management supervisor.
After joining the agency, the duo is credited with building Almap BBDO into one of São Paulo's most prominent agencies. Current clients include Pepsi, Visa, Audi Brazil, Bayer, M&Ms, HP, Twix, Pedigree and Snickers. Under Mr. Serpa and Mr. Madeira's leadership, AlmapBBDO won three Agency of the Year awards at Cannes, two Clios for Agency of the Year, seven FIAP awards and was named the Gunn Report's most awarded creative agency in the world three times.
Additionally, Mr. Serpa won the Clio Lifetime Achievement Award, and Mr. Madeira is an inductee of the Academia Brasileira de Marketing Hall of Fame.
Alcantara Machado Publicidade Ltda., or Almap, was founded in 1954 in São Paulo by Caio de Alcantara Machado and his brother Jose. AlmapBBDO's recent work includes the spot below for Volkswagen Brazil.