Maria Laura Nicotero Joins Momentum as Brazil President

Ad Age Partner Meio & Mensagem's Events Maven Moves to Agency Sector

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Maria Laura Nicotero is joining Momentum Worldwide this week as the Interpublic-owned brand experience agency's president for Brazil.

Ms. Nicotero was previously executive director responsible for the events business at Sao Paulo-based Meio & Mensagem, South America's biggest marketing, advertising and media magazine and Ad Age's longtime editorial partner in Brazil.

Maria Laura Nicotero
Maria Laura Nicotero

During her 15 years at M&M, Ms. Nicotero was in charge of Brazil's leading ad awards and marketing events, including the Premio Cabore awards for the ad industry, media exhibition MaxiMidia, digital conference ProXXima and the Effie Awards for Brazil. Meio & Mensagem started the regional Wave Festival for Latin America, held in April in Rio de Janeiro, seven years ago, and launched Ad Age's Women to Watch Brazil, in partnership with Ad Age. She presided over the third annual Women to Watch luncheon last week in Sao Paulo.

Ms. Nicotero will remain on the board of Meio & Mensagem.

In her first role at an agency, she succeeds Marcos Lacerda, who left Momentum last month to become chief marketing officer of Banco Original, a bank that is part of Brazilian industrial group J&F and is broadening its focus beyond the agricultural sector. She will report to Kevin McNulty, president, international markets for Momentum Worldwide, part of McCann Worldgroup.

At Momentum, whose clients in Brazil include Nissan, Microsoft Corp., and Sprint-owned Nextel Communications, she'll lead the agency's efforts including sports and entertainment, shopper marketing, experiential, and data and analytics, and apply her considerable experience with events and sponsorship to the agency's work around the upcoming 2016 Olympic Games in Rio.