Ramos told Ad Age the agency had been seeking a CEO for about two years but found the task of identifying a candidate “fluent in both creativity and business” difficult before Bigio suggested Diquez, with whom he’d worked decades prior during overlapping tenures at Saatchi & Saatchi. The deal was sealed when Ramos’ wife cooked a Brazilian dinner for Diquez. The global CEO described the dinner as a delicious mixture of different flavors—“what Gut is in a dish.”
Diquez describes her new role as different from any she’s held, “where you have to be proactive in looking for clients all day long,” she said. “Here, they just come because of who we are.”
Bigio added that in a year with “all kinds of uncertainties—global, regional, personnel,” Gut was winning accounts, hiring new talent and winning awards—including its second Grand Prix and second place for Independent Network of the Year at the Cannes Lions.
“We truly believe that if we put out good work, the good work will pay off everything that we do," said Bigio.
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The agency will have its work cut out for it this year in replacing Popeyes, one of its signature clients. Under a new chief marketing officer, the client has called a creative review, parting ways with Gut after three years.
“We have achieved many milestones with Popeyes, and we’re grateful for all of the campaigns and projects we’ve created with the brand,” Gut said in a statement after the loss in late February. “We’re looking forward to continuing our work with all of our other clients and for the many opportunities that lie ahead for us in 2023.”