hoola Modern Agency appoints New Business Director as they move into international markets

hoola Modern Agency is set to continue to grow their national reach and is excited about their move into the international market. They recently welcomed advertising industry heavyweight, Pedro de Carvalho, to their leadership team as New Business Director, to drive national and international market penetration and elevate their business offering as they forge ahead into the 2022 financial year. 

De Carvalho’s career in the advertising industry spans over two decades, starting in 2000 with an independent agency, before joining Ogilvy South Africa, where he spent 13 years honing his skills, including serving as a board member for Ogilvy Cape Town, Geometry Global and Zoom Advertising in addition to fulfilling the role of Retail and New Business Director prior to joining hoola.  

‘I have always been passionate about creating work that works,’ said de Carvalho, ‘and have been privileged to lead teams and partner with clients for some of South Africa’s biggest retail and FMCG brands over the past 13 years, including Pepkor, Shoprite Group, Massmart, Moresport Holdings, Cash Crusaders, S.C. Johnson & Sons, and British American Tobacco to name a few.’ 

He is thrilled to be joining the hoola family and expressed his excitement and gratitude to be joining such a close-knit team of hoolagans.

‘It really has felt seamless, I think that we generally gravitate towards our own tribe and aside from the fantastic welcome that the leadership team has given me, it has just felt like coming home in many ways.’

hoola prides themselves on solving remarkable challenges with incredible solutions, balancing innovative creative work with data-driven insights, and de Carvalho’s approach is closely aligned to this. 

‘I have always believed that it’s “the maths that sells the poetry” – as marketers we tend to find the correct creative solutions when we discover the real insight in the data. Cracking the brief relies on solving the “maths” strategy in order to produce the “poetry” – creative solutions that work.’

Looking to the future, de Carvalho highlights the shift in clients wanting to partner with agile, creative and solutions-orientated agencies, and believes that hoola is perfectly positioned to deliver in this current climate and beyond.

Despite over two decades worth of industry experience, de Carvalho remains passionate about advertising and seeking out opportunities to add value.

‘Nothing gets me more excited than being part of a campaign that delivers results for our clients. My big hope is that I become a valued member of the hoola family, and that the team can lean on my experience, but also push me out of my comfort zone and challenge me to be better every day.’

There is a vibrant energy within the agency and a palpable excitement as they begin the next chapter of their story as a business, and forge ahead into 2022 – so, stay tuned!