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Hello from the man who said “Tchau” to StrawberryFrog

March 6, 2013

Alexandre-Peralta-766x1024It’s over a year now since Peralta founder and CEO Alexandre Peralta expunged (literally so) the StrawberryFrog images sprayed all over the interior of his Sao Paulo hotshop. How’s he getting on in the wake of his split with mercurial and moody SF panjandrum Scott Goodson?

The other day I caught up with him and had a chance to find out.

Peralta, it may be recalled, is a copywriter by background who worked at some of the big multinational agencies such as DDB before moving to local Brazilian agency, Africa, as its creative director. When he set up shop with New York-based Goodson in 2007, the idea behind SFPeralta was to provide Goodson’s micro-network with an arm in the booming BRIC market and Peralta with access to international clients.

It didn’t quite work out like that. Peralta did indeed acquire international clients, such as PepsiCo’s snack business – but no thanks to StrawberryFrog, which became increasingly beset by financial and managerial crises. The result was an amicable (well, more or less) decision to go their own ways. Goodson needed the money (he had a 30% strategic stake in SFPeralta, but no managerial interest) and Peralta felt his agency would be better off without him.

Rightly so, it turns out. At the time, the Peralta Sao Paulo business had revenues of about $8.5m and was growing 50% a year. It has won new international business, including Bacardi Brasil (Martini and Grey Goose) and two Mondelez brands (i.e. Kraft of yore); more business from existing clients Pirelli and personal care company Natura; plus Vigor – the Brazilian dairy company giant. So much so that the agency is putting in place for the first time a chief operating officer.

063e7c5The new COO is Jairo Soares, a partner and media vice-president of Peralta these past five years.

At the time Alexandre Peralta dissolved the StrawberryFrog link, his agency was being actively courted by MDC-owned CP&B. Nothing came of that overture, and Peralta Sao Paulo retains its independence. However, the founder remains open-minded on the need for a collaborator:

“An international partner can be welcome in the future if it is capable of improving our portfolio even more,” Peralta tells me.

You read it here first.

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Brazilian partner Peralta says “Tchau” to StrawberryFrog

February 1, 2012

Relief for StrawberryFrog, the maverick but financially-challenged New York advertising micro-network, is nigh.

SF founder Scott Goodson has realised his 30% investment in Sao Paolo agency StrawberryFrogPeralta, which he set up with Brazilian creative whizzkid Alexandre Peralta in 2007.

The way Peralta tells AdAge the story, break-up was all his idea. SF NY has never had operational control over Peralta’s outfit, but it does boast a string of enviable global clients, such as Emirates and Pepsi, that were expected to spread their love to Brazil via the association.

No dice, says Peralta. All his clients, even Pepsi, were won locally. “The fact that 100% of our clients belong to us made us rethink the partnership.”

That may be true, but the fact is Brazilian hotshops are not above playing fast and loose with their international allies. Thanks to growth rates of 30% or more a year, they can more or less set their cap at who they like – once out of contract. In Peralta’s case, this currently seems to involve flirtation with MDC-owned CP&B. Certainly he was coy on the subject when pressed by AdAge.

Just before Christmas, I highlighted a similar situation at Neogama BBH. Founder Alexandre Neogama was giving his UK partners a hard time, even threatening to defect to a rival network. In the event, this seems to have been a bluff aimed at leveraging his existing position, although we cannot yet be certain of that.

For Goodson, parting with Peralta must be a mixed blessing. On the one hand, he can congratulate himself on a shrewd financial investment. SFP is profitable, enjoys an estimated $8-9m revenue and, according to Peralta, is expected to grow by 50% this year. On the other, when is Goodson likely to come across such an opportunity again?


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