Mutato

What Mutato does

Mutato (legal name: Mutato Entretenimento, Conteúdo, Publicidade e Serviços Ltda.) is a São Paulo-headquartered creative agency founded in 2012 that builds brands through social-first, entertainment-grade campaigns, influencer-driven content, and community formation for enterprise advertisers. The company was originally incubated inside Grupo WPP in Brazil and is currently managed by partners Daniel Cecconello and Décio Freitas, with a 101-250 employee base spanning headquarters in São Paulo and a regional office in Buenos Aires, Argentina.

The agency's offering is organized as a single integrated creative practice rather than a modular product suite, supported by named specialized service lines — Influence, Creative Strategy, Integrated Production, Media, and Business/Commercial management — each led by a director or head. Mutato assembles bespoke, lightweight, agile teams ("times leves, ágeis e únicos") for each client challenge rather than using fixed account hierarchies, drawing on both in-house leadership and curated external talent. Documented enterprise clients include Maybelline, Facebook, Samsung Galaxy A, Ambev, Netflix, Coca-Cola, Rockstar, Cinzano, and Uber, with named campaigns across both Brazil (e.g., Coca-Cola Olimpíadas 2016, Ambev "Cervejeira Sou Seu") and Argentina (e.g., Rockstar "HoraPico", Cinzano "Segundo Francia").

Mutato's revenue model combines project-based creative production and retained client engagements (professional services) with paid media activation as a pass-through stream (evidenced by operation of Facebook Pixel, Google Ads, and DoubleClick). Pricing is bespoke and quote-based — publicly undisclosed, with contracting initiated through the website contact form and reviewed by the company's Board. Distribution is entirely direct-to-client via the São Paulo and Buenos Aires offices, with no third-party resellers, marketplaces, or developer APIs.

Name

Mutato

Legal name

Mutato Entretenimento, Conteúdo, Publicidade e Serviços Ltda.

Website

https://muta.to

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

101–250 employees

Short description

Mutato is a São Paulo-based social-first creative agency serving enterprise advertisers in Brazil and Argentina with entertainment-led brand campaigns, influencer curation, and paid media activation under a bespoke challenge-specific team model.

Ownership category

akta.pro rank

Product category

Creative Advertising Services

NAICS

Advertising Agencies (54181), Public Relations Agencies (54182), Other Services Related to Advertising (54189)

SIC

Services-Advertising Agencies (7311), Services-Advertising (7310)

akta.pro primary industry

Integrated Full-Service Creative Agencies (MPAAAAAA)

akta.pro secondary industries

Brand Activations & Experiential Campaign Design (MPAAAGAA), Event & Experiential PR (Launches, Stunts, Press Events) (MPAAADAM), Integrated Advertising (Brand + Performance + Media) (BPAFAAAA)

Keywords

• Creative advertising agency
• Social-first brand content
• Influencer marketing services
• Integrated campaign production
• Media planning buying

Headquarters

HQ city

São Paulo

HQ country

Brazil

HQ region

Latin America

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Supply Chain

Revenue model

1. Agency creative & content services: Core revenue derived from brand-building engagements, social-first content campaigns, and creative production for advertiser clients (evidenced by case studies for Maybelline, Facebook, Samsung, Ambev, Netflix, Coca-Cola, Rockstar, Cinzano). Engagement structure combines project-based campaign work with retained client relationships.
2. Paid media & advertising activation (pass-through): Operates advertising platforms and pixels (Facebook Pixel, Google Ads, DoubleClick) — implies media planning/buying or activation services as part of client engagements.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Core offering

Mutato is a social-first creative advertising agency that builds brands through entertainment-grade content, curated influencer/talent partnerships, and authentic social community formation. The agency delivers bespoke campaigns for enterprise clients by assembling lightweight, agile, challenge-specific teams that mix creative, strategy, production, influence, and media specialists. Its portfolio spans enterprise brand campaigns for major multinational advertisers in Brazil and Argentina.

Product overview

Mutato is a single, unified creative agency offering rather than a multi-product platform. Founded in 2012 as a startup within the WPP Group in Brazil, the agency is built around a social-first brand creation model that combines sharp entertainment content, fine talent curation, and authentic social community building, expressed through the tagline "Social-first, but not only." Its portfolio is organized into two regional practices — Mutato Brazil (BR) and Mutato Argentina (AR), each surfacing named client campaigns (e.g., Netflix LUPIN, Coca-Cola Olympic Games 2016, Rockstar HoraPico, Cinzano Segundo Francia) — supported by specialized in-house service lines: Influence, Creative Strategy, Integrated Production, Media, and Business/Commercial management. Currently led by partners Daniel Cecconello and Décio Freitas, Mutato operates from São Paulo (headquarters) and Buenos Aires, delivering agency services end-to-end without separately branded sub-products or modules.

Differentiator

Problem solved

Functional benefit

Products and services

• Social-first Creative Agency Services End-to-end creative agency engagement that builds brands for enterprise clients through sharp entertainment content, curated talent, and social community formation. Delivered via bespoke cross-functional teams assembled uniquely per client challenge and supported by an integrated model combining creative strategy, production, influence, and media.
• Influence / Influencer Marketing Services Specialized service line led by the Head of Influence that delivers influencer marketing, talent curation, and creator partnerships for enterprise brand clients seeking authentic, social-native campaigns.
• Media Planning & Buying Services Service line led by the Head of Media that handles paid media planning and buying across platforms, supporting campaign activation for enterprise brand clients.
• Creative Strategy & Integrated Production Services Specialized service lines covering strategic planning, creative strategy, and end-to-end integrated content production for enterprise brand campaigns across social and entertainment channels.

Quantifiable outcome

• 13 years of continuous operation since 2012
• +2 more outcomes

Named customers10 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators4 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• Droga5 (Accenture Song): Global creative agency known for culture-driven, entertainment-grade creative work. Comparable to Mutato at the creative-style level (social/culture/entertainment-led brand campaigns) though materially larger, more global, and now backed by Accenture Song.
• DDB Latin America: Major global holding-company creative network with significant Brazilian and Argentine operations. Comparable to Mutato as a competitor for the same regional enterprise advertisers, though offering broader scale and full holding-company service suite.
• Anomaly: Globally operating independent creative agency with integrated production, media, and brand strategy under one roof. Comparable to Mutato's vertically integrated offering (creative + media + production + business), though materially larger and more geographically diversified.
• Wieden+Kennedy: Global independent creative agency with deep brand-building, entertainment, and cultural creative expertise. Comparable to Mutato at the model level (independent, brand-led creative agency), but significantly larger and globally distributed.

Direct peers

• DAVID (David New York/Madrid/Brazil): Independently held creative agency operating in Brazil and other LatAm markets with a culture-led, social-first creative model. Highly comparable to Mutato in positioning, regional footprint, and brand-building creative style for enterprise advertisers.
• AlmapBBDO: Major Brazilian full-service creative agency and BBDO/Omnicom network affiliate. Comparable to Mutato as a São Paulo-based creative agency serving large Brazilian and multinational advertisers with brand campaign and integrated communications work.
• GUT: Independent LatAm creative agency with offices in Buenos Aires, São Paulo, and other regional hubs. Closest comparable to Mutato: similar size, social/entertainment-led creative positioning, Argentine-origin, and overlapping regional enterprise clients across beverages, tech, and consumer brands.
• Africa (now Africa United/merged): Brazilian creative agency historically tied to Publicis, recognized for high-profile creative work for Brazilian advertisers. Comparable to Mutato as a São Paulo-based creative agency competing for the same multinational brand mandates.
• Pereira O'Dell: Independent creative agency with offices in São Paulo, New York, and San Francisco, focused on brand-building and integrated campaigns. Comparable to Mutato given Brazil presence, independent positioning, and similar enterprise client mix.
• Ponce (Ponce Buenos Aires): Argentine independent creative agency based in Buenos Aires, known for entertainment-driven, social-native campaigns. Comparable to Mutato given shared Buenos Aires base, independent structure, and similar mix of regional enterprise clients.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/wearemutato

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Mutato