What Curious does

Curious is a São Paulo-headquartered B2B creative advertising agency operating with 34 employees as a privately held professional services firm. It delivers brand activation campaigns, engagement strategies, live experiences, and incentive programs to enterprise brand clients, positioning itself as a 'network of diverse competencies' built from specialists who deliver consultative, curiosity-driven creative work. The agency's client roster includes major international and Brazilian brands across pharma (Lilly), coffee retail (Starbucks), spirits (Absolut Vodka), lubricants (Mobil), beer (Heineken 0.0), jewelry (Vivara), and food (Filippo Berio). Notable engagements include the #ParaNãoEsquecer Alzheimer awareness campaign for Lilly (turning Post-it notes into diagnostic prompts), Starbucks Sessions and Flow (intimate music performances and yoga in-store generating 2MM+ video views and 200 fans at the DAY LIMNS session), the BornToMix LGBTQIAPN+ activation for Absolut at Tomorrowland pairing established and emerging DJs, the Mobil 1 'The Best' campaign built around Tina Turner's song, and Mobil's 'O Som da Vida' road-safety initiative, which earned Silver (Corporate Social Responsibility) and Bronze (Road Safety) at the 2024 AutoVision Awards. The Filippo Berio #CrieComSabor campaign generated 56.3MM video views at 140% above reach target.

The agency monetizes through project-based and retainer professional services engagements with customized, non-publicly disclosed pricing. Its go-to-market is sales-led and consultative, engaging directly with marketing decision-makers at large enterprise brands, supported by an organic presence on Instagram (@curious.ag) and LinkedIn and a portfolio-driven website (curious.ag). The Curious Xlab sub-brand functions as an experimental innovation unit for creative solutions and new technologies, though no specific AI/ML capabilities are disclosed in the data. Curious maintains a single identified partnership with TV1 Live (Grupo TV1) for live marketing on the Heineken 0.0 SLS and STU skate activations. Geographic scope is regional, confined to São Paulo and Brazil, with no claimed global footprint and no evidence of external investment, M&A, or funding rounds.

Name

Curious

Legal name

Curious

Website

https://curious.ag

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Curious is a 34-person São Paulo-based B2B creative advertising agency that delivers brand activation campaigns, engagement strategies, and live experiences to enterprise clients including Starbucks, Lilly, Absolut, Mobil, and Heineken.

Ownership category

akta.pro rank

Product category

Advertising and Marketing Services

NAICS

Advertising Agencies (541810), Public Relations Agencies (541820)

SIC

Services-Advertising Agencies (7311)

akta.pro primary industry

Brand Activations & Experiential Campaign Design (MPAAAGAA)

Keywords

• Brand activation campaigns
• Live experience marketing
• Creative agency services
• Engagement marketing strategies
• Experiential event marketing

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Creative Agency Services: The agency generates revenue through providing creative and strategic marketing services to brand clients. Services include brand activation campaigns, live experiences, and engagement strategies delivered on a project or retainer basis.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

Curious is a Brazilian creative advertising agency that develops and executes brand activation campaigns, engagement strategies, and live experiences for large enterprise clients. The agency combines cultural insights with brand storytelling to create campaigns such as Post-it-based Alzheimer awareness for Lilly, Starbucks Sessions and Flow cultural programming, the BornToMix LGBTQIAPN+ campaign for Absolut at Tomorrowland, and Mobil 1 'The Best' tied to Tina Turner's song. Its Curious Xlab division serves as an innovation unit for experimental creative solutions.

Product overview

Curious is a Brazilian creative advertising agency that operates as a network of diverse competencies. The company offers a unified suite of marketing services centered around brand activation, engagement strategies, live experiences, and incentive programs. Their offering is delivered as an integrated consultancy model rather than a modular software platform. The Curious Xlab serves as their innovation unit for developing creative solutions. The company works with major brands including Lilly, Starbucks, Absolut, Mobil, Heineken, Vivara, and Filippo Berio on campaign creation and execution.

Differentiator

Problem solved

Functional benefit

Brands

• Xlab: Creative and innovation division of Curious agency focused on experimental projects and creative solutions

Products and services

• Brand Activation Creative campaigns and marketing activations that engage audiences and build brand awareness through experiential marketing initiatives, designed for large enterprise brand clients.
• Engagement Strategies Strategic approaches to connect brands with their target audiences through meaningful interactions and relationship-building campaigns, such as music and yoga programming at Starbucks.
• Live Experiences In-person and hybrid experiential events including live marketing, street activations, and immersive brand experiences, delivered for enterprise clients such as Heineken 0.0 and Absolut.
• Incentivos (Incentives) Professional incentives practice offering incentive programs and motivational campaigns designed to drive consumer engagement and brand loyalty for client brands.
• Curious Xlab Innovation laboratory focused on developing creative solutions and exploring new technologies for brand campaigns, functioning as the agency's creative innovation unit.

Quantifiable outcome

• 56.3MM+ video views for Filippo Berio campaign
• +3 more outcomes

Named customers7 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

One partnership is on record.

• TV1 Live (Grupo TV1)minorStrategic or Co-development PartnerPartnership with TV1 Live, a live marketing agency from Grupo TV1, for the Heineken 0.0 SLS and STU skate event activations. TV1 Live contributed live marketing expertise to create interactive spaces that reinforced the brand's urban lifestyle identity.

Recent moves4 records

Expansion highlights2 records

Direct peers

• DM9DDB: Brazilian creative agency within the DDB network serving global brands with integrated campaigns and brand activations. Comparable in target market (large enterprise brands) and creative-led service offering.
• Lew'Lara\TBWA: São Paulo-based creative agency within the TBWA network, serving enterprise brands with integrated campaigns and activations. Comparable in target market and creative-led GTM approach.
• Galeria (Brazilian agency): Brazilian creative agency focused on cultural and brand activation work for major brands. Comparable boutique positioning and emphasis on culturally resonant creative for enterprise clients.
• Wieden+Kennedy São Paulo: Creative agency with a São Paulo office known for culturally resonant campaigns for Nike, Coca-Cola, and other global brands. Closely comparable to Curious in combining cultural insights with brand storytelling for multinational clients.
• AlmapBBDO: Major São Paulo-based creative agency with a long history of award-winning brand work for global clients (Volkswagen, Pepsi, Getty Images). Directly comparable as a full-service creative shop targeting the same enterprise client pool in Brazil.
• Africa: One of Brazil's largest independent creative agencies, known for bold brand activations and cultural campaigns. Highly comparable to Curious in service offering (creative, brand activation, live experiences) and enterprise client base in São Paulo.
• GUT São Paulo: Independent creative agency network with a São Paulo presence, known for bold, culturally-led campaigns for major brands. Directly comparable in size, location, and creative-activation service mix.

Broad incumbents

• Leo Burnett Brasil: Brazilian office of the global Leo Burnett network, offering integrated creative, media, and brand activation services to enterprise clients. Comparable in service mix but operates at much larger scale as part of a global network.
• BETC São Paulo: Global creative agency known for brand activations and cultural campaigns (Havas Creative network). Comparable in creative and experiential capabilities but operates as part of a larger holding company.
• Ogilvy Brasil: Brazilian arm of the Ogilvy global network offering advertising, PR, and brand activation. Comparable in serving the same global enterprise clients in Brazil but at substantially greater scale and breadth.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat2 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/curious-ag
• Instagraminstagram.com/curious.ag

Revenue estimate

Valuation estimate

Number of profiles

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 Curious