“Suddenly, the importance of understanding the agency brand, and how it’s different than the hundreds of other agencies out there, became much more critically important,” Munayyer Gonzalez said.
The agency does large brand campaigns for its clients, including creative for the Las Vegas Sphere. Its work for automotive brand Mini—an account it won in 2017—appeared there.
Behind the Manscaped win
For Manscaped CMO Marcelo Kertesz, Pereira O’Dell felt like the right creative match. As a creative, Kertesz has worked on political campaigns in various countries, moving to the U.S. from Brazil about a decade ago. Now at Manscaped, he runs creative, product design and even packaging.
“The fact that we inaugurated a category was a very good foundation to begin [with], because it showed our true commitment to men,” Kertesz said.
“As a DTC-first company, there are moments where we need bigger pivots, bigger changes. That’s what we are inaugurating with this campaign right now,” he said of the brand’s newest work, “The Boys.” The campaign leans into what the CMO calls “unpretentious and entertaining humor.” The CMO is focused on attention to detail, making sure that humor and voice are reflected even in the product’s packaging.
When Kertesz joined the brand, he also assumed leadership of its in-house creative team. “Under the same leadership we had product design, packaging, digital content, advertising—so we had a very collaborative and cohesive brand,” he said.
Eventually he craved an outside perspective, hoping to rebalance Manscaped’s marketing mix and place more emphasis on branding. POD resonated with the CMO, who realized the two brands were on a similar growth trajectory.
“When they brought that idea to us… the campaign that we just launched, ‘The Boys,’ it was sold in one frame,” he said. “My comment was, in my four years at Manscaped, this is the funniest frame I’ve ever seen because it was one that spoke volumes.” Before it found POD, Kertesz outsourced occasional projects to agencies, but now has a consistent partner in POD.
