WPP has won a consolidated pitch for Brazilian beauty and personal care brand Natura, securing a remit that covers media, creative and production services across Latin America. The new structure also includes Avon in Latin America, after Natura sold the rest of the company last year.

The appointment followed a six-month review, although the incumbent agencies were not disclosed. According to agency research firm COMvergence, Natura’s annual net media spending in the region is estimated at about US$55 million.

WPP said the account will be led by VML and WPP Media, with support from other WPP agencies working through the company’s WPP Open marketing platform. The business will be managed from WPP’s São Paulo campus, with the transition expected to take place in the current quarter.

The company said the consolidated model is designed to create a more integrated marketing structure across Latin America. It is intended to streamline media, creative and production operations while improving efficiency, consistency and brand performance through data, technology and AI-driven marketing capabilities.

Tatiana Ponce, CMO and Head of Innovation at Natura and Avon, said the move marks an important step in the company’s efforts to simplify and integrate its regional operations. “The consolidation of our operations with WPP marks a decisive step in our journey of simplification and integration in the region,” she said. “We understand that integrated communication is one of the main drivers to strengthen the value of our brands and generate sustainable business results.”

Stefano Zunino, CEO of WPP Brazil, said the partnership reflects WPP’s wider strategy of building a more connected operating model. “We are uniting the creative and strategic forces of our agencies under a single structure, with technology and data serving ideas that drive business results,” he said. He added that WPP’s scale would help deliver the speed and precision needed in today’s beauty market.

Rafael Pitanguy, Deputy Global Chief Creative Officer at VML, said the Natura and Avon business offers a strong creative platform because of the brands’ cultural relevance and purpose-driven positioning. “Natura and Avon are two of Latin America’s most culturally rich brands, built on real human relationships, rooted in communities and driven by purpose,” he said.

“With this new structure, we are bringing together some of the best creative minds from our agencies into a single team with a common obsession: to transform the intimacy and authenticity of these brands into ideas that resonate throughout the region.”