In the late 1990s, at just 17 years old, he started his entrepreneurial career by founding AG2, which today is part of Publicis Groupe (EPA: PUB), one of the first digital agencies in the country. Over 15 years ago, Martini founded CUBOCC, one of the agencies that led the digital revolution in Brazilian advertising. The company broke barriers between technology, storytelling, and product innovation, creating business-changing solutions, gaining a global reputation, and becoming the most influential Brazilian advertising agency created during the post-internet era. It was also considered by Brazilian marketing executives to be the most creative digital agency in the country (Scopen Research).
In 2010, he partially sold CUBOCC to Interpublic Group (NYSE: IPG), one of the largest communication and marketing services groups in the world. Martini realized it was time to be part of the global dialogue happening in the communication arena. Over time, he became aware that to evolve the established models in advertising, it was necessary to break the business codes of the creative industry. Thus, understanding the exponential impact of technology on the future of business, FLAGCX was born out of CUBOCC's success.
FLAGCX is a network of creative disruption companies based in Brazil, the United States, and Europe. Exploring various fields of the creative industry, FLAGCX's purpose is to "disrupt the way the creative industry works," going beyond siloed definitions and broadening approaches. For some years now, FLAGCX companies have shifted to business advisory roles, future-proofing clients while connecting and preparing them for a world that is increasingly digital, exponential, and data-driven. Its solutions are known for being at the forefront in their fields, working with some of the world's leading brands globally.
In 2017, by mutual agreement with IPG, Roberto Martini decided to become independent again. He and his partners bought out IPG's shares in FLAGCX, making the company 100% independent. This move also made FLAGCX the largest independent creative group in Latin America. Recently, one of the companies founded within FLAGCX was sold to Accenture (NYSE: ACN), marking one of the most significant transactions for the top consultancy company in the world in Latin America, and consolidating FLAGCX as the most successful creative endeavor born in Brazil in its generation.
In addition to orchestrating the international development of the FLAGCX holding company, Martini is also an active speaker, sharing his vision at important events such as SXSW, Cannes Lions, NY Advertising Week, and others. He continues to deepen his studies at institutions such as MIT, Columbia, the Berlin School of Creative Leadership, Singularity University, and Harvard.
His profile can be found in the books From the Inside Out: How a Generation of Activists is Injecting Purpose in Business and Reinventing Capitalism and Creative Entrepreneurship: How a New Generation of Brazilian Entrepreneurs is Revolutionizing the Way of Thinking About Knowledge, Creativity, and Innovation.
