November, 2025.- In this Roastbrief interview, Celio Ashcar Jr., Partner at AKM, reveals how the agency is reshaping its creative and strategic DNA as it approaches its 30th anniversary. Under the guiding philosophy of “On, Off and Beyond,” AKM envisions a world where brands and people connect through seamless experiences that transcend media boundaries. What began as an experiential and events agency has evolved into a fully integrated communications hub — one that blends creativity, data, and purpose to engage audiences everywhere.
Ashcar emphasizes that today’s brands must go beyond creativity alone: efficiency, authenticity, and cultural insight are now the pillars of influence. By strengthening its Influence and Content division, led by Lara Nascimento, AKM aims to build deeper partnerships between brands and creators — relationships rooted in shared values rather than fleeting trends.
With more than 500 brand collaborations, including Coca-Cola, Suvinil, and Tirolez, AKM continues to prove that experience-driven marketing can drive real transformation. For Ashcar, the future belongs to agencies that unify formats, messages, and purposes, creating human connections that truly matter. “Purpose must live in the brand’s DNA,” he concludes, “not as a campaign statement, but as a commitment to change.”
1. AKM is embracing a new integrated philosophy — “On, Off and Beyond.” How would you define this concept, and what does it mean for the future of brand communication in Latin America?
In 2026, we will complete 30 years of AKM. We were born with the objective of creating unique and memorable experiences between brands and people through events, activations, and promotions.
Over the years, communication evolved into new media and formats, which made us expand our experiences to On, Off, and Beyond. Currently, we have to create and execute experiences across all channels so that we can reach the largest number of people in the right and unique way. We have to challenge labels and expand our creativity beyond what has already been done.
2. With Lara Nascimento leading the Influence and Content area, how does this strengthen AKM’s ability to build authentic bridges between brands, creators, and consumers?
Creators have always been an integral part of our projects. However, the current landscape demands that experiences must be efficient, not merely creative.
We are in the business of crafting memorable experiences, which must translate into tangible impact and high engagement. This imperative drove our decision to significantly invest in the Influence and Content area, allowing us to build deeper and more immediate relationships with creators.
3. The agency’s approach blends trade marketing, digital storytelling, and creator-led content. What inspired AKM to merge these traditionally separate worlds into one cohesive strategy?
Our ‘On, Off and Beyond’ concept fundamentally illustrates the crucial importance of unifying formats, channels, and messages. Today, communication is increasingly plural, and our mission is to reach more people both creatively and effectively. Brands challenge us daily to deliver multichannel strategies that speak to all audiences. The reality is that there is no longer ‘On’ without ‘Off,’ and no ‘Off’ without ‘On.’ We are all inherently connected, and our strategy simply reflects that seamless connectivity
4. Influence at AKM is described as starting with purpose, not a post. How do you help brands identify and communicate that purpose in ways that feel both real and culturally relevant?
At AKM, the ‘Beyond’ element plays a fundamental role in our culture and purpose. We firmly believe that communication is tasked with uniting brands with people and with social causes. We must continually ensure this powerful triad—brands, people, and causes—remains strong and cohesive. Crucially, Influence helps to endorse and ensure that all these initiatives are genuine and deeply integrated into the brands’ DNA. The purpose must be authentic and driven by a clear objective for transformation.”
5. The creator economy continues to evolve rapidly. From your perspective, what role will agencies like AKM play in shaping the next phase of collaboration between brands and creators?
The market is evolving fast, and agencies must evolve at the same speed. We must constantly be scouting and developing new creators who can transfer creative intelligence to brands. Furthermore, agencies will play a crucial role in helping creators become genuine business ambassadors for the brand, ultimately driving effective results.
6. AKM has delivered impactful campaigns for major brands like Coca-Cola, Suvinil, and Tirolez. What have been the key learnings from these projects, and how are they informing the agency’s next creative chapter?
Over the course of our 30-year history, we have partnered with over 500 brands. Our constant goal is to be a strategic, creative, and effective partner, acting as a true extension of the client team. We know that true transformation is only possible through deep immersion. We need to be genuinely embedded within the client’s operation, understanding their business across all channels and processes. It is this learning that will guide our next creative chapter as we remain committed to fostering long-term, solid, and sustainable partnerships.
