São Paulo, July 2026 – Leo has announced the appointment of Ana Luiza Santos as its new Chief Strategy Officer (CSO). Beginning in July, she will lead the agency’s Strategy, Planning, and Content teams, reinforcing strategy as a core discipline within Leo’s operating model, which integrates creativity, human intelligence, and technology to drive business growth for its clients.
With more than 20 years of industry experience, Ana Luiza—known as Analu—will report directly to co-presidents Fábio Brito and Rafaela Queiroz. Her appointment underscores the importance of a discipline that has long been central to the agency’s identity.
“Strategy has always been part of Leo’s DNA. It connects human understanding, creativity, and business results. Ana’s arrival marks a new chapter in that story, strengthening a discipline that has always been one of the agency’s pillars while expanding our ability to address clients’ challenges in an ever-evolving market,” said Fábio Brito, Leo’s co-president.
For Rafaela Queiroz, the move further reinforces the agency’s collaborative operating model.
“At Leo, we believe the best solutions emerge from the integration of different perspectives. Ana’s arrival strengthens this approach and expands our ability to turn strategic intelligence into effective creativity, always aligned with our clients’ business objectives,” she said.
The executive’s return also marks a reunion with an agency that played a key role in shaping her career. Between 2010 and 2017, Analu was part of Leo, where she led projects for clients including Samsung and Jeep, contributing to initiatives that helped strengthen both brands in the Brazilian market.
Since then, she has held leadership positions at MullenLowe Brasil, Initiative, and most recently Lola\TBWA, developing strategies for companies including Unilever, Bayer, Geely, Amazon, XP, Kellogg’s, Philip Morris, Emirates, Kimberly-Clark, and Ipiranga.
At Leo, she will oversee integrated strategy across the agency’s client portfolio, working with brands such as Fiat, Enel, Ram, Nespresso, Minerva Foods, Jeep, Mondelez, and Abbott. She will lead the development of brand positioning, brand platforms, and communication solutions in partnership with the Creative, Media, Operations, and Business teams.
“Leo is an agency that helped shape the strategist I am today. Taking on this role is an opportunity to contribute to a culture that has always believed in the power of strategy as the starting point for creativity and the development of meaningful brands,” said Ana Luiza Santos.
The appointment reinforces a belief that has guided Leo throughout its history: great ideas begin with listening. At a time defined by the rapid evolution of artificial intelligence and constant shifts in consumer behavior, the agency continues to strengthen a strategic approach that connects human understanding, creativity, and technology to transform insights into meaningful solutions and deliver real business impact for its clients.
