Whether in communication, marketing, or the financial market, there are companies that only came to life thanks to partnerships among friends who shared dreams, challenges, and achievements. On this International Day of Friendship, celebrated on February 14, learn about business stories that originated from friendships and grew based on mutual trust and the desire to prosper together.
This is the case of NoAr, a communication agency specialized in accelerating brands; of Wigoo, a digital marketing agency with a martech concept; of ConCrédito, a reference in the consigned credit sector; and of HUSTLERS.BR, a marketing agency specializing in live marketing and digital strategy.
“One-on-one connection and innovation in deliveries”
In 2011, newly arrived in São Paulo, the journalist Mariana Hinkel from Santa Catarina and the public relations professional Marina Mosol from São Paulo founded their own PR agency. The desire to venture into entrepreneurship came from the synergy and friendship they had at work, but since they didn’t grow up in São Paulo, the challenge was to create a solid networking system.
“It seemed crazy to start a communication agency with limited resources in a new city, as challenging as São Paulo, but we knew it was time to take the risk,” says Mariana.
They invested in a virtual phone service while working from home. “If the customer called, they were assisted by our ‘receptionist’ even in English, Marina recalls. Meanwhile, the partners participated in events and business meetings. ‘We were building our network one business card at a time. It took a lot of time to create connections, but it was what drove us,’ Mariana reveals.
In the early years, the agency promoted curious and unusual projects, such as the launch of Michael Jackson’s father’s book in Brazil and a company that ‘made dreams come true,’ like that of a doctor who spent a week in Europe living like James Bond. As the network of contacts expanded, the agency began serving clients in e-commerce, digital businesses, and tech.
With 14 years in the market, today NoAr is a reference in the innovation ecosystem and has already won significant clients in various sectors like Sony, Vtex, Boston Scientific, among others. For 2025, the company launched an exclusive report, AIres, which uses Artificial Intelligence to map over 50 metrics and provides a unique visualization of the reach of PR actions.
‘It was an instant match’
Built by the partners and co-founders Dib Sekkar and Gustavo Santana, the story of Wigoo, a marketing agency for major brands, started with a childhood friendship that turned into a business partnership.
The entrepreneurial journey began in 2016 when Wigoo established itself as a technology and data company, offering a data and lead capture software for retailers.
Even with experience in the operations sector, Gustavo initially contributed by offering valuable tips – he had been instrumental in the digital consolidation of Sem Parar. However, after two years in the company, Dib realized that following Gustavo’s advice was not enough and turned the friendship into a partnership.
“Besides having met in childhood, we had an instant match of ideas and common goals in adulthood. The company grew gradually and with a lot of hard work, without external investment, sustaining itself solely with its own revenue. Our professional paths also crossed and connected with similar goals and dreams,” says Gustavo.
Today, Wigoo positions itself with the martech concept, combining marketing and technology through multichannel strategies, providing 360° services, analyzing each client’s needs, and focusing on being the ideal strategic business partner.
“Our purpose and what makes us grow rapidly is having 100% focus on customers. We continue to do this with the same enthusiasm we had when we started, always seeking new ways to improve deliveries and achieve goals,” comments Dib.
“Growing together to thrive”
A friendship can be the starting point for great achievements. In William’s case, founder of ConCrédito, the path of entrepreneurship has always been connected to the people around him. Coming from a challenging background, he began his career as a car washer, newspaper delivery person, and call center attendant. With dedication and future vision, he grew in the credit area, becoming a partner in a company before even founding his own business.
In 2016, ConCrédito was born in his room, with makeshift furniture, but a well-defined purpose: to offer fair and accessible financial solutions. From the beginning, William believed that growth should be collective. He brought friends into the business, trained inexperienced people, and created an environment where everyone could thrive together. “I always believed that true success is the one we share. When we grow together, we evolve faster and with more purpose,” highlights the entrepreneur.
Today, ConCrédito is a reference in the payroll loan market, has already moved more than R$ 1.5 billion in contracts, and serves 100,000 clients monthly. But beyond the numbers, the company stands out for its commitment to the development of people, encouraging studies, growth mindset, and building a team that strengthens every day.
“Transforming through diversity”
The relationship between executives Haynabian Amarante, known as Bibi, and Ramon Prado began in the live marketing market. “I was the head of production for a company and interviewed Ramon for the account management position. I never imagined we would be partners,” recounts Bibi.
From recruitment and daily conversations in the work environment, Ramon and Bibi discovered a strong connection between their personal values and the teachings transmitted by their families. This affinity awakened in them the desire to undertake in line with these principles, incorporating them both in the business culture and in the work environment.
“Since 2016, the project of HUSTLERS.BR aimed to balance my skills with the event circuit. When I started working with Bibi in 2019, we realized it was time to transform the market with an agency specialized in Live Marketing, Digital Strategy, and focused on diversity in teams and projects. In 2020, we officially founded HUSTLERS.BR in the corporate setting and completely revamped its activities and purposes,” declares Ramon.
Currently, the entrepreneurs are expanding projects with big brands, having worked for four years with corporate events and large companies like Google and Warner Bros. HUSTLERS.BR has a projected increase of over 30% for the year 2025.
