Whether in communication, marketing, or the financial market, there are companies that only came to life thanks to partnerships between friends who shared dreams, challenges, and achievements. On International Friendship Day, celebrated on February 14th, discover stories of businesses that were born from friendships and grew based on mutual trust and the desire to prosper together.
This is the case of NoAr, a communications agency specializing in accelerating brands; Wigoo, a digital marketing agency with a martech concept; ConCrédito, a reference in the payroll loan sector; andHUSTLERS.BR, live marketing and digital strategy agency.
“One-to-one connection and innovation in deliveries”
In 2011, newly arrived in São Paulo, the Santa Catarina journalist Mariana Hinkel and the São Paulo public relations professional Marina Mosol founded their own PR agency. The desire to start a business arose from the harmony and friendship they had at work, but since they didn't grow up in São Paulo, the challenge was to create a solid networking network.
“It seemed crazy to create a communications agency with few resources in a new city, as challenging as São Paulo, but we knew it was time to take a risk,” says Mariana.
They invested in a virtual telephone service while working from home. "If the client called, they would be attended to by our 'receptionist' even in English, remembers Marina." Meanwhile, the partners attended events and business meetings. "We built our network one business card at a time. It took a lot of time to create connections, but it was what drove us," reveals Mariana.
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 "fulfilled dreams," like that of a doctor who spent a week in Europe living like James Bond. With the expanding network of contacts, the agency began serving clients in e-commerce, digital businesses, and tech companies.
With 14 years in the market, today NoAr is a reference in the innovation ecosystem and has already secured prominent clients in various sectors such as Sony, Vtex, Boston Scientific, among others. By 2025, the company released an exclusive report, AIres, which uses Artificial Intelligence to map over 50 metrics and provides an unprecedented visualization of the reach of PR actions.
“It was an instant match”
Built by partners and co-founders Dib Sekkar and Gustavo Santana, the story of Wigoo, a marketing agency for major brands, began with a childhood friendship that became a business partnership.
The entrepreneurial journey began in 2016, when Wigoo established itself as a technology and data company, offering 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. But, after two years with the company, Dib realized that following Gustavo's advice was not enough and turned their friendship into a partnership.
“In addition to having met as children, we had an instant match of common ideas and goals in adulthood. The company grew slowly and with a lot of hard work, without the help of external investment and sustaining itself with its own revenue. Our professional paths also crossed and connected with similar goals and dreams,” says Gustavo.
Today, Wigoo positions itself with the concept of martech, uniting marketing and technology through multichannel, working with 360º services, analyzing the needs of each client and focusing on being the ideal strategic business partner.
“Our purpose and what makes us grow so quickly is to have 100% focus on our customers. We continue to do this with the same enthusiasm we had when we started, always looking for new ways to improve deliveries and achieve goals,” says Dib.
“Growing together to prosper”
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 path of challenges, he started his career as a car washer, newspaper delivery person, and call center attendant. With dedication and a forward-looking vision, he grew in the credit sector, becoming a partner in a company even before founding his own business.
In 2016, ConCrédito was born in your room, with improvised furniture, but a well-defined purpose: to offer fair and affordable 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 have always believed that true success is the one we share. When we grow together, we evolve faster and with more purpose," highlights the businessman.
Today, ConCrédito is a reference in the payroll loan market, having processed over R$ 1.5 billion in contracts and serving 100,000 clients monthly. But, beyond the numbers, the company stands out for its commitment to people's development, encouraging studies, a growth mindset, and building a team that strengthens every day.
“Transforming through plurality”
The relationship between executives Haynabian Amarante, known as Bibi, and Ramon Prado began in the live marketing market. "I was the head of production at a company and interviewed Ramon for the customer service position. I never imagined we would become partners," says Bibi.
From recruitment and daily conversations in the work environment, Ramon and Bibi discovered a strong connection between their personal values and the teachings passed down by their families. This affinity awakened in them the desire to undertake in a way aligned with these principles, incorporating them into both the company's culture and the work environment.
“Since 2016, the project ofHUSTLERS.BRI was trying 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 founded theHUSTLERS.BRofficially in the corporate configuration and 100% reorganized in its operations and purposes”, declares Ramon.
Currently, entrepreneurs are expanding projects with major brands, working for four years with corporate events and large companies such as Google and Warner Bros. A HUSTLERS.BRhas a projected increase of more than 30% by the year 2025.
