Be it in communication, in marketing or in the financial market, there are companies that only came to life thanks to the partnership between friends who shared dreams, challenges and achievements. On this International Friendship Day, celebrated on February 14, discover stories of businesses that were born from bonds of friendship and grew based on mutual trust and the desire to prosper together
This is the case of NoAr, communication agency specializing in accelerating brands; from Wigoo, digital marketing agency with a martech concept; from ConCrédito, reference in the payroll loan sector; and fromHUSTLERS.BR, live marketing agency and digital strategy
“One-to-one connection and innovation in deliveries”
In 2011, new arrivals in São Paulo, the journalist from Santa Catarina Mariana Hinkel and the public relations professional from São Paulo Marina Mosol founded their own PR agency. The desire to start a business arose from the connection and friendship they had at work, but, for not having grown up in São Paulo, the challenge was to create a solid networking network
"It seemed crazy to create a communication agency with few resources in a new city", as challenging as São Paulo, "but we knew it was time to take a risk", tell Mariana
They invested in a virtual phone service while working from home. "If the client called", was attended by our "receptionist" even in English, remember Marina. Meanwhile, the partners participated in events and business meetings. "We were building our network one business card at a time". Investments take a long time to create connections, but it was what drove us, reveals Mariana
In the first years, the agency released curious and unusual projects, how the release 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. With the network of contacts expanding, the agency started serving e-commerce clients, digital businesses and techs
With 14 years in the market, today NoAr is a reference in the innovation ecosystem and has already won significant clients in various segments such as Sony, Vtex, Boston Scientific, among others. For 2025, the company launched an exclusive report, the AIres, that uses Artificial Intelligence to map more than 50 metrics and provides an unprecedented visualization of the reach of PR actions
“It was an instant match”
Built by the four hands of partners and co-founders Dib Sekkar and Gustavo Santana, the story of Wigoo, a marketing agency for big brands, it started 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 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 fundamental in the digital consolidation of Sem Parar. But, with two years at 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 help and sustaining itself solely with its own revenue. "Our professional paths also crossed and connected with similar goals and dreams", tell Gustavo
Today, Wigoo positions itself with the concept of martech, uniting marketing and technology through multichanneling, acting with 360º services, analyzing the needs of each client and focusing on being the ideal strategic business partner
"Our purpose is what makes us grow rapidly", is to have 100% focus on the 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, comment Dib
“Growing together to prosper”
A friendship can be the starting point for great achievements. In the case of William, founder of ConCrédito, the path of entrepreneurship has always been connected to the people around you. Coming from a trajectory of challenges, he started his career as a car washer, newspaper delivery person and call center attendant. With dedication and a vision for the future, grew in the credit area, becoming a partner in a company even before starting your own business
In 2016, ConCrédito was born in your room, with improvised furniture, but a well-defined purpose: to offer fair and accessible financial solutions. From the beginning, William believed that growth should be collective. I brought friends for the business, trained people without experience and created an environment where everyone could thrive together. "I have always believed that true success is the one we share". When we grow up together, "we evolved 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 thousand clients monthly. But, beyond the numbers, the company stands out for its commitment to the development of people, incentivizing studies, growth mindset and building a team that strengthens every day
“Transforming through plurality”
The relationship between the executives Haynabian Amarante, known as Bibi, and Ramon Prado started in the live marketing market. "I was the head of production at a company and I interviewed Ramon for the customer service position". "I never imagined we would be partners", relates Bibi
Starting from recruitment and daily conversations in the workplace, 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 both into the business culture and the work environment
Since 2016, the project of theHUSTLERS.BRaimed 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 focused on diversity in teams and projects. In 2020, we founded theHUSTLERS.BRofficially in the corporate structure and reorganized 100% in its operations and purposes, declares Ramon
Currently, business owners are expanding projects with major brands, for four years working with corporate events and large companies, like Google and Warner Bros. A HUSTLERS.BRthere is a projected increase of more than 30% for the year 2025
