THE Group W, formed by agencies WigTHE THE and wicomm, brought together last Tuesday, September 16th, around 200 participants including customers and partners at Warm Up – Black Friday 2025, held at The View rooftop, in São Paulo. The meeting was attended by representatives from more than 90 major brands and players such as Google, Meta, TikTok, Mercado Livre and Shopee, among others.
During the event, Wigoo AI was launched, an exclusive solution that uses artificial intelligence, connecting data from different media, e-commerce, analytics and ERP platforms, allowing interactions in natural language to generate complex analyzes and understanding information necessary for executive decision-making.
‘’Wigoo AI allows a team to carry out a detailed analysis in one hour that would previously have taken 5 days and would require searching for data in different locations with a high risk of missing any details”, says Dib Sekkar, co-CEO & founder of Wigoo and co-founder of Wicomm.
Among the highlights of the event's presentations, F and rnando Rani and ri (Google) highlighted that the time has come to use Black Friday not only as a sales engine, but also as an opportunity to build a brand. Wesley Assunção (Meta) pointed out that consumers already use AI within the platform to make purchasing decisions and highlighted the importance of multichannel, using WhatsApp in conversion journeys. Thaian and Cort and z (G.A.MA Italy) highlighted the importance of content in approaching the user. Paula Gonçalves (TikTok) reinforced the role of the platform as entertainment, in which sales happen as a consequence of the experience. Fabiana Garcia (Insider) highlighted the power of investing in the automation of tools like WhatsApp, highlighting the wealth of data available. Taynara CTHE sta (Mercado Livre) reinforced that the sales strategy needs to go beyond price and be complete, reducing friction at the time of sale.
During the closing cocktail, participants were able to interact, exchanging experiences among the market's main executives, leaders of companies that move Brazil forward.
“In its first edition, Warm Up has already proven itself as an interactive meeting, with panels bringing together different segments, experts and exchanges between participants, transforming knowledge into actions and real results”, says the CEO of Wicomm, Felipe Coelho.
“Having so many relevant brands gathered at Warm Up shows the power of this movement that believes in transforming data, technology and consumer experience into a competitive advantage. We left there with the certainty that the future and the present belong to brands that look at Black Friday with a lasting growth strategy, not just as a sales peak with simple discount practices.”, says Dib Sekkar, co-CEO & founder of Wigoo and co-founder of Wicomm.
