Whether in communication, marketing or financial markets, there are companies that have only gone out of the role thanks to the partnership between friends who shared dreams, challenges and achievements. On this International Day of Friendship, celebrated on February 14, learn about business stories that were born of bonds of friendship and grew based on mutual trust and the desire to thrive together.
This is the case of NoAr, a communication agency specialized in accelerating brands; wigoo, a digital marketing agency with a martech concept; conCredit, a reference in the payroll loan sector; and HUSTLERS.BR, live marketing agency and digital strategy.
“Connection one by one and innovation in” deliveries
In 2011, newcomers to Sao Paulo, the Santa Catarina journalist Mariana Hinkel and public relations Paulista Marina Mosol founded their own PR agency. The desire to undertake arose from the harmony and friendship they had at work, but, because they did not grow up in Sao Paulo, the challenge was to create a solid network of networking.
“It seemed crazy to create a communication agency with few resources in a new city, as challenging as Sao Paulo, but we knew it was time to risk”, says Mariana.
They invested in a virtual telephone service while working at home. “If the customer called, was attended by our “receptionist” in English, recalls Marina. Meanwhile, the partners participated in events and business meetings. “We were setting up our network one business card at a time. Investments a long time to create connections, but that was what drove us to”, reveals Mariana.
In the early years, the agency released curious and unusual projects, such as the launch of Michael Jackson's father's book in Brazil and a company that “realized” dreams, such as a doctor who spent a week in Europe living as James Bond. With the network expanding, the agency began to serve e-commerce, digital business and tech clients.
With 14 years in the market, NoAr is now a reference in the innovation ecosystem and has already won significant customers in several segments such as Sony, Vtex, Boston Scientific, among others.For 2025, the company launched an exclusive report, Aires, which uses Artificial Intelligence to map more than 50 metrics and delivers an unprecedented visualization of the reach of PR actions.
“It was an instant match”
Built by four-way partners and co-founders Dib Sekkar and Gustavo Santana, the story of Wigoo, a marketing agency for big 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 to retailers.
Even with experience in the operations sector, Gustavo initially contributed offering valuable tips & & & ^ he had been instrumental in the digital consolidation of Sem Parar. But with two years of company, Dib realized that following Gustavo's advice was not enough and turned friendship into society.
“In addition to having met in childhood, we had an instant match of ideas and goals in common in adulthood. The company was growing slowly and with a lot of hard work, without help from external investment and supporting itself with its own revenue. Our professional trajectories 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, acting with 360-degree services, analyzing the need of each client and focusing on being the ideal strategic business partner.
“Our purpose and what makes us grow faster is to have 100% of focus on 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, comments Dib.
“Grow together to thrive”
A friendship can be the starting point for great achievements.In the case of William, founder of ConCredit, the path of entrepreneurship has always been linked to the people around him. Coming from a trajectory of challenges, he began his career as a car washer, newspaper deliveryman and call center attendant.With dedication and vision of the future, he grew in the area of credit, becoming a partner of a company before even founding his own business.
In 2016, ConCredit was born in his 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 to the business, trained people without experience and created an environment where everyone could thrive together. “I always believed that real success is the one we share. When we grow together, we evolve faster and with more purpose”, highlights the entrepreneur.
Today, ConCredit is a reference in the payroll loan market, has already handled more than R$ 1.5 billion in contracts and serves 100 thousand customers monthly. But, in addition to 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.
“Transform through the plurality”
The relationship between executives Haynabian Amarante, known as Bibi, and Ramon Prado began in the live marketing market.“I was head of production of a company and interviewed Ramon for the service position.I never imagined that we would be partners”, reports Bibi.
From the recruitment and daily conversations in the workplace, Ramon and Bibi discovered a strong connection between their personal values and the teachings transmitted by their families. This affinity aroused in them the desire to undertake in an aligned way to these principles, incorporating them both in the culture of the business and in the workplace.
“Since 2016, the project of HUSTLERS.BR i aimed to balance my skills with the event circuit. When I started working with Bibi in 2019, we realized that it was time to transform the market with an agency specialized in Live Marketing, Digital Strategy and focused on plurality in teams and projects. In 2020, we founded the HUSTLERS.BR officially in the corporate configuration and reorganized 100% in its performance and purposes”, declares Ramon.
Currently, entrepreneurs are expanding projects with major brands, for four years working with corporate events and with large companies such as Google and Warner Bros. A HUSTLERS.BR it has an increase projection of more than 30% for the year 2025.
