Group W brings together executives from major brands and launches Wigoo AI at Warm Up

The Group W, formed by agencies Wigoo and Wicomm, gathered last Tuesday, September 16, about 200 participants among customers and partners in Warm Up 2025 Black Friday, held at the rooftop The View in Sao Paulo. The meeting was attended by representatives of 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, a unique solution that uses artificial intelligence, connecting data from different media, e-commerce, analytics and ERP platforms, allowing natural language interactions to generate complex analysis and understanding of information needed in decision making of executives.

’ Wigoo AI allows a team to perform in an hour a detailed analysis that previously would take 5 days and would require the search for data in different locations with high risk of losing some detail” dib Sekkar, co-CEO & founder of Wigoo and co-founder of Wicomm, said.

Among the highlights of the presentations of the event, Fernando Ranieri (Google) stressed that the time has come to put Black Friday not only as a sales engine, but also as a brand building opportunity. Welisson Assumption (Meta) pointed out that consumers already use AI within the platform to decide purchases and highlighted the importance of multichannel, using WhatsApp in conversion journeys. Thaiane Cortez (G.A.MA Italy) highlighted the importance of content in approaching the user. Paula Goncalves (TikTok) reinforced the role of the platform as entertainment, in which the sale happens as a consequence of the experience. Fabiana Garcia's (Insider) highlighted the power of investing in the automation of tools like WhatsApp, highlighting the wealth of data available. Taynara Costa's (Free Market) reinforced that the sales strategy needs to go beyond the price and be complete, reducing frictions at the time of sale.

During the closing cocktail, participants were able to interact, exchanging experiences among the main executives of the market, leaders of companies that move Brazil.

In its first edition, Warm Up has already proved itself as an interactive meeting, with panels uniting different segments, experts and exchanges between participants, transforming knowledge into real actions and results”, says Wicomm CEO Felipe Coelho.

"Having so many relevant brands gathered in 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.