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ES Agaxtur has just announced the acquisition of 51% from u.ma Diversidade Criativa, a company specialized in Live Marketing. The announcement of the purchase of the majority of the agency, led by CEO Claudia Lorenz, was made this Monday (10) by Agaxtur Mice's CEO, Aldo Leone Filho.
With this, Grupo Águia Branca, one of the largest business conglomerates in Brazil, which holds 70% of Agaxtur, strengthens its operations in the live marketing and MICE (Meetings, Incentives, Conferences, and Events) sector. The operation, carried out through Agaxtur MICE, incorporates one of the main players in the sector into the group.
“The synergy between Agaxtur and um.a Creative Diversity allows companies to optimize their investments in events, campaigns and incentives, maximizing return and efficiency. We are combining creative innovation with operational excellence, ensuring that each event, campaign and incentive trip delivers real results for the business.”
Aldo Leone Filho, CEO of Agaxtur Mice
“With this union, we are projecting growth of 20% this year. This number reflects the opportunities generated by both companies. We are combining the best of live marketing with the most efficient event logistics, ensuring more strategic campaigns, high-impact events and optimized operational support,” added Jarbas Correa Jr., executive director of Agaxtur Mice.
Jarbas Correa Jr., CEO of Agaxtur Mice
The impact on trade and travel agencies
According to Aldo Leone Filho, in an interview with Portal PANROTAS, the acquisition of the agency specializing in organizing events, incentive campaigns and promotions, which unites consumers and experience, creates a great synergy for travel agents who have clients who organize events.
“Not everyone buys trips to hold a convention, for example. That’s why the acquisition of um.a creates a huge synergy and opens doors to more opportunities for travel agents. There is a big trend after the home office to bring employees together, so many incentive events are being held”
Aldo Leone Filho, CEO of Agaxtur Mice
Aldo also points out that the acquisition has a direct impact on Agaxtur’s trade and strength. “It is important to bring more incentive businesses into our company. It is worth remembering that we have been working together for over 20 years and now we will have even more synergy,” he highlighted.
Portfolio expansion and integrated service offering
Each agency will maintain its independent identity and operation, preserving the expertise of its teams, but with an integrated offering that strengthens competitiveness in the consumer goods, technology, financial, industry, retail and corporate tourism sectors, in addition to the Mice market itself.
Companies now offer a complete ecosystem of corporate events, conventions, seminars, fairs, congresses, product launches, social events, corporate communication, campaigns and incentive trips, guaranteeing clients an expanded portfolio and personalized solutions, with greater quality control and efficiency in execution.
“Our clients now have a complete structure, ensuring excellence and safety in their actions to move business forward. The combination of Agaxtur’s logistical agility with air and sea transportation, hotels and services, and um.a Creative Diversity’s creative solutions, boosts business and strengthens the brands’ presence in the market,” emphasizes Claudia Lorenz, partner and CEO of um.a.
