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Having suffered for years from the loss of customers and the relevance of the market, the mark DM9 considered as a school in Brazilian advertising, cease to exist. According to a source close to the agency, the company had another blow when it did not have the bank account of Itaú. In addition, DM9 is expected to suffer further degradations in the near future as two of its major customers – McDonald's and Walmart – have prepared their offers for 2019. DM9 was one of the icons of the ABC group, which was purchased by Omnicom giant in 2015.
The problems of DM9 began, said sources heard by state with the departure of Sérgio Valente from DM9DDB, five years ago. Since the executive went to Rede Globo the company has undergone several efforts since then, but the company was bleeding progressively and was getting lost. In January and September 2018, according to a survey by Ibope Intelligence, DM9 was the 15th largest company in the sector, with media purchases estimated at R $ 1.3 billion.
According to the report, DM9DDB was already a smaller organization than Sunset, which was also part of the package purchased by Omnicom when it acquired ABC Group. By the way, Sunset will be called SunsetDDB. The company will inherit customers served by DM9DDB, such as Perdigão (BRF giant brand) and Johnson & Johnson, and will also be part of the company's team.
In a statement, announcer Nizan Guanaes said that he had "a big dream" with DM9. "The role of DM9 in world propaganda is the eternal heritage of Brazil," said the founder of the ABC group. "But times have evolved and SunsetDDB is coming in using the infinite universe of data with the infinite force of creativity." SunsetDDB will be responsible for Guto Cappio, who was already running Sunset.
The process of union of brands in advertising agencies, for cost reductions, is in full swing in Brazil. In recent weeks, JWT and Wunderman have announced a merger. The same path was taken by VML and Young & Rubicam. An industry source, however, pointed out that in the case of DM9DDB and Sunset, the difference is that an iconic mark has been discarded.
Recovery
There have been several attempts to "save" DM9 in recent years. One of them only featured Nizan Guanaes, one of the "golden age" representatives of the agency in the 1990s. The advertiser returned to the company as a consultant, but in practice he was running the company. An industry source said that to attract customers, especially in times of economic downturn, DM9 even served businesses with a grace period of up to a year to begin payments.
The brand was acquired in 1989 by Nizan and Guga Valente and was the first Brazilian company to win the agency title of the year in Cannes Lions – International Festival of Creativity event which has as official representative in the country, while it already existed for 29 years, DM9 was founded in Bahia in the 1970s
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