Innovative Leadership Moves at Arc and the Rise of Chief Happiness Officers in Brazil
Arc agency announces leadership promotions while the Chief Happiness Officer role gains traction in Brazil.
- • Rodrigo Crisafulli appointed director of business at Arc.
- • The role of Chief Happiness Officer becomes essential for employee engagement.
- • Companies investing in well-being see innovation and reduced absenteeism.
- • Bibiana Werner emphasizes well-being as a strategic asset for businesses.
Key details
On October 3, 2025, Arc, the experience agency of Publicis Groupe, announced significant leadership promotions that aim to strengthen its strategic direction. Key appointments include Rodrigo Crisafulli as the new director of business, Nicole Ortiz as director of strategy, and Tati Piovezam as executive director of creation. Crisafulli, who previously served as general operations director at Momentum Worldwide, will oversee business development efforts. Meanwhile, Ortiz is set to lead initiatives aimed at new business development, enhancing Arc's project portfolio and presence in industry festivals. Additionally, Leco Rosso and Luciano Caboclo have been promoted to associate directors, contributing to the agency's creative vision.
In tandem with these strategic moves, the role of Chief Happiness Officer (CHO) is gaining recognition as a crucial component in enhancing workplace engagement and productivity. A recent discussion on the "Papo Coop" podcast, featuring Bibiana Werner from Sicredi, highlighted the importance of the CHO in fostering environments where employees feel motivated and connected to their work purpose. Werner emphasized that effective CHOs must possess emotional intelligence and a strategic outlook, stating, "Investing in prevention costs much less than dealing with prolonged absences. Healthy environments lead to more innovation, talent retention, and productivity."
Companies like Google and Zappos exemplify the effectiveness of structured well-being practices facilitated by CHOs, with investments in employee happiness proving vital for retention and innovation. As businesses navigate the complexities of the modern workforce, these developments at Arc and the growing emphasis on well-being underscore a transformative approach to leadership in Brazil's corporate landscape.