The W Group, formed by the agencies Wigoo and Wicomm, brought together approximately 200 participants, including clients and partners, last Tuesday, September 16th, at the Warm Up – Black Friday 2025 event, held on the rooftop of The View in São Paulo. The gathering was attended by representatives from over 90 major brands and players such as Google, Meta, TikTok, Mercado Livre, and Shopee, among others.
During the event, Wigoo IA was launched, an exclusive solution that uses artificial intelligence, connecting data from different media, e-commerce, analytics, and ERP platforms, enabling natural language interactions to generate complex analyses and understanding of information necessary for executive decision-making.
"Wigoo AI allows a team to perform in one hour a detailed analysis that previously took 5 days and required searching for data in different locations with a high risk of missing some detail," says Dib Sekkar, co-CEO & founder of Wigoo and co-founder of Wicomm.
Among the highlights of the event's presentations, Fernando Ranieri (Google) emphasized that the time has come to position Black Friday not only as a sales driver but also as an opportunity for brand building. Welisson Assunção (Meta) pointed out that consumers already use AI within the platform to make purchasing decisions and highlighted the importance of multichannel strategies, using WhatsApp in conversion journeys. Thaiane Cortez (GAMA Italy) highlighted the importance of content in engaging with users. Paula Gonçalves (TikTok) reinforced the platform's role as entertainment, where sales occur as a consequence of the experience. Fabiana Garcia (Insider) emphasized the power of investing in the automation of tools like WhatsApp, highlighting the wealth of available data. Taynara Costa (Mercado Livre) reinforced that the sales strategy needs to go beyond price and be comprehensive, reducing friction at the point of sale.
During the closing cocktail reception, participants were able to interact and exchange experiences with leading executives in the market, leaders of companies that are driving Brazil's growth.
“In its first edition, Warm Up has already proven itself as an interactive event, with panels bringing together 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 at Warm Up shows the power of this movement that believes in transforming data, technology, and consumer experience into a competitive advantage. We left there certain that the future and the present belong to the brands that look at Black Friday with a strategy for lasting growth, not just as a sales peak with simple discount practices,” says Dib Sekkar, co-CEO & founder of Wigoo and co-founder of Wicomm.
