From São Paulo to the world with Rafael Azzi
It’s very likely that you have already heard the name Rafael Azzi in a conversation with friends or even in a work meeting. And it’s no wonder: the popularity of the 39-year-old from São Paulo stems from his incredible work and years of career during which he worked at renowned companies.
A true globetrotter, Azzi opened his own agency in 2016. Currently, AZZI+CO has offices in São Paulo and New York, and is responsible for several campaigns we see on our feeds. We spoke with the globetrotter to learn more details about his successful journey. Check it out.
LIFESTYLE MAG: How was AZZI+CO born?
Rafael Azzi: I was the International Marketing Director at Tory Burch, working with over 27 countries. It was a wonderful experience for almost three years, I loved it—until a new president came in at the company and laid off 30% of the team—and I was among them. Brands had already been asking me for consulting but I didn’t have time; from the moment I decided to give the business a chance, it went all in!
LM: What was your path to establishing AZZI+CO?
RA: I started small. “One big small agency,” one desk! The journey began way back in the early 2000s. My greatest asset is my relationships, and that’s something you build over a lifetime—reputation isn’t built overnight, it takes years to develop, and that’s what I value most. So the path continues to be just that: building and cultivating lasting relationships where we can exchange mutual benefits and help each other.
LM: What is AZZI+CO’s key differentiator today?
RA: We are not a traditional PR agency. First, because we were founded in 2016—right in the middle of social media’s rise; second, and more importantly, because our business development area is very strong. In other words, we build the relationships that matter for the client—not just with influencers and the press, which are crucial for a brand’s success—many times we are directly involved in the business of our clients.
LM: What is the best part and the most challenging part of your job?
RA: It’s about being present for the different situations a day can bring. With teams in NY, Miami, São Paulo, and Mexico we need to be fast and act with intelligence and strategy in the most diverse scenarios. Sometimes I start the day with a call with the São Paulo office talking about a hotel opening, then I’m talking with someone in Miami about Swim Week in July—which is a very important beachwear event where several clients participate—while someone on the team is closing a new client in Paris, there’s an editor waiting for us at the NY office, and the people in Los Angeles are waking up… phew! That’s the part I like most. The hustle!
LM: How did your interest in working with luxury brands come about?
RA: I have always worked in that market. Since the beginning of my career, in 2004, when I was an assistant at a new business agency for the luxury market in São Paulo—I developed a taste for it and things naturally evolved, always with a lot of hard work!
LM: What’s your view on the luxury market in a few years? How do you see this market?
RA: The luxury market has been changing a lot, like everything else. Traditional luxury as we know it is increasing every year; I’m amazed by the numbers. It’s an incredibly powerful market that won’t stop growing—it’s desire, and that’s what we’re after. Brands are increasingly investing more in collabs, experiences—I don’t know what the ‘end’ of this will be; maybe in a few years we’ll go back to the ‘basic’? But then there are NFTs with luxury brands; can we consider that luxury? I don’t know!
LM: Besides your work at AZZI+CO, you also write a lot. What is your main motivation when you write?
RA: I would love to have more time to write more. I love writing about the things I see. I’m very observant, and that’s why I take great pleasure in writing and recording everything I see out there. There is so much stimulus all the time and Instagram alone is not enough!
LM: Is there any book that had a great impact on your life? Which one?
RA: My mother graduated in library science from USP, a faculty that unfortunately no longer exists. I grew up surrounded by books and I wanted to make reading a habit, but I’ll get back to it soon. A book my mother gave me in 1992 that I always re-read is The Little Prince, so that we never forget the child that exists within us.
LM: When you’re not working, what’s your main hobby?
RA: It’s hard not to be working, lol. I love eating out and roaming around on foot, anywhere in the world. It gives me a huge boost to see the step count on the iPhone. When it’s over 14,000 steps it means the day went the way I like!
LM: When in NY, what’s your favorite restaurant?
RA: Sant Ambroeus.
LM: What do you do for fun in São Paulo?
RA: I meet up with my childhood friends and we do nothing.
LM: Finally, what catches your attention when choosing a restaurant?
RA: Service and atmosphere. The food is in third place.
