Exceptional Culture
How Lebbe Made Collaboration and Creative Risk the Foundation of an Exceptional Culture
One of Brazil's top communications agencies did not build its culture by accident. It built it by choosing to trust people with creative freedom, diverse perspectives, and a genuine seat at the table.
Company
Lebbe
Contact
Julia Cunha, COO
Industry
Digital Marketing
Location
Belo Horizonte, Brazil
Overview
Where Trust, Creativity, and Respect Are Non-Negotiable
At Lebbe, a full-service marketing agency based in Belo Horizonte and part of the Partners Group, culture is defined by what it enables: collaboration, creative experimentation, and the freedom to try something different, learn from what happens, and try again.
Julia Cunha, COO, describes the agency's cultural foundation as one built on encouraging people to experiment, pursue different approaches, and learn from both successes and failures. It is a culture that values transparency, hard work, and professional growth, one that actively celebrates both team achievements and individual talent.
The driving conviction is simple: when people feel inspired and trusted, great work naturally follows.
Why Agency Workplaces
Global Stage for a Culture Worth Sharing
Partnering with Agency Workplaces was about more than measurement. It was about visibility. As Cunha puts it, it is a great international opportunity to show Lebbe's culture and great environment to the wider world.
The agency had long been intentional about building something worth being proud of. AWA offered the chance to validate that work through an independent lens, and to put what Lebbe has built in front of a global audience that cares about the same things.
Recognition at that level carries weight. Not just as a badge, but as a signal to current and future team members that the culture here is real, not just talked about.
What We Learned
A Framework That Turns Problems into Progress
What stood out most to Cunha about the AWA program was not the score. It was the methodology. The program helps agencies improve their culture by sharing different experiences from around the world, offering ideas on how to solve specific problems by shifting perspective.
That cross-pollination of approaches, seeing how agencies in different contexts tackle similar challenges, provided a kind of guidance that internal reflection alone cannot produce. It showed leaders a path forward: not just what to fix, but how others have navigated the same terrain.
For Lebbe, the program confirmed that a commitment to culture requires ongoing attention, and that the best frameworks for improving it are those that bring in outside perspectives while remaining grounded in the specific realities of the team.
What's Next
Monthly Training, Internal Dialogue, Ongoing Action
1 | Leaders participate in the monthly AWA training sessions, taking notes and identifying ideas related to specific challenges. |
2 | After each training, the leadership team gathers internally to discuss what was presented. |
3 | The team studies the best way to apply learnings to Lebbe's specific context and situation. |
4 | Questions generated from each session are brought to the next training, creating an ongoing cycle of learning and application. |
Tips for Building Great Culture
What Lebbe Would Tell Other Agencies
• Diversity is essential. Different backgrounds, perspectives, and generations of talent are what makes great work possible. Experienced professionals bring depth and perspective; younger team members bring fresh thinking and freedom from rigid formats. Both are necessary.
• Create safety for creative risk. When the whole team feels safe enough to take creative chances and is actively invited to collaborate across different areas, the results consistently surprise. That kind of environment has to be cultivated, it does not happen by accident.
• Connect people to the bigger picture. Team members need to feel valued and connected to the agency's goals and achievements. When you create real opportunities for active participation, the impact on both the quality of work and the health of the workplace becomes immediately visible.
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