Ricardo Cesar, co-founder and CEO of Agência Ideal , is leaving the company, one of the leading corporate communications and public relations agencies in Brazil, which is part of the British group WPP , the largest global player in the sector.

His destination is the asset management firm São Pedro Capital , where he will join as a partner. The Ideal team was informed of the change of firm on Monday, February 9th. The company's clients and the CEOs of the agencies that make up its network, in turn, were notified of the decision this Tuesday.

Founded in 2020 by Alex Dias , former CEO of Google Brazil, São Pedro Capital is an investment management firm focused on technology , with offices in São Paulo and the United States, and over R$ 500 million in assets under management – projected to reach R$ 1 billion by the end of 2026.

As part of this amount, the asset manager is one of the few names in Brazil to reserve space in its portfolio for the PIPE model – private investment in listed companies. Currently, this thesis includes LWSA and Enjoei .

In addition to its Global Technology arm, which focuses on global companies linked to major technological transformations, São Pedro's strategy also includes the growth and private debt area, more centered on early-stage companies.

In this last area, the portfolio includes Magnopus, based in Los Angeles and London, and one of the world's leading virtual reality companies. Among its founders is Brazilian Marcelo Lacerda, former CEO of Terra and one of the pioneers of the internet in Brazil.

Just like his new home, Cesar's career path is also closely linked to the technology market. A journalism graduate from the School of Communications and Arts at the University of São Paulo (ECA-USP), he began his career in the 1990s on Microsoft 's communications team in Brazil.

Later, before founding Ideal, he worked as an editor and correspondent for IDG , an American technology and telecom publisher, in London. Back in Brazil, he worked for the newspaper Valor Econômico and the magazine Exame , where he focused on business coverage, with a greater emphasis on the tech world.

According to information obtained by NeoFeed , with this background, in his new role, Cesar will "play" on several fronts. This package will involve everything from analyzing new investments for the asset manager to working with the portfolio of investee companies, from a management perspective and defining strategies.

This package will also include participation in the management of São Pedro Capital, as well as the operation's communications area. In addition to his connection to the technology sector, Cesar's trajectory and experience leading Ideal contributed to this partnership with the asset management firm.

He founded the agency in 2007 with Eduardo Vieira, who left the operation in 2022 and is now a partner at Softbank Latin America Funds, in addition to serving as Chief Communications & Marketing Officer (CMO) for Softbank in Latin America.

With Google as its first client, Ideal was one of the pioneers in the local public relations market to invest in digital content and offerings, combined with resources such as the use of data to analyze brand perception in the online environment.

With this model, the agency gained traction and attracted attention in the market. Then, in 2015, it was acquired by WPP. With the acquisition, the group brought the Hill+Knowlton brand to Brazil, creating Ideal H+K Strategies.

As part of the WPP group, Ideal was also one of the first Brazilian agencies to expand its reach beyond the local market. This internationalization project included opening operations in the United States and Mexico, starting in 2022.

In 2024, in another move, WPP merged Axicom, a global public relations network within the group, with Ideal. In Brazil, the operation was renamed Ideal Axicom, while in other markets, the Axicom brand prevailed.

With revenues close to R$100 million in Brazil, Ideal Axicom has a team of 350 professionals and a portfolio of over 80 clients in the country. The list includes names such as Embraer, Nike, Uber, Airbnb, Eli Lilly, and Ford.

During this period of just over ten years, Cesar participated in the group's global boards and led Ideal's operations in Latin America. He reported directly to WPP's headquarters, whose public relations operations in the region also include Burson. His replacement has not yet been chosen.