WMCCANN WELCOMES BACK RAPHA BORGES AS CHIEF CREATIVE OFFICER TO LEAD NEW ERA OF ‘TRUTH WELL TOLD’

WMcCANN has appointed Rapha Borges as chief creative officer, marking his return to the agency where his career began. With over 20 years’ experience and more than 50 major awards, Borges will work alongside CEO Renata Bokel to blend creativity and technology under the agency’s global Truth Well Told philosophy.

WMcCANN has appointed Rapha Borges as chief creative officer, marking his return to the agency where his career began. With over 20 years’ experience and more than 50 major awards, Borges will work alongside CEO Renata Bokel to blend creativity and technology under the agency’s global Truth Well Told philosophy.

WMcCANN has appointed Rapha Borges as its new chief creative officer, signalling a symbolic homecoming for a creative leader whose career began within the agency’s own walls. Borges will officially assume the role on 9 March 2026, reporting directly to chief executive officer as the agency sharpens its global “Truth Well Told” philosophy for a new era shaped by technology and cultural change.

With more than two decades of experience, Borges returns with a portfolio that bridges creative storytelling and technological innovation. Over the course of his career, he has amassed more than 50 awards at leading international festivals, including a coveted Grand Prix. The accolades reflect a body of work recognised not only for artistic merit but also for measurable business impact.

Borges first walked through WMcCANN’s doors in Rio de Janeiro as an art assistant, working at the agency between 2011 and 2016. He describes that early period as formative, recalling an encounter with legendary Brazilian adman that left a lasting impression. “I was still figuring out who I was as a creative,” he said. “Coming back now feels symbolic. It’s about bringing the experience, the awards, the mistakes, and the learnings, and putting all of that in service of this new phase.”

After his initial stint at WMcCANN, Borges went on to hold senior creative roles at many agencies. In 2025, he expanded his focus to entrepreneurship, launching Tiger.ai, a venture aimed at exploring the intersection of artificial intelligence and creativity, followed by Tiger Academy, an initiative dedicated to education and professional development in creative technology.

Throughout his career, Borges has worked with an array of major brands spanning finance, telecommunications, automotive and consumer goods. The breadth of this client roster underscores his ability to navigate different sectors while maintaining a consistent creative voice.

For Bokel, Borges’ return represents more than a leadership change; it marks what she describes as a new creative chapter for the agency. “Rapha and I share a passion for WMcCANN and a common vision of how technology can amplify creativity,” she said. “He joins us to further expand the way we tell our brands’ truths well, representing a new creative phase for the agency.”

Central to that ambition is WMcCANN’s longstanding commitment to “Truth Well Told”, a philosophy rooted in uncovering authentic brand insights and transforming them into culturally resonant ideas. Borges believes that, while tools have evolved dramatically, the essence of the craft remains constant. “Technology has advanced, but telling the truth creatively still requires human sensitivity,” he noted, highlighting the balance he aims to strike between data-driven innovation and emotional storytelling.

As social media reshapes popular culture and artificial intelligence becomes increasingly embedded in the creative process, Borges’ hybrid background positions him to steer WMcCANN through a landscape where agility and authenticity are paramount. His mandate will be to honour the agency’s legacy in popular culture while reinterpreting what that legacy means for contemporary audiences.

For WMcCANN, the appointment is both a nod to its heritage and a bet on the future — entrusting a returning creative with the task of ensuring that, in an era of rapid technological change, the truth remains not only well told, but powerfully felt.