In the year of its 35th anniversary, CDN announces a repositioning of its brand. More than the change in visual identity, the communication agency assumes the concept of “The PR Powerhouse”, with a new board, new office, in addition to strengthening its data intelligence area.
The objective is to highlight the company’s ability to serve large brands with great demands, combining the strength of the relationship, with multidisciplinary talent, as well as data and technology that help to devise effective strategies for building reputation, with monitoring and measurement of results.
The entire logic of the agency’s brand repositioning is guided by four essential pillars: mapping and understanding scenarios; understand how connections happen; reestablish broken links and, finally, create true and lasting bonds.
Fábio Santos, CEO of CDN, points out:
“For us, PR is fundamentally a relationship, no matter with which audiences and in which platform or environment, whether physical or digital. Our goal is to create relevant and lasting dialogues for our clients with their stakeholders, wherever they are.”
The move also signals the consolidation of a turning point for the agency, which in recent years has undergone several transformations, including the arrival of Fábio Santos, who took over the command of CDN in August 2020. In this process, the leadership and most of the of the agency’s team were renewed (70% of the professionals arrived in the last two years).
From the point of view of operational composition and human talent, CDN has a team made up of journalists, publicists, public relations, designers, as well as social and data scientists. In total, there are more than 150 experts who connect brands, companies and executives to a wide network of opinion makers and influencers, in the public and private sectors, in the press and in digital media.
Currently, the agency serves major brands such as Samsung, Latam, Braskem, SuperVia, Warner, Mosaic (fertilizers), AGCO (agricultural machinery), Ministry of Economy, Furnas and Digital Communication of the Government of São Paulo, among others. To this end, it works in a number of disciplines such as media relations, crisis management, thought leadership, spokesperson training, data intelligence, monitoring and measurement, content production, influencer marketing, digital communication, media analytics, experiences and branded content. Fabio concludes:
“We interact with the most diverse audiences using the entire communication ecosystem. We are a relationship powerhouse, based on data intelligence and technology, to help our customers achieve their business goals. This is where The PR Powerhouse positioning comes from.”
With the creation of DM9, a campaign was developed that highlights the agency’s ability to build dialogue. With an advertisement in print media and a trousseau of pieces for digital media, including an institutional video, the communication work presents CDN as an agency that believes that a relevant impact on society and business can only be achieved when brands open up for the exchange. And that it is able to help these companies and institutions navigate this context in the most powerful way: that of relationship.
In this rebranding process, the agency will also launch in the coming months the new version of the IQEM, an exclusive and proprietary methodology that combines artificial intelligence and human intelligence to measure, including in monetary terms, the media exposure of brands and the impact on their reputation, with based on relevance, influence and credibility.
In line with the new phase of its trajectory, the company now also houses its operations in a new and modern office in Vila Madalena, in the West Zone of São Paulo (SP). This month, CDN also joined Omnicom PR, Omnicom’s public relations vertical. In Brazil, the agency is under the umbrella of Grupo ABC, alongside agencies Africa and DM9, and brand consultancy Interbrand.
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