Innovation, environment and diversity guide the expansion of the content experience agency founded eight years ago by CEO Andrea Pitta
The electronic sports organization So Paulo Futebol Clube eSports is the first client of the Plug agency, a joint venture created by Fibra and the startup Dux to insert brands in the gamer community. Agreed with Fire Stripes, a company licensed by the club for eSports actions, the partnership begins with the search for sponsors and extends to creator activations on Web 3 and the metaverse.
With Plug, we complement the innovation pillar of our work ecosystem, explains Andrea Pitta, CEO of Fibra. Founded eight years ago, the agency still drives its expansion from the environmental and social pillars, grouped together under the acronym ESG.
Signatory of the United Nations (UN) Global Compact, Fibra communicated the launch of the voice of the oceansexpedition of the Schrmann Family supported by the United Nations Environment Program.
It also set up external structures at Coca-Cola factories to provide treated water to the population. In So Paulo, it installed community sanitization points during the Covid-19 pandemic, now extended to vulnerable people. Launched live by Seu Jorge, the initiative is endorsed by Together Band and Reckitt.
We had ease with this tool even before the pandemic, when it exploded, stresses Andrea. The Teen Festival, which was born as a Fibra-owned event, broadcast ten hours of shows, took on a life of its own and is currently recognized as a digital content experience platform.
We are an agency with a live marketing DNA, but today we work a lot on strategic planning, and we can’t create anything without digital, summarizes Fibra’s CEO, who has Bruno Maano as CCO and Ed Sequim as general director of accounts. With 38% of diverse profiles, with 50% of this total in leadership positions, Fibra is responsible for the communication of the Movement for Racial Equity (Mover), which brings together around 48 companies.
CEOs came to the conclusion that there should be an organization promoted by companies to work on the pillar of social equity in leadership positions, in addition to training and awareness, says Andrea, one of the only black women to chair an agency. In 2022, she produced the Premio Sim Igualdade Racial, from Instituto Identidades Brasil (IDBR).
Fibra is expected to close 2022 with a 50% increase in revenue compared to the pre-pandemic period. It was the year with the greatest progress in the agency’s history, says Andrea, who works on the growth of the operation in Latin America, already with an office based in Buenos Aires, Argentina, and about to arrive in Mexico. Samsung, YouTube, Nestl, Coca-Cola and TIM are among the customers.
Optimistic about Brazil’s direction, the executive believes that the climate issue should gain importance alongside the social area, opening up new opportunities. She cites the promising potential of the 2.5 segment, capable of generating income and profit even when embracing social causes.
Image credit DCStudio/Freepik
