Agency promises to increase the participation of LGBTQIAP+ professionals from 17.33% to 20% by 2024
PROPMARK resumes the ‘Giro no Mercado’ project, a series of visits that seek to show the branches’ facilities, teams and way of working. In this new stage, the report was received at the headquarters of LewLara\TBWA, in Pinheiros, in the south of So Paulo.
Writing in yellow on a wall with a black background, the phrase No balance, no chance immerses the 200 employees in an environment of innovation. In the last three years, the evolution of technology has been vital for us to survive. But we lost in creativity, which should reappear this year, observes Marcia Esteves, CEO and partner of the agency founded by Luiz Lara and Jaques Lewkowicz in 1992.
With an operating model organized by hubs, the business grows from versatile structures that experience the brand. There are a total of five verticals: Nissan United, in charge of Maria Piraj; Banco do Brasil, in Brasilia, headed by managing director Duda Guedes; Expand, for P&G; and two for food, one for Camil, headed by managing director Helena Brant, and another for M. Dias Branco, Tirolez and JBS, headed by chief growth and business officer (CGBO) Ricardo Munhoz. Areas such as performance serve the entire agency. We horizontalized the services and verticalized the seniority of the famous belly at the counter, Marcia differentiates.
Facts and data collected through social listening and proprietary global methodologies capture insights materialized in cases that show the agency’s ability to expand brand experiences. That’s what happened in the accept cookieswhich played with browser warnings to invite people to try Piraqu chocolate biscuits, a M. Dias Branco brand.
The product went from 0.5% to 30% share. It trusts the common pursuit of customers. Nothing better than having an idea told in a tweet, sums up Munhoz. The new Nissan Kicks is another example. Exclusive to the Japanese brand, the sound system inspired music by DJ Bruno Martini incorporated into the Deezer, Apple Play and Spotify platforms, in the case Kicks Remix.
Chief data and media officer (CDMO) Vicente Varela explains that the agency started to provide information in several areas, from ESG studies led by chief strategy and content officer (CSCO) Raquel Messias, to data and intelligence for understanding the consumer journey of people. According to Varela, this work anchors mobilizing and disruptive ideas led by chief creative officer (CCO) Andr Gola.
Technology is an ally, but the strategy has to be in the hands of the agency, says Varela, who emphasizes the impulse of e-commerce, the use of cell phones as a behavior emitter and OOH as trends. But the actions need to reach the communities, as we did with Camil in a donation action to reinforce rice and beans as the basis of Brazilian meals, he recalls.
Human needs are also highlighted by chief culture and operations officer (CCOO) Elise Passamani. Losing eye contact and coming back from the pandemic were difficult times. We took an individual approach to understand what people were going through, and support them equally, recalls Elise.
Today, the agency works in a hybrid format. Everyone meets on Mondays and Thursdays, prioritizing integration. Collective demands were studied and accommodated according to the dynamics of each area in order to equalize expectations. We didn’t fire anyone during the pandemic, and we keep people supported, says Elise.
On the diversity and inclusion agenda, there is the goal of increasing the representation of LGBTQIAP+ professionals from 17.33% to 20% by 2024. Currently, there are 33% of black or brown people.
Women correspond to 67.5% of executive leadership positions and 56% of the workforce across departments and hierarchies. We are keeping an eye on the new census to have the Brazilian population represented, anticipates Elise.
Trilhas de Impacto (black people), Turma do Jil (people with disabilities), Mulheres Positivas (female development) and the RH consulting firm Believe are among the partnerships made to make the agency’s environment increasingly diverse.
Elise is also in charge of Move, an in-house production company created about a year ago to simplify and streamline low-complexity projects. Our studio was born to optimize internal solutions. It does not provide services to the market and does not compete with industry players, clarifies Elise, who coordinates a team of 38 people.
Reason and emotion pulsate in the pillars erected by LewLara\TBWA, guiding the next steps of an agency that for three decades has contributed to valuing the creativity of Brazilian advertising in the national and international market.
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