In the communication business, change is a constant. Especially because the world changes, the media change, consumers change, technology changes, wants and needs change.
When the management ofe21met in 2020 to plan what the next year would be at the agency, the scenario was quite challenging: The Covid-19 pandemic remained firm, vaccines had not yet been released in Brazil and the feeling was that more tense days were coming. on the horizon, but they would have to be faced.
“Seeking to reinvent itself and keep customers was a matter of survival” says Luciano Vignoli, CEO of agency. The decision was then to look inside the business itself, make the agency’s strengths increasingly evident and, through an alignment of purpose, set goals to fulfill this purpose..
Thus, defining the purpose of the agency –Transform the reality of companies, using the innovation and talent of inspiring people committed to customer success, the second step was to restructure itself internally and create a bold action plan based on two words that are in e21’s DNA:differentiation e value.
What differentiationThe, a e21offers its clients a business management model based on a vision of shared brand objectives, which the agency calls the Customer Transformation Journey, with steps and methodologies deeply defined for the ever-increasing generation of brand value.
New services were also offered, such as performance monitoring (the agency has more than 20 software for this purpose) to more accurately measure the result of the proposed actions, increasing the client’s ROI.
Still on the subject of differentiation, new internal processes were developed and productivity goals were established for the branch’s management group. All with the aim of accelerating the efficiency and profitability of the e21 business itself.
To contemplate the question value, the agency created a model of absolute specialization in business segments (Agro, B2B and B2C), offering information and strategies in each one of them capable of attacking the main threats or even solving problems that the client doesn’t even think he could have.
The agency also created a strategy to value cases that resulted in the transformation of its clients’ businesses, with wide dissemination developed by internal marketing, where more than 90,000 e-mails with relevant content were sent to the contact base organized in its CRM.
Transformation Projects at e21
Transforming business is an obsession at e21. All of the nearly 50 employees are imbued with this spirit, exercised daily. To, at every opportunity, create something that has an impact on the client’s business.
In 2021, several clients received communication projects with positive impacts on their business performance, such as Massey Ferguson, HERC, Tuper, as well as new projects for brands such as Croplife, CCGL and Uvibra/Consevits, among many others.
e21 focused on a strategic action configured in the establishment of large transformative projects for its clients, projects that could unite the best data reading, with a consistent storytelling and a multiplatform delivery.
“These were truly 360-degree projects, with multiple and organized impacts, which had repercussions throughout the customer’s value chain” – emphasizes Fernanda Kubiack – Director of Operations and Service at the agency.
It is worth highlighting here some of the most significant activities carried out in the year:
- Project marks the 60 years Massey Ferguson
- Project marks the launch of CCGL condensed milk
- Project restores the Strategic Branding for TANAC
- Project rebranding da HARD
- Project for valorization of wines e national juices promoted together with Uvibra
- Project HERC 58 years
- Movement CropLife for agribusiness
- design of 50 years of the Tuper
- project Autmower Husqvarna
- Project SKYFLD® HELMET
If you want to know more about these and other e21 cases, go to site of the agency.
2021 also crowned yet another great performance by the agency in the most important Brazilian agribusiness marketing award, the ABMRA exhibition. The result made e21 one of the 3 most awarded agencies in the history of this event.
Cases for Massey Ferguson (Vintage Collection and COVID Campaign) and Husqvarna (Automower Campaign) were highlighted.
In terms of its own structure, e21 invested heavily in development and improvement in 2021. From the purchase of new equipment – which positively impacted the working conditions of 75% of its professionals – to the absolute reassessment of its internal processes (reviewed, rewritten and retrained) and culminating in new management and operation automation tools.
“We have invested hundreds of hours in improving the use of technology to measure and evaluate our performance, not only financial, but also operational. At e21, all efforts are measured, all contracts are controlled, all due to the absolute professionalization of governance and management processes.” – puts Vanessa Miyabara – Administrative-Financial Coordinator.
But nothing the agency accomplished in 2021 would be possible without the people. The e21 team also underwent a special look from the management last year.
Obviously, the agency maintained a hybrid operating model due to the pandemic, providing all the support so that professionals could carry out their tasks in an integrated way, even from a distance. It also did not forget to carry out several training exercises for its employees and promote very important and significant internal debate cycles, such as:
- Creation Forum;
- Leadership Coaching;
- Innovation and Technology Meeting
And yet as a way to provide professionals in an integrated way, e21’s planning worked on building a customer data center, affectionately called WiKie21 – a kind of internal Wikipedia – and with that centralizing strategic information and making it accessible to all online, making the consultation even more agile.
The work paid off. More than staying alive, active and creative, the agency grew. With proactive work for customers and the conquest of new projects, growth took place in exact 27% (target established at the beginning of the year). Who explains the fact is Ubiratan Fontoura, Partner and Commercial Director:
“We were able to beat our performance goals for the year, thanks to the quality of the projects we delivered. At a time when communication is mistakenly trivialized in a bureaucratic digital form, our projects deliver a true transformation of perception for the brands we work with, with a strong impact on business. This is what made our year so expressive and makes us plan for an even better 2022!” – says Ubiratan.
2022. The challenge of resignifying the e21
“We intend to keep our annual growth above 20%. We have a whole Commercial Plan for this and we know it will be a great challenge. But we are prepared for that.” – Complements Ubiratan.
And for a year that promises a lot, e21 has established new strategic challenges that begin with the discussion of its own performance with brands that want to take the next step.
“We want to be even more agile, open and precise in our proposals, because we understand that in an even more volatile world, brands need to reinvent themselves every 30 days. So what worked yesterday does not mean it will work today.” put Fernanda.
For this, the agency is increasingly strengthening itself as a strategic arm of the clients’ business, going far beyond advertising. In this sense, it has reinforced its data intelligence with new tools and trained its employees to act more and more strategically.
To exemplify this, e21 developed its own methodology called “Customer Transformation Journey”, a kind of timeline organized by sequenced processes where the squads enter at specific moments of the project, with synergy based on the same vision of a determined objective. “The client will never have the feeling that their needs are not being met, basically because a model of continuous action was traced throughout the process with them.” says Fernanda Kubiack.
This process is regulated and maintained by a Project Manager, which monitors each stage of execution and also prepares a satisfaction survey and measurement of the quality of the agency’s service.
“We need to change. We need to evolve and be ahead of customer demands and needs. And for that they want someone who understands their challenges, understands the markets, who identifies opportunities for them and delivers a much more strategic positioning solution than advertising itself. This is our challenge going forward.” says Fernanda Kubiack.
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