The partners of .be Comunica, one of the largest agencies in the country, talked about the situation of Live Marketing in Brazil in yet another interview in Adnews’ special series on the topic. Together, Cristiane Albuquerque, Rodrigo Villaboim and Meline Kechichian told what they think of the current scenario and what possibilities they see for the future.
Check out the interview with .be partners about Live Marketing:
1) How does your agency see live marketing, in terms of trends and post-pandemic times?
.be: During the COVID-19 pandemic, live marketing gained new contours. Lives emerged as a response to social isolation and have revolutionized our delivery in recent years.
Post-pandemic, the format was incorporated into face-to-face events as a way to increase the reach of the message while reducing travel and accommodation budgets. Hybrid events and virtual solutions arrived to add to the face-to-face experience and to increase the adherence of the target audience.
Now after the years of confinement, the demand for face-to-face meetings and events has increased significantly. And when the focus is on celebrating, live marketing is the most potent communication tool. There is no other that delivers a more complete brand experience that activates all our senses. And celebration is what every consumer and employee most wants after the pandemic. Certainly the big festivals will gain more and more space on the agenda of brands that want to connect with their audiences. It is a time of great optimism for our market.
2) Can you mention and describe in general lines a live marketing action that you consider a successful case?
.be: In 2022, Klabin’s biggest innovation event was signed by .be Comunica. For the fifth consecutive edition, the agency participated in the creation, structuring and strategy of the event, which brought together employees, partners, customers and suppliers of the brand to discuss solutions for a more sustainable future.
From the search for improvement, INOVA KLABIN is born, an event that brings together employees, partners, customers and suppliers to discuss solutions for an increasingly sustainable future.
The event took place on September 21, at the Ibirapuera Park Biennial, in São Paulo, and discussed sustainable paths, awareness and promotion of changes in attitudes. With lectures and a journey of experiences, the event presented initiatives, guided by the SDGs – Sustainable Development Goals of the UN – United Nations, which contribute to solving problems that are the focus of discussion across the planet.
The event was celebrated on Arbor Day and opened with John Elkington, sociologist from the respected University College London, author of a vast bibliography on sustainable development and creator of the tripod of corporate sustainability: PEOPLE, PLANET and PROFIT. It also featured unique experiences developed for the event with the participation of chef Bel Coelho, artist Edson Pavoni, as well as workshops prepared to highlight Klabin’s initiatives and the new business area.
Rodrigo: It is a privilege to see an event such as Inova, which started for a few people inside the factory in Paraná, take on larger proportions to the point where this edition takes place directly within the Bienal. With different trails and experiences for participants, led by professionals beyond special, the first edition of the event after the pandemic was unforgettable.
3) What makes your agency stand out in this area, and what is teamwork like?
Christians: People are our greatest asset. Everyone who is part of our team says that the aspect they like most about the company is the people. Each of the changes was designed to provide the best working environment for our team. We are focused on providing an increasingly welcoming environment for our team. We believe that an environment where people feel good can generate incredible results.
Meline: For the three partners of .be, it is crucial to provide an environment with diversity, mental health and opportunities for recognition for employees. “Professionals choose agencies according to their synergy with these values and the perception of other professionals who have worked at the company. It is essential to focus on human relationships and people’s well-being.
To improve the performance and integration of the teams, the new .be comunica space now has two floors, in Vila Olímpia, in São Paulo. The new floor has a studio for use by customers and both floors have larger areas for decompression, new living areas and a new collaborative room, in addition to investment in technologies to facilitate communication between the two floors.
Capa photo: Meline Kechichian, Rodrigo Villaboim and Cristiane Albuquerque.
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