Advertising man started his career on the internet, but accumulates passages in vehicles and advertising agencies, before founding his own company.
The market for independent agencies in Brazil gained another player: BSN Creatives. Although it was created in 2017 as a design studio, the company took shape as an advertising agency a year ago and is now introducing itself to the advertising market. Who is behind BSN George Acohamo, better known as Benson, is one of the pioneers of the Brazilian internet.
I did the opposite way, I started with the internet, then I went to a traditional advertising agency. I opened BSN, initially to be a design studio, in 2017. At the beginning of last year, due to a demand from a client, it ended up becoming an agency. But I want to keep the boutique look, says Benson.
In his view, there is a hole to be filled in the agency market. This movement of independent agencies is not happening by chance. There are customers who no longer want to deal with international groups. There is this demand. And there are clients that are not so big and when they work with a big agency they get frustrated, he evaluates.
According to Benson, a lot has changed in advertising. For advertising, one of the biggest challenges today is to retain talent, because agencies are no longer the first job option for young people, since many of them have a toxic view of the market. What I perceive is that new talents have a much more toxic look than advertising, this is largely due to what my generation went through. They are very different, they cannot tolerate working all night long, for example, he comments.
The year of the turn of BSN Creatives, in 2022 came accounts such as Livraria Saraiva and Companhia Tradicional de Comrcio (with the brands Braz and Lanchonete da Cidade). The agency also serves a segment of C&A; Yes We Grow and Adrenalina Pura (streaming channel, partnership between Amazon Prime + Sofa Digital + California Filmes). In addition to current accounts, BSN Creatives has also developed projects for Renner, TV Cultura, Google, Mekal, Julia Petit, Jack Vartanian, Instituto Acreditar and ID_BR, among others.
I don’t want to have a gigantic structure, I don’t believe in that anymore either. It has incredible professionals for you to plug into the market. important to bring people with different perspectives. I want to keep the boutique profile. I’m expecting a good year, the aggressive goal: to double the portfolio, reach ten accounts by the end of the year, reveals Benson.
old but new
Another goal is to serve clients outside the Rio-So Paulo axis. I have goals to serve brands in the North and Northeast. People the same size as the clients we serve, with a very tailor-made look for each one. Adds Benson: For me, coming back to the agency market feels like it’s all old and new.
Advertising with training in art direction and origin in the carioca market, his career includes passages by Zip.NET and TV Globo; and in advertising agencies such as Africa, FBiz, DPZ, NBS and Loducca. Benson was also VP of marketing at Paramaker and head of Brazil and Latin America at ad2games, before founding BSN Creatives, a startup focused on making efficient communication, in any medium, of any size, close to the client’s business, but with personality. . The name BSN is an analogy to his nickname, Benson, minus the vowels.
On diversity in the workplace, Benson says that this is an important subject that cannot be forgotten. In my day, I was the only black person among agency creatives. I really don’t remember any other black pairs, he recalls.
