VMLY&R has hubs to operate Ford, Visa and Via advertising; WMcCann takes care of Seara and Chevrolet and Oliver of Danone and Ita
The history of the so-called house-agencies has different scenarios in the Brazilian advertising market. One of them was somber and sent chills to industry entrepreneurs when they heard about the internalization of communication in an advertiser’s marketing structure. When he left SGB, Ponto Frio, currently Ponto, invested in Fama under the leadership of publicists Carlos Martins and Eduardo Jardim. They did not consider it a house, as journalist Marcio Ehrlich, from the Janela Publicitria website, recalls. But was. In another sense, Mesbla, with the duo formed by the creative director, Delano Dvila, and the customer service director, José Luiz Bartollo, was unapologetically house.
The five sisters (DPZ, Salles, Norton, Denison and MPM) acted as guardians of the market and of Law 4680, with the support of Almap and the CBBA, and managed to ensure that the vehicles did not pay a 20% commission to the houses. Many operated in the background. Already in the Cenp era, the pressure against the model remained. However, this is not a 100% resolved issue. The current president of Cenp, publicist Luiz Lara, chairman of LewLara\TBWA, sets out his vision.
With all due respect to the professionals who work in house agencies, there is always the risk of losing the ability to have a broader view of the market. In addition, house agencies fail to permanently provoke and instigate the client. An agency has to, preferably, serve several clients, from different market segments, anticipating trends, always measuring the pulse of consumers and, within the attention economy in which we live, uniting creativity, technology and data to promote campaigns, which are actually conversations between brands and consumers, reasons Lara.
The second scenario, on the other hand, added some kind of value to the trade. For example, The Sidney Ross laboratory brought learning to Brazil that became a benchmark, mainly due to the marketing services it used. As well as Lintas (Lever International Advertising Service), inaugurated by Unilever in Brazil in 1930, which later also produced radio programs and soap operas.
The situation is changing. In-house operations gained momentum and large agencies started to have exclusive centers in their clients with creativity, know-how, technology, investment and market intelligence. Dedicated businesses with the expertise of global holdings became part of the landscape; without patrol, because they are not just looking for a financial solution.
The WPP group created Red Fuse, focused on full service Colgate-Palmolive. The Brazilian Manir Fadel, currently at VMLY&R Spain, even led the creative part of RF and won the 1st Leo for the brand with the Bring back your smile project at the 2018 Outdoor Lions.
VMLY&R
In Brazil, RF no longer operates, but Colgate-Palmolive has a reserved team at VMLY&R. Which also uses the dedicated model at Ford, Via (Casas Bahia and Ponto) and has the VTeam, for Visa.
VTeam, joining VMLY&R Fbiz, was born to offer advertising, strategy and media services. Recently, Mutato, also from the VMLY&R network, joined the team, becoming responsible for delivering content. In this way, we are able to present quick, complete and customized solutions for all the needs of the client, making our daily lives much easier, explains Maria Fernanda Papaleo, service director at VMLY&R Brasil for Visa in the VTeam.
VTeam works as a true tailor made hub in which the dedication, specialties and way of work are in line with Visa’s needs, in addition to being fully connected with the business and the development of the brand; working as an extension of Visa’s internal teams. In the case of Fbiz, comes the media and data & tech expertise powered by WMS (WPP Media Services), which is the project created by WPP Brasil to provide customers with access to the group’s global intelligence tools and media strategy. And most importantly, these operations have the elasticity to adapt and evolve according to business challenges, adds Carolina Buzetto, co-founder and CEO of WMS (WPP Media Services).
VMLY&R has been a partner of Via for over 20 years. Having a unit dedicated to the customer, which is currently located in the same building as Via, helps us to keep the pulse of the entire operation and respond quickly to daily demands, in line with the strategic thinking we develop over the long term for the brand, details Sandra Borges, head of operations and service at VMLY&R Brasil for the Via hub.
Serving Ford globally makes it possible to deliver integrated work designed exclusively for this global automotive cone. In a relationship of trust, we extend our activities to digital platforms (e-commerce, website, applications, etc.) and marketing (CRM and Social Media). Due to the success of this partnership of many years, we were recently chosen to take care of Ford’s media account in Brazil, explains Martin Zuchini, director of operations and service for Ford at VMLY&R Brazil. Before this model, WPP had GTB, the exclusive assembler.
Content Studio
Nestl maintains the Content Studio internally with 43 professionals for creation, writing, strategy and community management. According to executive Samantha Bull, digital communication manager at the food multinational, the group is divided into five multidisciplinary squads that vary in size. Media buying is done by the team with in-house support.
Nestl also hires services from agencies such as DPZ, MediaBrands, GUT, FCB, VMLY&R, WMcCann, Ogilvy and Publicis. Today we work with squads in the agile model, in which we review daily what each team has to deliver, programs and fortnightly planning. We are also implementing a new Kanban model squad (known as “Gestão vista”) to have a more macro view of the opportunities for all brands in the house. The implementation of this new model has no impact on teams that work with the agile model, ponders Samantha.
Read the full story in the May 1 issue
