New agency will be independent and already serves Tinder, Pizza Hut, Frango Assado chain, KFC, John Deere, Ademicon and Sabin Diagnstico
One more agency arrives on the market. This time to Jones, who emerges from the spin-off process promoted by Adventures. According to co-CEOs, Edwin Junior, the son grew up and the Adventures ecosystem was divided into three main fronts: one focused on creating own brands in partnership with celebrities; a technology vertical; and the agency vertical, which gained size and maturity to continue in solo flight. What used to depend on the structure and support of the holding company, is now able to gain independence and walk on its own legs. The agency was part of the whole, and now a new story begins with this independence. Jones will be able to shout to everyone that it is an agency, and gain prominence with its campaigns, actions and ways of managing the business.
Carol Rosa, CCO of the new agency, explains why the name Jones. For her, it’s no wonder that some characters become icons. Somehow they shape the way we perceive the world. And, at a certain point, we even feel a little part of the adventure. In this context, to arrive at the name of the agency, we sought a surname that is always present as a symbol of entertainment and adventure: Grace Jones, Quincy Jones, Cleve Jones, Catherine Zeta-Jones, Rita Lee Jones, Daisy Jones & The Six, Indiana Jones . To continue this adventure of recent years, but in an independent way, we were born looking for that factor of icons in the name Jones, she says.
Edwin Junior also talks about the task of facing a sector full of advertising agencies and how to stand out among such competition. He believes that, despite being in the market for more than three years, Jones was born with a very diverse board of experiences. Unlike the other agencies in the market, which are mostly made up of advertisers only, Jones is born with a mix of C-Levels who have already worked for years in large companies as clients, advertisers (yes!) and who have been working for a few years now. years in business structuring. What we look for as clients in our past lives (and we never found in other agencies), we are going to do here at Jones.
Still according to him, in addition to the diverse board, the agency’s main drive is to be a business partner for customers. This basically means that we are linked and imbued with generating results for companies, and not simply winning an award for an idea that did not generate effective results at the business end. In addition to the business model for the client, we started Jones with a circular management model, which gives more autonomy to the leaders of each area, and together, they report to the board. This model brings a more strategic product, whose operation (unlike other agencies) does not work in silos, he explains.
Carol declares that what they do and will continue to do advertising that generates results. The aim will always be to build communication that connects brands to people, and with a view to generating results for customers. According to her, the medium can go through traditional advertising, yes, if it makes sense to reach the necessary KPIs. At the end of the day, we seek the end consumer’s attention, whether in a simple creative post, in an OOH, in a movie or a PR stunt in the middle of Paulista.
With the independence of the agency, the growth projection for this year, according to Marcelo Chianello, co-CEOs of Jones, is not only revenue growth, but also seeking to improve the business margins, since the circular management model and the focus in the business, it will lead to optimized teams and a significant gain in the productivity of the areas, bringing gains to the business and, consequently, to our customers. We expect to grow by 25% in 2023, he says.
He does not reveal how much was invested in the business. He only says that Jones was born independently, after a spin-off from the Adventures ecosystem and as the business already generates positive results, the investment will be made by the business itself. We have extensive networking with the market and are always open to conversations aimed at establishing business partnerships, comments the executive.
COO Bia Patara talks about the agency’s clients, who are already in the portfolio, such as Tinder, Pizza Hut, Frango Assado, KFC, John Deere, Ademicon and Sabin Diagnstico, which, for her, are a mix between what comes from Adventures and new accounts that they recently conquered with the new management. We are even closer and taking great care of our customers in this moment of brand transition. So far, all of them are seeing the agency’s independence in a very positive way, since at the end of the day we will have even more space to talk and communicate actions and campaigns exclusive to the segment’s business. We are participating in several competitions and new projects at the moment, and Jones will certainly bring even more news soon.
About the works already developed under the new management, Bia says that they generate results and business potential through content and entertainment, from B2B generation Z. We leverage John Deere as a lovebrand agro in Brazil through reality shows and webseries; we reconnected the Tinder brand to young audiences by creating a variety of viral entertainment products ranging from music videos to podcasts; among many other actions for different clients. Since the advent of Adventures, we have been using non-interruptive communication to generate results, and now, like Jones, we want to advance even further on the path we have built, taking this thinking to as many customers as possible, he exemplifies.
Whether or not the agency will take advantage of the Adventures structure, Edwin Junior declares that with the spin-off, Jones becomes 100% independent of the Adventures structure, with autonomy, cash and completely separate management. From now on, founders will sit in the advisors’ chair along with the board, he warns.
Each of Jones’s partners has been on the other side of the counter and are familiar with the pleasures and pains of the job. Edwin Junior, for example, was CMO of Dominos Pizza in Brazil. J Marcelo Chianello, CEO of Liq Participaes AS. And Carol Rosa, head of voice and vocation at Ita Unibanco; and Bia Patara, director of business and operations for TeleTon.
