In an unprecedented action, Publicis Groupe creates a Hub de Comunicação to bring together all the communication teams of the agencies that make up the group in Brazil (Arc, DPZ, Le Pub, Leo Burnett Tailor Made, One, Performics, PMX, Prodigious, Publicis Brasil, Publicis Health, Publicis Play, Sapient and Talent Marcel) on a single core. MSL Andreoli, Publicis Group’s PR agency, continues on its trajectory serving external and group clients.
O Hub of Communication will be led by Andrea Assef, head of Communication at Publicis Groupe, and will have a leadership team formed by the main directors from the group’s agencies: Daniela Barile, Jef Martins, Leonardo Araujo and Rejane Romano.
The four directors take care of verticals that will plant flags in territories that look at social impact, inclusion, digital, culture and, above all, creative and effective business development. O hub it is also composed of management, supervision and coordination professionals.
“We have a multidisciplinary team to manage communication for Publicis Groupe agencies. see this hub being born in Brazil is a source of great pride”, says Monica Gadsby, CEO of Publicis Groupe in Latin America.
O hub starts to absorb the agencies’ communication, working faithfully to the exclusive identity of each one of them, maintaining their tone of voice, missions, visions and values. This means that there will not be a single strategic perspective, but a plurality of visions based on the expertise of each leadership and their teams to communicate, think about content and impact the clients’ businesses.
“To be hub it brings together people with different experiences, perspectives and ways of working with communication, and this is its main strength”, says Andrea Assef, Head of Communication at Publicis Groupe.
O hub and its pillars
Attentive to the innovative business models that represent the strength of the Group, the hub it has pillars that stand on unique terrains, but that, together, form a strong communication unit. Each pillar will have a responsible director.
Andrea Assef, leader of the Communication Hub
Andrea Assef has been Head of Communication at Publicis Groupe since August 2021, and now leads the Hub of Communication, which aims to increase engagement with the group’s business strategies. With more than 20 years of experience in Journalism for the business and economic sectors, he has worked in vehicles such as Exame, Jornal do Brasil, IstoÉ Dinheiro, among others. She also has experience in the publishing market, having been a partner at Letras & Lucros, where she published magazines and books related to personal finance, in addition to commanding the radio program “Elas & Lucros”, on 107.3 FM.
In 2015, she decided to move to the other side of the trench and took over the Communication and Marketing department at Wunderman Thompson Brasil (formerly J. Walter Thompson), where she was one of the creators of the 20/20 Racial Equity Program, the first racial inclusion in the Brazilian advertising industry. Andrea is in the 5th semester of Sociology at the São Paulo School of Sociology and Politics (Fesp).
Daniela Barile, Director of Internal Communication
Daniela Barile has a strong presence in the advertising market, working in corporate communication since 2004. With a degree in Advertising and Advertising, specialization in ESG from PUC/SP, Internal Communication from Fundação Cásper Líbero, Profile Behavioral and Creative Coaching, both from IGT International Coaching, she has a career focused on building the reputation and credibility of companies with internal and external audiences. With solid experience in hybrid work, Daniela Barile assumes the position of Director of Internal Communication at Publicis Groupe with the challenge of creating and implementing, in partnership with HR, exclusive projects for each agency, reinforcing the culture and positioning of each one, in addition to producing relevant and appropriate content for its internal audience, as well as the group.
Daniela Barile led important projects such as Visita 9, a student visit program at the agency DM9DDB, which in five years had the participation of more than 7 thousand students from different schools and cities in Brazil, in addition to actions such as Hackathon for the water crisis , in 2015, and various physical and emotional health programs, engagement actions with internal awards, among others.
Jef Martins, Director of Social Impact and Special Projects
With specializations in Brands & Representation and Internal Communication at ESPM-Rio, Diversity in Organizations and Training and People Development at PUC-SP, ESG Management: Sustainability and Business by Insper and Diversity and Social Inclusion in Human Rights at USP, Jef has been working for 16 years in Communication. In his new role, he will take care of Social Impact actions (in partnership with HR) in the branches and in the group, in addition to projects for clients. He will also be responsible for activating the group’s brands on platforms, vehicles and events.
She has been awarded at the Cannes Lions, El Ojo de Iberoamérica, iF Awards, Red Dot Awards, The One Show and LIA festivals. He was listed in 2018 and 2019 as one of the 25 young Brazilians fighting for changes in the communication industry by Papel & Caneta. He is vice president of Culture, Diversity and Inclusion at APP, director of the Diversity Observatory, professor of Culture and Diversity at Mestre GP and is a mentor at Distrito, the largest innovation ecosystem for startups in Latin America.
Leonardo Araujo, Reputation Director
Over the past 13 years, he has worked for the national press and worked for agencies such as Giusti and Image 360, where he worked for several clients in Brazil, the United States, Europe and Asia. She worked for big names in national politics, managing their reputations in the digital environment. In addition, he had stints in advertising trade vehicles such as Adnews, wrote as a guest on Update Or Die and, lastly, was editor of the Propmark website. He has covered Cannes Lions in France three times, as well as El Ojo in Buenos Aires and the Cristal Festival in Courchevel, where he chaired the Press Award jury. He also covered the PokerStars European Poker Tour in Barcelona.
The vertical led by Araujo has as its main objective to develop and maintain the reputation of Publicis Groupe Brasil agencies in the face of its various stakeholdersin addition to being responsible for leading the connection between the group’s companies and the national and international press.
Rejane Romano, Director of Digital
Journalist with a specialization in Media, Information and Culture from the University of São Paulo (USP), he has worked in newspapers, magazines, portals and television. She was Communications Coordinator at Instituto Ethos between 2016 and 2021, and worked in Communication at Faculdade Zumbi dos Palmares, where she was editor of the magazine Afirmativa Plural and presenter of the program Negros em Foco.
Rejane Romano is a columnist for Adnews and author of articles in Democracy (in crisis), and participated in the book ZL 100 Registro. Romano is also co-founder and president of Escola de Samba Filhos do Zaire. In addition, in her activism, she has worked as a social educator, teaching socio-educational classes and creating the Calçada Literária project, in the East Zone of São Paulo. At the Hub of Communication, your job will be to manage the agencies’ presence on social media, with the aim of disseminating the strength of the brands digitally, increasing visibility and generating engagement.
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