The decision would have been up to the advertiser, according to propmark sources
At the agency since 2002, Via (Casas Bahia, Ponto, BanQi) will leave VMLY&R. According to propmark sources, the decision was up to the advertiser.
The announcement was made by Fernando Taralli, president of VMLY&R, through a communication to agency employees. He reports that the agency received a notification advising that, in two months, the partnership will be finalized, which is the term of the contract.
Read Fernando Taralli’s statement below
“Time
We were notified by Via that in two months, when our contract expires, we will no longer be the agency for the company and its brands (Casas Bahia, Ponto, BanQi).
This decision was taken by the client after a bidding process in which, we are sure, we were the agency that presented the best work, developed by the best retail team in the market.
“Time,
Unfortunately, today I write to share some bad news. We were notified by Via that in two months, when our contract ends, we will no longer be the agency for the company and its brands (Casas Bahia, Ponto, BanQi).
This decision was taken by the client after a bidding process in which, we are sure, we were the agency that presented the best work, developed by the best retail team in the market.
But, as everyone knows, retail is going through difficult times and the change in the scope of the client has not allowed us to come up with a viable proposal to maintain the minimum viable operation of service to its brands.
We are deeply sorry for this breakup, but we wish Via and all the friends we have there the best of luck in this new era.
For us, the most important thing now is to think about our people, especially the team that serves the customer. We are, from now on, with our doors open to talk and solve the doubts of each one of you and next week we will have a Townhall to talk more about the subject.
Finally, I need to state the obvious. Losing is never easy, even more so when it comes to an account that, although it has diminished a lot in financial relevance in the last five years, had such a long-lasting bond with us.
But we know that big agencies like ours are not only in size, but mainly in beliefs, creative potential and organizational culture always come out stronger from the inevitable upheavals and commercial flattening of the market.
Let’s go. We are VMLY&R.
FT“
