Agency created by Marcelo Lenhard in 2007 driven by emotion to combat labels and stereotypes with omnichannel language
Hands was distinguished as Live Marketing Agency of 2023, advancing the frontier of this discipline that is part of its culture and still has a lot of relevance in its operation, as explained by CEO and founder Marcelo Lenhard. But it is consolidated in other territories and is now identified as a hybrid and 100% omnichannel business. And without labels, as highlighted by Lenhard, who launched Hands in 2007 and since then has been experimenting with conceptual changes in the business model and delivery of the projects he embraces.
The most recent movement in Hands’ branding materialized by the new positioning: The emotion drive agency. Lenhard clarifies that he summarizes the search for connection with the voice of the heart. The intention is to propose ideas that are not confined in formulas that wear out over time and do little to grow the reputation and business of its clients, including Avenue, YouTube, B3, Google and Ray-Ban.
Communication needs to be aligned with creativity, which is more than an asset. Without it, it becomes a commodity. Our commitment is to do something bold to contribute significantly and provocatively, because we are not averse to risk. On the contrary, we walk hand in hand with them all. Our stance is to build a different story that will remain remembered for the boldness of the proposal. All with great frequency, consistency and strength, argues Lenhard.
This trip can be seen in the case that Hands built for Avenue (The world is one Avenue away), a platform that allows Brazilians to make investments in the United States through an international dollar account without leaving the country.
Hands set up a pop-up store on Av. Brig. Faria Lima, in So Paulo, where Brazilian consumers were able to buy the iPhone 15 model for US$799.00, as if they were in New York and with the prices there. The difference was paid by Avenue, which has Banco Ita as a partner, as an investment in marketing.
The idea was to pierce the bubble, which is not financial; it is conceptual. Therefore, we connected Avenue’s 800,000 customers who could make purchases with this discount, explains Lenhard.
Read the full story in the December 4, 2023 edition
