Executive states that the agency uses culture as a connection and creativity as a means for brands to be relevant
CSO and new partner at LePub, Aldo Pini states that his main mission is to make the agency grow in Brazil. Elected Advertising Professional of the Year at the Colunistas São Paulo Awards, Pini highlights that Le Pub uses culture as connection and creativity as a means for brands to be increasingly relevant. According to the executive, the agency operates differently.
“Our focus is on all aspects of intelligence and craft, but we connect the group’s other operations to gain in scale, efficiency and execution time”, he says in the following interview, in which he also talks about the role of the strategist in advertising .
Strategy
The strategy works as a connector between our clients’ business needs and what is culturally relevant for people and society. An area that uses data to decode real interests and find the best place for brands in culture. This is LePub’s way of building highly interesting creative platforms that generate results.
Aim
The main mission is to make LePub grow in Brazil following the successful format we have abroad. We are not a conventional agency, we have a very solid methodology and culture, we want to show the market that it has the option of a partner who understands business, who uses culture as connection and creativity as a means for brands to be increasingly relevant in people’s lives. We also operate in a different way: our focus is on intelligence and craft, but operationally we connect the group’s other operations such as performance, media, experience, etc. to gain in scale, efficiency and execution time. This is what we call the Power of one.
Moment of realization
Without a doubt, this is the best moment of my career. I spent years leading strategic teams for giant accounts. I was fully fulfilled in this role, but I had the desire to command an entire operation and I prepared myself for that. When I was invited to lead the spin-off of LePub in Brazil with Felipe Cury (CCO and partner), it gave me butterflies in my stomach. After all, it’s not just any agency, it’s the most creative agency in the world. And, since then, it has been an incredible journey of extremely pleasurable learning. It’s challenging to start an operation from scratch, create culture, set the pace and recruit talent, but I feel like we’re doing well.
Holistic vision
As soon as we receive a briefing, the data strategy team starts working, decoding the data to produce a creative briefing with a high relationship between problem, context and culture. Unlike what was done in the past, today the strategy team does not stop at creative insight, it monitors the entire process, participates in the media briefing, comms, campaign narrative and measuring results. This holistic view helps to have clarity in the development of cases, because the strategist participates in all stages of the process.
Read the full interview in the edition of propmark April 15, 2024
