Soko demonstrates several reasons for having been the most voted agency in the Best of PROPMARK 2021. It was the only Brazilian in Creative Strategy at this year’s Cannes edition to be awarded a Silver Lion for She Can, from Guaraná Antarctica. To celebrate the hundred years of Ambev’s soft drink, Soko also invited the Brazilian to become a partner of the brand and, in the project trapped in the 80s, exposed the lack of equity between investments in men’s and women’s football during the 2020 Olympic Games in Tokyo.
For the anti-racism platform Uber is not for you, brought educational content about racism for drivers and passengers. OOH pieces hit the streets with real cases of users who were banned from the app. Social issues also surfaced in the 4% project, by Vivo. A bot on Twitter responded with a suggestion for an article about women’s sports whenever it was tagged by a user with tweets about the world of men’s sports.
In hits and hits, the idea reached the end of the Professionals of the Year, which also highlighted the work of positioning the Loft brand. Among the most recent actions is Radar, from Spotify, which anticipates the international careers of 40 new music talents from five Latin American countries, creating their own pieces for OOH in Times Square, in New York.
“It is an honor to receive this recognition from the specialized communication vehicle that has been telling the facts about our industry for the longest time. Being part of this story brings us a lot of joy”, declares Felipe Simi, founder and CEO/CCO of Soko, who last August merged his operation with CuboCC, in a decision designed to scale the growth of an agency “based on empathy, diversity and creative decentralization to create brand stories that generate earned media in the first place, and that now also plans and buys media”, adds Simi.
Conquer before you pay is the motto that governs the agency’s channel vision today. Public relations professionals work side by side with paid media experts, a combination that ensures organic impacts capable of adding value to the client’s budget. “We understand the Soko vote in the 2021 survey as a recognition of the impact on creative work of our strong vision of diversity combined with our earned media creation methodology”, concludes Simi.
Combating toxic practices through creative work has become the executive’s life project since he founded Soko, almost six years ago. Equality is also part of this struggle embodied in experiences that reflect the proportionality of the population. “Our vision as an agency is that the proportion of employees and leadership is as close as possible to a mirror of society, not only in terms of gender, race, age and sexuality, but also in the representation of each region of the country”, emphasizes Simi.
This positioning extends beyond the agency’s operations and applies to all relationships built along the communication chain, provoking clients, producers and even the influence plans of the brands. The goal is to instigate proportionality as a guideline for composing work teams and casting selection, among other steps.
In the last 18 months, Soko has tripled in size and now has 300 people. Campaigns, content and PR are the pillars of action guided by data intelligence and creativity. The lesson for 2022? Never deviate from that essence.