O ADNews has just announced its evolution to ADGroup, as part of the celebration of its 24 years of history. To present this new moment, the vehicle underwent a business repositioning, focused on expanding its areas of operation. The transformation of the brand is also part of a crucial moment for the company, which adapts to market demands and introduces the offer of new services and strategic partnerships.
The repositioning of ADNews to ADGroup is a response to the need to expand and diversify the business, while maintaining the innovative and visionary essence that has always characterized the brand.
“We understood that there was a need to expand our business to other communication segments, while maintaining the great ADNews showcase. We are including proprietary events, awards, influencer facilitation and creators do tradecommercial strength and other solutions and products for the market, with a focus on independent agencies”, says Cathy Birle, Partner and Head of Content at the portal.
ADGroup’s new visual identity was carefully developed by one of the group’s partners, the agency MeZA/1618led by Marcelo Zampini, Creative and Media Director. Created to reflect this new direction, the design was inspired by the first typography used in advertising. The brand also adopts a minimalist and authentic design, with the letters A and D deriving from the same element, and features colors that play a crucial role in categorizing the different brands and businesses within the group. With a new identity that represents authenticity, innovation and collaboration, ADGroup is ready to face the challenges of the future and continue to transform the Brazilian advertising market.
“We thought not rebranding as a way to reach and touch people, something more emblematic and easy to understand, capable of being immediately decoded by the public and that values the essential, but is open to new possibilities of action. We want to provide the market with new formats and amplify news that is truly relevant, instigating the public, positively provoking our trade and transforming it into a more original, more fertile environment, which escapes the obvious, which is for everyone and in which everyone can truly be seen. We want to create opportunities for greater visibility, bringing relevant and credible content”, comments Zampini.
Among the new services included by ADGroup are a complete audiovisual team, event coverage for social networks, proprietary events, such as the Camarote Pride Party Advertising & Music, held in collaboration with BMG Music at the São Paulo LGBT Pride Parade 2024; Open Innovation, in partnership with STATE Innovation Center; and the Indie Summit, which promises many surprises and unique experiences in October of this year. The company now operates in STATE, reflecting a Community as a Service (CAAS) model focused on transformation.
“Our vision is to create a collaborative community that brings complete and decisive results for customers and brands”, highlights Daniel Rosa, CEO of the group.
Unprecedented award for independent agencies
To mark this new phase, on June 20, ADGroup launched the INDIE Summit by ADNews, an innovative event that celebrates diversity, inclusion and the innovations that are transforming the advertising industry. The event exemplifies the power of collaboration between brands to promote innovation. The result of a partnership between ADNews and MeZA/1618, the INDIE Summit was conceived based on the understanding that the Brazilian market needs to take a closer look at the independent agency segment, companies in the middle market and entrepreneurs who move the market as a whole. In this sense, and as a way to foster this ecosystem, the event will also bring an award that is unprecedented in Brazil, aimed at agencies and independent companies, reinforcing ADGroup’s commitment to the development of the market and new generations of advertisers.
ADGroup’s mission is to amplify audiences through new platforms and formats, as well as encourage positive transformations in society.
“We want to show that the ADNews journey has made and continues to make sense, and that we will continue to be even stronger, able to adapt to the changes in the world and in advertising, adding and multiplying good ideas, experiences, trends and relationships”, says Cathy Birle.
ADGroup is a holding communication group that encompasses several brands and services, including the renowned ADNews vehicle, the design and advertising agency MeZA/1618 and the audiovisual production company Umbrella. Together, the companies create a network for exchanging experiences and collaborating in the creation of new businesses. With almost 25 years of history, the group stands out for its ability to innovate and transform the market, offering complete solutions for brands and agencies.
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