The agency serves big names in the market and works with a diverse range of segments
Index Conectada, founded exactly 27 years ago, positions itself in the market as a culture agency, whose focus is to be a communication ecosystem. Partners Taciana Veloso, Sussu Vidigal Ramos and Letícia Veloso explain the importance of listening to the market and following society’s movements.
“Index has PR at its core, with its potential to generate conversations, engagement and connect with people, with this vision we challenge ourselves to create strategies that make a difference”, said Taciana.
How was this key turning point for Index to go from a PR agency to a communications ecosystem?
Taciana Veloso: Index naturally has an eye for innovation in its DNA, we always seek to stay ahead of trends to bring the best solutions to our partners and customers, combining strategy, creativity and connection. We believe that to communicate well you need to know how to listen. Listen to the market and society’s movements. Index has PR at its core, with its potential to generate conversations, engagement and connect with people, with this vision we challenge ourselves to create strategies that make a difference.
What areas does Index have besides PR? When you talk about a communication ecosystem, what are you actually talking about?
Sussu Vidigal Ramos: These are integrated solutions that complement each other and enhance customer results and performance. Currently they are: communication/PR strategy, creation and strategic planning, influencer marketing, talent management, executive production of events/experiences, special projects, content creation, shootings, campaigns and fashion production.
This new way of acting aligned with changes in market behavior over these 28 years, right? What do you identify as the main trends in communication and public relations in the last five years?
Letícia Veloso: Yes, this perspective has been developed over these almost 28 years, we have a very strong culture of “making it happen”, cultivated throughout our trajectory.
Taciana Veloso: Co-creation with influencers, technology as an ally, the use of data for more assertive strategies and paths, the power of diversity and plural teams, the commitment to positive socio-environmental impact, the emergence and growth of TikTok and other networks social networks, the relevance of reputation, the construction of brand personas, which humanize, give soul to brands and generate much more connection. The appreciation of creative immersive experiences on and offline and customization of communication and products. Lifestyle as the protagonist, the connection of brands with cultural movements, generating a feeling of belonging, connection and desire.
How do you see the current state of communication in Brazil? Has the market truly understood the power of public relations in building careers and legacies?
Sussu Vidigal Ramos: Yes, the strategy of the PR area, with consistency and taken seriously, the construction of positioning and reputation began to be valued and have a place of respect and strength, in brands and corporations, as well as in the advertising market. In times when we are so exposed, taking care of our image is vital.
Letícia Veloso: PR has the power to generate conversations, transform culture by influencing new behaviors, it has a strategic role in leaving a legacy in building the image of brands and people.
What are the challenges of PR specifically?
Sussu Vidigal Ramos: Maintain consistency and continuity to build and deliver successful cases at a time when there is an explosion of information and content available, standing out and remaining relevant in the market, creating interesting, original narratives, connected with culture .
Letícia Veloso: Connect all fronts considering timing, concept, investment and impact in the context of society in Brazil, carrying out disruptive strategies, narratives and experiences that generate value and contribute to positioning and reputation.
Taciana Veloso: It is necessary to be sensitive to how, when, in what way and where to communicate strategies and campaigns, in line with what is happening in the world. It takes time and consistency to build a position and reputation, but all it takes is one attitude, carelessness, post, one sentence or one moment to generate a crisis.
Still on PR, what are the pain points of this market?
Sussu Vidigal Ramos: The market is growing and evolving, it has gained more relevance, but there is still a lot of difference between the scope, performance and delivery models between agencies. You need to know which professional or company is representing you as a brand and understand the differences.
Taciana Veloso: Another pain is understanding sensitivities so as not to sabotage powerful strategies with wrong contexts or timing. You need to act quickly and sometimes the strategy is the opposite: silence.
Index has large clients in its portfolio, and is responsible for building the image of these players in the market. What defines a good communication strategy?
Taciana Veloso: Integrated communication, creating a narrative with consistency, 360 amplification, with the right timing, with active listening aligned with the spirit of the time, bringing relevance to the brand. Innovation, creativity, data + intelligence, human sensitivity, relationships/connections and positive impact. We have an experienced, qualified, diverse multidisciplinary team connected to market innovations.
How will you maintain the agency’s legacy in the market in the coming years? What are the investments and news that we can expect from Index’s operations?
Leticia Veloso: Index is aware of its responsibility with positive socio-environmental impact, we have always taken this care and look to communicate important social causes and campaigns, but in 2016 we reflected in more depth on the legacy that Index wants to leave for the market and We implemented a structured agenda of more consistent and permanent social and environmental impact. We have created several initiatives, to name a few, a commitment to diversity, equity and inclusion.
Index has ID_BR, a consultancy led by Luana Genot, as a partner to carry out literacy workshops with our team and support us in the implementation of diversity policies, knowledge that we take to the strategies of all our fronts at the agency, our actions to plant native trees in less forested regions in São Paulo, meetings we call #IndexConversa to debate relevant current issues and more recently, we became signatories to the UN Global Compact.
Even though we already carried out all these actions, we wanted to go a step further and have a business that brings sustainability to the center of what we do. That was when our path crossed with Marina Cançado, an entrepreneur and specialist in sustainability and ESG for over 15 years, and from this meeting ATO was born, a new, independent communications company, part of the Index group in partnership with Marina. ATO is the genuine embodiment of this commitment, a communications consultancy for sustainability with the purpose of fostering new narratives, behaviors and solutions for a sustainable journey.
How much has the agency grown in the last five years? And what are the expectations for 2024?
Sussu Vidigal Ramos: In the two years of the pandemic, 2020 and 2021, we had a slowdown in growth, strategically we focused on looking inward, we created new formats for customers, we plan to grow in the long term. It was a watershed moment for innovating with our customers, strengthening our relationships, and considering 2022 and 2023, we grew by more than 60%. By 2024, we expect growth of approximately 50%.
In the last few months alone we have won over accounts such as Hering, Eudora, from Grupo Boticário, AZZAS 2154, Boca Rosa, Loewe, Camicado, Dengo Chocolates, Trussardi, Bar dos Arcos, Lu do Magalu, W Hotel, from Marriot Group, the actress Isis Valverde and the influencer Malu Borges.
