Unit will be led by Rita Almeida and Antonio Salgueiro, recently hired as business director
AlmapBBDO launched a unit focused on behavior studies, branding and innovation. LAB Humanidades, named as such, aims to bring solutions that establish deeper connections between brands and people. The new area will be led by Rita Almeida, head of LAB Humanidades, and Antonio Salgueiro, recently hired as business director.
Deliveries also cover the construction of emerging scenarios, sprints, workshops and other personalized solutions, highlighting and translating actions into concrete opportunities for the agency’s partners.
In addition to behavioral studies, LAB Humanidades will also carry out innovation projects like Rita Almeida was already doing for O Boticário. A good example was her participation in the creation of the perfume “HER CODE”, a new perfumery brand from Boticário aimed at women who prioritize their own pleasure.
The branding strategy ranged from positioning to communication of the new line, opening a debate to break social taboos and gender stigmas. Another recent example, carried out over the last year, and also coordinated by Rita Almeida, was the study “The Revolution of Longevity”, a broad study involving the 50+ public, which surprised the market by revealing a more active aging process, full of the drive to life, dreams and future plans.
The agency’s next behavioral study, now with the LAB Humanidades seal, will focus on the study “AGRO 4.0: The future of AGRO in Brazil”, shedding light on the expansion of agribusiness in Brazil and its relationship with society.
