Agency was elected by the survey carried out by PROPMARK as the best Live Marketing Agency of the year; Fernando Figueiredo talks about success
Excuse me to use a popular phrase that says: While some cry, others sell handkerchiefs. That’s more or less what happened with Bullet, commanded by Fernando Figueiredo, elected by the market as the best live marketing agency of the year. The last few years have not been easy for the market and for the sector that takes care of events, it was even worse due to the distancing caused by the pandemic. But 2022, for him, was a year to let go. Get it all out. And scream with all the strength with the impulse of the emotions that were kept in the last years. A year that we were able to reap everything we sowed in the last three. There were profound changes. Societries. Structural. Conceptual. More than an evolution. A revolution. And we managed to enjoy every day of the year that was marked by the return to normality.
Figueiredo says that the agency had been preparing and when the wave came, the surf was perfect. A year in which the agency’s professionals revealed themselves and talents emerged. A year in which clients realized that sustainable relationships are more productive and bring unquestionable results. A year that had no room for ego, politics and squeamishness. One year we went and did it.
For him, choosing Bullet as the best in its category is recognition that, through an open vote, is worth two. We don’t ask for a vote. We do not sign up for an award. We just did our job. I think being recognized fills your soul and proves that the effort was worth it, he says. In fact, he says that what really stands out is the result, not only for customers, but also from the inside. It’s no use being a pretty agency on the outside, creative at festivals, but not closing the account at the end of the day. Just as we help our clients to sell and get results, we have to get results at the agency for it all to be worth it.
The CEO recalls the important achievements of this year, which were tireless in the pursuit of performance for each delivery of Bauducco, Mercado Livre, Coca-Cola, Burger King, Ita, Tintas Coral, Uber, Estee Lauder, Cargill, Visa, Original and Stanley. Not only performance, but the relationship had to be beyond good. And so it was. Our proprietary products helped us consolidate the concept of The StorySelling Agency. An agency that creates ideas, from the POS to the advertising campaign, which focus on engagement, performance and sales. The executive also talks about the projects that the agency launched this year, such as Bauducco’s unprecedented Always-on platform. Bauducco Todo Dia is an online platform, 365 days a year, which allows consumers to interact with the brand, engage and participate in promotions throughout the year, non stop. According to him, it proved to be an efficient platform for creating leads and also a huge database of shopper lovers. Our relationship with Mercado Livre also proved to be the best example of a sustainable relationship. Responsible for the advertiser’s promotional calendar projects, Bullet vertically created the strategy for all seasonal e-commerce dates, from film to digital, from influencers to content, including the partnership with Marcos Mion.
Figueiredo highlights the relentless pursuit of results that gave the agency the chance to work with someone who would allow them to feel the efficiency of a project in real time. Coca-Cola, the brand that has served since 1994, expanded its operations to the region and Bullet started to create and execute engagement and performance strategies for more than 20 countries. All of this makes Figueiredo believe in the market’s recognition of Bullet, which, according to him, faced a revolution that began three years ago.
It was no use sitting and crying when 100% of events were canceled in a week as soon as Covid made headlines. We knew we needed to roll up our sleeves and do what had to be done, he says, adding: Companies need to be light. Who has cost, is afraid. And precisely because we were afraid, we entered every competition that appeared. It was wasteful. It was inhumane. We saw all of this as an opportunity. We created a proprietary model of participation in the business and, with that, we attracted talents that wanted to undertake in some way, participate actively in decisions and reap the rewards, he says.
He says that, with a lighter agency, they moved to the state, an environment rich in innovation and creativity, and definitively adopted the everywhere office. With this, we attract talent from all corners of the world, we create processes that allow remote work, in a physical environment where whoever wants to go, whenever they want. And we redefine ourselves. Live marketing was just a small part of what we do. Or rather, how we do it. We position ourselves with what we deliver to our customers: engagement, performance and sales.
Figueiredo says that he still has a year to go, but he does the math and reveals that, by October, they had grown by 116% over 2021 and 166% over 2020 and 42% over 2019 (pre-pandemic). There was also an increase in contractual relationships versus per-job relationships. And a very efficient structure. I always said that 2022 would be the year that we would prove our thesis that whoever believed in it would surf this perfect wave, he concludes.
