Agency prepares development of proprietary products and investment in the betting market
Rino Com is now Rino & Partners. The agency’s home for 25 years, the former headquarters on Avenida 9 de Julho, in So Paulo, gives way to a space of 600 square meters in the Pacaembu district, in the West Zone of the city of São Paulo.
Surrounded by art and design, the new address of the agency founded by Rino Ferrari in 1962 welcomes the renovation carried out to accommodate the hybrid and flexible work format, a legacy left by the Covid-19 pandemic.
We were looking for a laid-back place that reflected the new way of working, says president Rino Ferrari Filho. Over 61 years, the operation served around 200 brands and had 1,200 employees. Under the #rinovao concept, the new growth cycle goes beyond wordplay.
Physical materialization needed to translate the true change of this rebirth process, which shows the need to change the way of looking at the business, points out partner and creative vice president Fernando Piccinini.
Within the agency, the work is integrated, respecting the specific skills and needs signaled by the professionals. And outside, we look at society in a more humane, generous and inclusive way. This is the way we work, defines Piccinini.
Architectural symbols of the capital of São Paulo inspire an open floor plan, surrounded by bare walls and a rustic feel. The environment brings the business to its essence. Relearning how to transit in a market now guided by data, measurement, social networks and all the apparatus promised by artificial intelligence, the prerogative of a business as resilient as the mascot that remains as the agency’s icon, the rhinoceros. We’ve done this every time it’s necessary, we don’t get scared by anything anymore, warns Piccinini.
Each new stage in the evolution of advertising is bathed in the security accumulated over the years. Baggage supports each reinvention. It is certain that ideas scribbled on a napkin still differentiate talents, even in the face of the seduction of the technological arsenal.
Today, diamonds are pulverized. It gets harder to find, but there’s a new generation doing sensational work, notes Piccinini, who misses spontaneity in creation.
Measurement commands more than originality and intuition, which have always been important in our business, adds Rino Ferrari Filho. Of the emblematic campaigns, executive vice-president Esdras José Maciel remembers the case of Bic, which was served by the agency for 36 years.
We started with pens, then lighters. A memorable commercial was Bic Chama, he recalls. Câmara Brasileira do Livro, Colgio Stocco, Essity, MWM, Phisalia, Visita So Paulo and Xand are among the clients in the current portfolio, which has two work centers.
One works in mass communication, developing films for TV, internet and programmatic media. The other monitors and manages social networks, deploying strategies.
Digital helps us with consumer customers and also with the more technical ones, says planning director Mauricio Noznica Penessor, who has been on the board of directors for 16 years.
The executive mentions the example of the stainless steel company Aperam, which has a campaign to differentiate the quality of its product compared to the competition, in addition to stressing the role of technical profiles as influencers to multiply relevant information with the public surrounding the customer.
Part of the International Communications Agency Network (Icom) network of independent agencies, Rino & Partners offers a range of communication services in over 60 countries. They are agencies with a similar profile, which have a working owner and act in a cooperative way, exchanging experiences and essential learning for business management, points out Rino Ferrari Filho.
In 2022, the agency intensified its work with partners in the area of promotion and events, among other disciplines, chosen according to Rino & Partners’ work philosophy and delivery quality.
The agency also works on developing proprietary solutions and products, in addition to preparing a strategy to strengthen investments in the betting market and attract more partners. We want customers to use the agency’s services, but we are developing some proprietary products that are of interest to companies, customers or not, says Rino Ferrari Filho.
Ferrari Filho’s work is intense with sector entities, a legacy left by his father. a moment of review, analyze. He is a member of the National Council for Advertising Self-Regulation (Conar), as a representative of the Brazilian Association of Advertising Agencies (Abap), director of the Union of Advertising Agencies of So Paulo and represents the National Federation of Advertising Agencies (Fenapro) at Cenp – Advertising Market Self-Regulation Forum.
