Commanded by the eyes of Tila Francucci and Srgio Silva, agncia acaba
to win the competition for Febraban’s full service
The advertising market is undergoing clear mutation with movements such as Accenture, which attracted David Droga to command the Accenture Song operation, which is already in second place in the 2022 global revenue ranking, with US$ 16 billion, behind only of WPP, which accounted for US$ 17.8 billion (data from Advertising Age magazine). An entrepreneur, Droga opted for Accenture envisioning the future of the business more linked to projects, strategic consulting and service design. In Brazil, the tendency to propose new solutions for advertisers is gaining strength, from large agencies to professionals who leave to manage their own businesses.
Even though it is not a benchmark, for Tila Francucci and Srgio Silva, the decision to found NCC_1701 harmonizes with a reality that is not so dependent on average remuneration, but on strategic planning for projects linked to performance. The agency emerged in 2019 within the structure of NovaSB, which specializes in communication for public services with the idea of being an arm for servicing private accounts. However, the duo acquired part of the partnership and seeks to viralize the combination of creativity and planning to offer solutions such as the Brazilian Financial Health Index developed for Febraban (Brazilian Federation of Banks), a client that now serves 360 after winning the competition to unify the service previously with ID\TBWA and Ogilvy.
Francucci e Silva’s proposal also attracted the century-old Liga Solidária, which works with 10,000 children. And it is in charge of planning the revitalization of the central area of the city of Santiago, capital of Chile, a partnership that involves the hotel trade in the region.
The agency’s identity is inspired by the starship NCC_1701 from the Star Treck entertainment franchise. When we started the operation, it was exactly the 17th of January. So, we were inspired by this fiction series that has several important elements for the essence of an advertising business. 50 years ago, Star Treck exhibited the first interracial kiss in history, between the characters Kirk (William Shatner) and Lieutenant Uhura (Nichelle Nichols). Diversity, equity and other themes were already common in this series. And that was key to choosing the name of the agency, explains Francucci, who has plans with his partner Silva to grow the operation with this format.
The two worked at VML, but in separate cores. At NovaSB, they strengthened their relationship to unite their personal expertise in strategic planning (Silva) and creativity (Francucci). There was an enormous synergy and this was fundamental for us to propose the purchase of NovaSB’s share, he adds.
Read the full interview in the print edition of propmark May 29th
