If you choose the wrong medium, you kill the idea. One wrong click wipes out the customer’s money in just one day
The Japanese multinational Dentsu opened an office on the 11th floor of the Faria Lima Plaza building, in So Paulo (SP), in August. Designed to accommodate hybrid work, the new collaborative spaces welcome talents who travel to the address on face-to-face days, with the aim of reinforcing teamwork, strengthening human relationships, balancing routine and integrating disciplines, clients and partners.
This new office was designed for the hybrid format. We have around 450 people and the office has 50 positions, but can accommodate up to 150 active professionals, explains Tiago Vargas, managing director at Dentsu.
The space was structured to encourage interaction, promote the agency’s culture and keep talent engaged, motivated and working in sync to deliver the expected results. a readaptation. Hybrid work is more challenging because people work from anywhere, says Denis Massani, human resources director at Dentsu.
But transparency is essential for leaders to understand the specific needs of each team and client profile, always trying to reconcile the professional life and personal well-being of employees. We believe that this is the best model for the moment in Brazil, also adopted in international markets, emphasizes Massani.
There is also action by activity. The professional plans his day, according to the necessary tasks, without the obligation to work in person. You can work in several different places. We want to have professionals here, but in a productive way. Our model is based on trust, highlights Massani.
The structure leaves leaders always close by. This proximity is fundamental in the context in which we live, as daily exchange gains importance at the highest levels of organizations, says Vargas. Diversity and inclusion receive the attention of an internal committee, with the participation of HR and leadership.
Here, we have a lot of voice. There is no need to justify, I do what I believe, that the area believes, because the decision is always aligned with the leadership, says Massani. The hiring and promotions policy prioritizes the training and appreciation of internal talents before searching in the market. We believe in the internal process to prepare people for existing positions, confirms Massani.
Unification
The basis of Dentsu’s culture, the flexible and unified environment began to strengthen around a year ago, when Dentsu Creative was created, which united the group’s creative agencies globally. In Brazil, Isobar, dentsumcgarrybowen and NBS were grouped under the One Dentsu concept, accelerating creative solutions based on data, technology and media strategies capable of meeting the challenges of the communications industry.
Today, Dentsu Brasil is made up of Dentsu Creative, which occupies 25th position in the ranking of agencies; iProspect, focused on performance media; and Navegg, a data management platform. Several operations were incorporated, each with its own culture, and, with the Covid-19 pandemic, we began a simplification process, recalls Vargas.
When incorporating Dentsu World Services (DWS), Dentsu Brasil also received around 80 employees specialized in developing alternatives based on technology and data, including applications, software, consumer experience and usability. This hub supplies all Dentsu offices around the world, alongside operations in India.
The work helped to implement the Scrolling therapy campaign, for Eurofarma, which won the Pharma Grand Prix and Silver in Social & Influencer at Cannes Lions 2023, awards credited to Dentsu Creative Chicago and New York (USA), and Buenos Aires (Argentina), with production and post-production from Paraná’s The Youth, Canja Audio Culture and Colossal.
Read the full article in the print edition of September 25th
