Currently, we know that advertising is increasingly linked to technology and innovation, as the medium that everyone is using and where people are most connected. As a result, market transformations occur, which for many is a difficult task to follow, it is necessary to draw up good strategies.
Rise New York , The first advertising boutique founded by Brazilians in New York, with this purpose, an agency that focuses on the client’s real needs, practices advertising in an innovative way and is fully integrated into transformations and technologies.
The boutique, which has been on the market since 2018, emerged from the founders’ discomfort, they felt uncomfortable with the way the market was and the way advertising was being done (in line with old precepts). Therefore, as they had already been operating in the international market for over ten years, with experience in large agencies, they decided to found the agency outside the country as well.
However, this was not a problem, one of the differences of the Rise It was created with a 100% digital format, so it has always served various locations, working with talents from all over the world, such as Japan, Mexico and Los Angeles. Today, taking into account that some markets need a closer team, the agency has a branch in São Paulo, opened in 2022, and has already earned R$1.5 million in its first year in Brazil.
It’s very common for companies and brands to approach agencies and determine what they want, when in fact for kids, it’s always been more about really understanding the business problem, regardless of the segment,” said Etienne Du Jardin, Director of Operations at Rise, in an interview with Adnews.
The idea is really to get away from the ordinary, there are many specific campaigns, focused on just selling a product or service, and not actually using advertising to solve a business problem, however, according to Etienne, when advertising is specific and is not within a creative platform or larger concept, which unites the brand with the market, things become shallow.
Furthermore, with the support of the Director of Operations, who is also a teacher in the subject ‘Entrepreneurship and Innovation’, the founders had a great technology base, where they developed a process that works with squads.
Os squads They are made up of senior people, and so they are growing, with specialists and people who fit the client’s problem. For example, for a women’s beauty item, a team of women and people who use this type of product, people who live in that market, were assembled.
With digital, internet and the interaction of different generations, the consumption behavior changes very quickly, that’s why Rise New York has a specialized area, which is always looking for these innovations so that it can identify what is coming ahead and anticipate this for customers.
“We are always looking for what is happening in various markets, so that customers become known not only because of the product or service, but rather so that they are seen as a trendsetter. To keep a brand completely at the top, generating awareness positive, it needs to deliver innovation, it needs to deliver what no one is delivering, we need to bring innovation and technology to everything we do, highlights the Director of Operations.
Some of the clients Rise has worked with are:Endeavor, Neoway/B3, Riot Games, Microsoft e New Balance. The most recent project is the ‘Respect Your Beat’ campaign made for WAAW by Alok. The campaign consists of a film, 33 videos and 18 editorial pieces that will be used on the brand’s digital platforms. Together, they seek to perpetuate the message about respecting one’s own path and the authenticity of being who one is, the project has a lot of diversity.
International advertising market and awards
“In New York and in the United States in general, brands end up aligning themselves with agencies when they have a big input or are very concerned about the business. Boutiques are partners with the customer, as if they were part of the business. The Brazilian creative has placed Brazil outside the country at a very high creative level, so as a creative, we have always been very open to leading this type of project. We take this creativity, which is already recognized, as a concern much more related to the businessexplained Etienne.
The important thing is to use talent that is related to the need, most of the time traditional agencies always have the same team for everything. You can already see where the name “boutique” comes from, right? In addition to being “chic”, it symbolizes the agency’s commitment, which carries as principles: diversity, alignment and innovation.
In 2020, when the market was starting to talk about NFTs, the agency held the first digital, out-of-home exhibition in the world, to sell art by independent artists through NFT, which was a success in Brazil, the case won the ‘Innovation for OOH’ and ‘Local Campaign’ award at The Drum Awards in Europe, in 2022.
Furthermore, they won in the ‘Best Small & Independent Agencies’ category and ‘Independent Agency Campaign of the Year’, with the case ‘Inumerveis’, for AdAge, in the United States. They also won the Social & Influencer Shortlist in Festival Cannes Lions.Check out some success stories from Rise New York.
#InnumerableMemorial
#Case Breaking the Fourth Wall – NFT
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(video found on the exhibition page)
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