Jef Martins announced in January that he is leaving his leadership of social impact and special projects at the Publicis Groupea role he has held since June 2023 in a mobility of communication professionals from the holding’s agencies to a centralized Hub.
Martins was in his second stint at the French group when, from April 2021, he took on the management of the corporate communications area and the creation of the social impact pillar of Leo Burnett TM. He also had a brief stint at Neogama/BBH and nsula Comunicao in 2013.
With more than 17 years working in corporate communications, Jef has worked for several global groups such as Omnicon (Interbrand, Salve and TribalDDB), IPG (FutureBrand and Springpoint), WPP (Y&R and VMLY&R). He has also worked in independent agencies such as Agência Cartaz, which gave rise to Agência Lema, working with clients in the areas of fashion, art, entertainment, design, cinema and urban culture, in addition to managing the communication and marketing of the Jewish Museum of SP between 2016 and 2017. , a social facility delivered by the Jewish community to the city of So Paulo in December 2021.
Since 2015, he has been planning, creating and promoting consultancies on projects involving issues related to diversity and inclusion and social impact. creator of the platform Enegrecendo a Propaganda, which brought together in 2018 for the first time in the history of Brazilian advertising more than 130 black professionals in a large advertising agency to discuss issues related to blackness and communication.
In July 2023, the project completed its 4th edition, which took place in partnership with DiasporaBlack at InovaBRA and since its launch it has already seen the participation of names such as Dilma Campos, Samanta Almeida, Rafael Camilo, Felipe Silva, Maurcio Pestana, Ricardo Silvestre, PretaLab , Joana Mendes, Levis Novaes Walkiria Ribeiro and Kelly Castilho.
In his marketing and communication projects, Jef has won awards such as RedDot Awards, IF Design and Effie and in the area of social impact, he highlights his participation for two consecutive years (2018 and 2019) with proprietary projects on the Papel&Caneta list promoted by Andr Chaves , which celebrates and reveals through curation what has been most relevant in the area of ESG.
Jef played a fundamental role in the construction of projects such as I Am, created by VMLY&R for Starbucks and which brought the first Glass GrandPrix in history at Cannes Lions to Brazil and in the recent Cartoons Contra Violência project created by LBTM for the CNJ which was launched by Minister Lus Roberto Barroso in his first plenary session as president of the Superior Federal Court in October. Other projects such as Poster HIV Positive, created by Ogilvy for the NGO GIV for which he volunteered, also earned him awards such as El Ojo de Iberoamerica, One Show, LIA, among others.
His management led Leo Burnett TM to be recognized as a standout on the ethnic, racial and LGBTI+ fronts among the 72 companies listed by the Ethos Report for the 2022 Inclusion Season, being the only company in the advertising sector to achieve this distinction.
Specialized in ESG Management: Sustainability and Business by Insper, Diversity Management in Organizations and Training and Development of People by PUC-SP, Brands and Representation and Internal Communication by ESPM-RJ, Jef Martins was one of the co-founders of Escola RUA, a project educational program launched in 2018 focused on professional training for underrepresented populations, he also serves as Vice President of Culture, Diversity & Inclusion of the Association of Advertising Professionals and is part of the Board of Directors of the Observatory of Diversity in Advertising.
As ESG demands grow more and more in large and serious companies, the advertising industry has not been outside this discussion in recent years. The need to understand human capital, its specificities and its relationship with the world was perceived as essential to achieving what shareholders and mainly consumers of these companies want. At the same time, from a practical point of view, we see a resurgence in the actions that have been cultivated in recent times and that, in a way, some of the most important players are turning their attention exclusively to numbers that end up disregarding trajectories and achievements that are unparalleled in our history. analyzes Martins.
During his time leading social impact and special projects at Publicis Groupe, Jef participated in project consultancy for clients and partners such as Trident, Carrefour, Honda, SOS Amaznia, Fiat, Movimento Mulher 360o and Pacto de Promoção Equality Racial.
As a non-binary, pansexual, peripheral person living with HIV and who was for a long time one of the few with my characteristics to attend the discussion tables of our industry’s top brass, I see this moment as an opportunity to continue promoting a more open dialogue. intentional and true with actors who are making a difference and who have already turned the key once and for all in knowing that there is no reverse path when it comes to the occupation of spaces of power by people from vulnerable communities. The next step is to add and enhance, and I see in the market and in all the conversations and exchanges I’ve been having that there are thousands of possibilities to take the purpose I have to the market, producing benefits for both companies and people, concludes the executive.
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