There are 17 thousand campaigns created per year by a creative team of 74 professionals under the leadership of Chico Leo; aes won Promax
In order to draw the attention of its audience to the news on its programming schedule, Rede Globo uses its Promotions division to create campaigns that detail the essence of each project and have no pebble qualifications. An example of the creative vision of the team led by Chico Leo, in the position since 2013, is the Vem a campaign, which highlights the main content of 2024. At the end of 2023, actions were broadcast for the launch of Big Brother Brasil and the soap opera Reborn.
This format wins awards. There are more than 100 trophies accumulated. Recently, there were two gold trophies at the Promax Awards Global Excellence 2023, an award that honors the best of the best campaigns that define brands and transform viewers into fans, engaging the public on all screens, explains the broadcaster.
The awards, as detailed in the statement, went to the calls An Immortal History and Shirt Countdown, both related to TV Globo’s coverage of the Qatar World Cup in 2022.
According to our research, we are the open TV station that produces the most calls in the world. Our main goal is to capture, retain and, if necessary, recapture the public. Our biggest premise is to always be faithful to the product’s DNA and this is expressed through the text, visual language, artistic photography and soundtrack. The biggest challenge of making calls to open TV is being understood with interesting, seductive and innovative promotional content, explains Leo.
The renewed language over the last decade has moved beyond what in the past was called merchandising. It operates according to the standards of an advertising agency with 73 professionals serving internal clients such as soap operas, series, films, news, variety and sports programs. On average, there are 45 calls per day. In 2023, there were around 17 thousand shares.
In addition to the entire creative, service and campaign planning area of an agency, Promo also has a large in-house production company, which edits, sounds and does all the graphic arts for the calls, in partnership with Globo’s technology area. Campaigns are created and completed within our internal structure, says Leo.
The executive clarifies that there is a difference between the work carried out by the Brand & Communication area, which is responsible for activating Globo’s branding.
Read the full article in the propmark February 19, 2024
