In a market dominated by the logic that treats creators exclusively as media channels, BELOW launches Creators Lab, a business vertical dedicated to enhancing the creative capital of professionals who master the language of networks like no other. Lucas Patricio, known as Paty (ex-Ambev, David, DM9 and Leo Burnett), joins SUBA to lead the new division, while Alan Dantas, who already works in the agency’s strategic planning area, takes over as creative leader of Creators Lab.
This vertical will aim to foster a relationship of higher commercial and creative quality with the creator who, in turn, will be more motivated to achieve exceptional results, which will benefit the brand and the audience.
“We have found that there is a tremendous underutilization of the Creator’s creative potential, relegating it to the end of the process. On the other hand, there is a growing demand for projects that go beyond pre-established formats. With the Creators Lab, we are making SUBA’s goal of being the agency of and for the creator tangible. The name of the vertical itself expresses our commitment to being continually Beta, that is, to constantly seeking experimentation and evolution,” says Isabella Mulholland, Chief Strategy Officer at SUBA.
The Creators Lab is structured around three main fronts:
Projects for clients: the creator acts from the beginning of the process, when receiving a client briefing at the agency.
Projetos para creators: the agency works with the creator to structure and develop his projects.
Proactive or proprietary projects: the agency invites the creator to work on SUBA’s proactive or proprietary projects.
It is in this last area that Creators Lab presents its first work, a proprietary project, in partnership with the company Waví and influencers, which brings together a team of creators to carry out unconventional coverage of major national and international events. The squad is made up of well-known names from the networks, such as actress and presenter Thaynara Og, actor and comedian Theodoro and entertainment journalist Foquinha.
Creators Lab also has creator Ygor Fremo on its organizational chart, who is now a creative talent available to SUBA clients.
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