In a new positioning, the group reinforces the importance of synergy between the public and the entertainment market
Holding Clube announced the rebranding of the group, which is under the command of partners Esher, Juliana Ferraz and Priscila Pellegrini.
In the new moment, the company seeks to reinforce the business model, in line with the new moment of entertainment in a post-pandemic world based on humanized relationships and the use of tools that contribute to assertive deliveries to its customers such as Ambev, Bradesco, Coca Cola , Colgate, Electrolux, Nestle, Vibra and Vivo.
“The pandemic only reinforced our positioning in relation to the market and customers. With the arrival of the hybrid, we reinvented ourselves in the way of thinking and planning, and we had an immense challenge in convincing our customers that the virtual format could also be relevant, inspiring and motivating for the public”, said Priscila Pellegrini, director of operations at the group. .
Formed by the agencies Banco_, Roda, Samba, Cross Networking, Storymakers and Auíri, Holding Clube started to work in hybrid formats and the group’s services now seek to accompany the customer-oriented culture and the current need to place the consumer at the center of businesses with effective actions and follow-up metrics.
“Our business was 99% analog and 1% digital. What was once treated as a backup of an in-person event, overnight, became the main event. Changing the mindset was an exercise that involved a lot of effort, as it was the discovery of alternatives and tools to not only digitize a face-to-face event, but transmit the same emotion experienced live”, explained Marcio Esher, Marketing Director of Holding Clube.
In the group’s rebranding, the hybrid format became the internal work policy and adopted a new address in São Paulo, with the aim of maintaining and valuing the professional and personal experience of employees.
“In addition to technology, we think about humanization. We care about understanding people and making them feel like they are co-creating, so that they are really impacted by the action. Despite technology, the metaverse and all the digital solutions, we are, after all, specialists in people”, said Juliana Ferraz, director of public relations and business at Holding Clube.
Along with the changes, the company will also start thinking about its events using sustainable practices that have a positive impact on the environment.
“We need to consider the legacy that an action of ours will leave. It has become crucial for brands, companies and society in general to increasingly engage in environmental and social causes”, highlighted Ferraz.
