GUT São Paulo’s media department is under new command. Nathalia Oliveira and Douglas Silveira were promoted toCo-Head of Media & Comms Planning e Co Head of Media & Effectivenessrespectively. The area now has two leaders and the new disciplines implemented explore different characteristics that complement each other and bring a creative perspective to the media professional. This is yet another innovative approach proposed by GUT to the market.
Veteran at GUT, the duo has been part of the agency’s team since the beginning of its history in Brazil. With a policy of valuing internal talent, GUT São Paulo observes the development of its professionals and believes that, by handing over to people the responsibilities that are in line with their strengths, results are enhanced.
They will be responsible for integrating the media area with the rest of the agency in a fluid way. Nathalia will have the mission of spreading the discipline of Cooms Planning that collaborates for the creative delivery and connected to the peculiarities of each channel. The executive comments:
“The media goes beyond being responsible for the dissemination of creative ideas. You have to be part of the design and then contribute to disseminating them strategically and creatively, considering the entire communication ecosystem.”
Douglas will be responsible for developing and implementing methodologies to measure the efficiency of the media and the effectiveness of creativity in the campaigns developed. He completes:
“Our area works as an internal thermometer that helps to measure the effectiveness of the campaign as a whole, including considering the creation. This helps direct the agency’s paths and measure the results of the campaigns and, more than that, how to use these results to enhance creations and bring increasingly positive returns to the business.”
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