Imagem Corporativa - PR Agency of the Year in Mexico, Central and South America
Company: Imagem Corporativa, Sao Paulo, Brazil
Company Description: Founded in 2001, Imagem Corporativa offers a broad range of services, including interpretation of scenarios, strategic communication consultancy, relation with media and other stakeholders, media trainings and programs to prevent and monitoring corporative crisis. IC has 100 employees, and its headquarters are located in Sao Paulo. There are also regional offices in Brasilia and Rio de Janeiro
Nomination Category: Corporate Communications, Investor Relations, & Public Relations Categories
Nomination Sub Category: Public Relations Agency of the Year in Mexico, Central and South America
Nomination Title: Imagem Corporativa: Searching For New Horizons
Tell the story about what this nominated agency achieved since 1 January 2016 (up to 650 words). Focus on specific accomplishments, and relate these accomplishments to past performance or industry norms.
In Brazil, Digital Marketing is expanding at impressive rates and becoming a major part of brand planning. Business that perceived the changes that smartphones and other electronic devices brought to the communication process are seeking to amplify their digital presence and communicate more effectively in all channels - increasing the production of videos, infographics and all sort of content capable of creating a purposeful and authentic conversation with consumers.
With offices in the cities of São Paulo, Rio de Janeiro and Brasília, Imagem Corporativa (IC) is being a pioneer in the business of digital market-making in the country by bringing together the two main parts of the process: planning and execution. Instead of outsourcing the execution of actions listed in the brand planning – which is common in local market - IC designed a modern office to produce content in different formats like webinars, podcasts, 360º videos, virtual reality and live streaming. Named “IC Content Studio”, the office is a space carefully planned to create high quality audiovisual materials. With a real TV Studio and infrastructure to produce podcasts, the now 7-month-old office get out ahead of the Public Relations reality in Brazil and support an experienced and creative platform.
To run the new studio, IC put together a team of 10 people, selected by their experience with brand and media planning, TV and radio production, digital design, content, social media, marketing and professional editing. Part of a bigger strategy to transform the way companies expresses themselves in traditional and nontraditional media in Brazil, the launch of the new studio brought digital marketing to the centre of every plan designed by the IC’s communication teams.
As a result of this investment in infrastructure, which totaled more than US$ 100,000 in 2016 alone, IC stood out last year with the creation of custom campaigns for industry leaders such as Merck and Libbs and the Brazilian insurance company Porto Seguro. Taking into account the values and mission of the company, IC’s digital team developed a campaign for Merck in partnership with five other countries named “Initiative Curiosity” in order to make an effective repositioning of the brand as a creator of valuable free content. The global campaign explored the theme “curiosity” and involved the conduction of a research to identify how the companies deal with its employees curiosity, the release of a report and infographics on the matter, the creation of a test on someone’s curiosity level and finally the launch of a content HUB, a website with a interactive video series and constant update. The Brazilian influencers participating in the campaign were responsible for more than 1/3 of the contents created for the “Initiative Curiosity” and IC’s team obtained one of the lowest costs per click (CPC) among the five countries participating in the campaign, which reported a potential reach of more than 39 million users in Social Media.
Uniting traditional and nontraditional channels, IC created the campaign “Vamos Decidir Juntos” (Lets decide together) for Libbs. Engaging in an issue that its main audience cares about – contraception –, IC promoted an open dialogue between doctors and patients in order to guarantee the choice of the most appropriate contraceptive method to each profile in an one-day event that brought together some of the company’s main stakeholders. Videos have been created for an exclusive Youtube channel and a website with tips and information about the theme was launched using content produced by IC’s team. The campaign gained media attention and the work now continues in Libbs’ official pages in Social Media.
Combining its expertise in Internal Communications with the infrastructure offered by its Content Studio, IC created a custom podcast series for Porto Seguro to improve the communication among the company’s brokers. The content is created, produced and edited by the agency’s team and the series is now recognized as a new and effective communication channel by by the company leadership.
In bullet-list form, briefly summarize up to ten (10) of the chief accomplishments of this nominated agency since the beginning of 2016 (up to 150 words).
Basic facts (2016):
-Headquarter in São Paulo, offices in Rio de Janeiro and Brasília, and a dedicated team in São José dos Campos.
-Participation in PROI Worldwide, exchange of professionals with agencies abroad;
-Partnership with University of Georgia;
-Partnership with Interel Group;
-International clients: Audi, Deutsche Bank, Roche, Sanofi, Uber, Google, Nippon Steel & Sumitomo Metal Corporation, European Travel Commission.
-Human Resources – Employees have a rule of competencies and job perspectives.
-Management System – an exclusive software for employees and clients.
-Innovative ways in doing business.
-Strategic Intelligence Division: Production of strategic content, freely shared with clients.
-First PR agency in Brazil that published a Sustainability Report (following GRI guidelines), IC launched the third consecutive edition.