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| 27.07.04 | |
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Not an advertising agency, more a 'brand
activator'
Portuguese branding agency
Brandia has a very clear idea of where it is going.
| Portuguese agency Brandia plans to continue developing its activities in very distinct style, says the newspaper Diário Económico. Agency head Carlos Coelho tells Diário Económico that he wishes people wouldn't confuse the work of his company with that of an advertising agency. Coelho prefers himself and his colleagues to be considered as 'brand activators', he says. |
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"A lot of people don't understand that we don't want to be an advertising agency", says Coelho, one of the most charismatic personalities in the world of Portuguese marketing and founder of a group which this year celebrates its 19th 'birthday'. Ceolho defines Brandia as a 'brand activator' that combines the traditional activity of advertising and design agency. Ever innovative and with a strong desire to differentiate itself from the competition, Brandia ended 2003 by announcing several measures designed to establish the 'new' face of the group, says Diário Económico. As a result, certain divisions were closed and others merged. "It wasn't just a question of 'one brand", says Coelho. "It was about renewing and refreshing the whole group. The measures also saw the departure of some top staff and the arrival of others, including Hélder Pereira and Francisco Carvalhelho. Fresh blood, Diário Económico says, to match the 'different' organisation of the company, one with a decidedly international vision. Brandia will now be managed in three-year cycles with a view to going international in 2006 and perhaps opening up the agency's capital to outsiders. In terms of projects, the company plans to maintain its activity in those areas which have established its reputation in the marketplace, such as advertising campaigns for Sumol and Yorn and the recently-created logotype for RTP, the Portuguese national broadcaster. But it is also adding new 'clusters': Brandia for Arts, Brandia for Sports and Brandia Social Care, Coelho says. This may be a risky investment for a company that almost didn't survive the economic slowdown of recent years and that has had to cut its workforce by half from a total of 400 two years ago. Nevertheless, Carlos Coelho considers that it would be a mistake to miss this 'window of opportunity'. "We are going to do things differently", he asserts. The most interesting of these clusters, Diário Económico says, may be Brandia
Social Care, dedicated to so-called 'social marketing' campaigns of the type now firmly
established in markets such as the United States: an alliance between social
responsibility and brand promotion. The first project to be handled by the division, says
Coelho: "is connected with sexual education for adults, one of the most imprtant
topics for Portuguese society." |
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