A team of 17 professionals in the new area is led by advertising executive Fernanda Galluzzi; Youse is the first client with work on air.
Ana Couto Branding, a company founded over two decades ago by Ana Couto from Rio de Janeiro, is expanding its operations and becoming a full-service agency. To carry out this plan, the designer hired 17 professionals and chose advertising executive Fernanda Galluzzi to lead the team. With extensive experience in the advertising market, Fernanda has worked at agencies such as NBS, where she was account director, and McCann and JWT, where she served as VP and general manager. She has been with Ana Couto Branding since 2015 structuring this project; currently, she is a partner and general communications director of the company.
The debut work of the new area is already live and was developed for Youse, the first 100% online and mobile insurance sales platform in the country. The strategy and execution of the communication for the tool's launch were handled by the new team at Ana Couto Branding. The film that marked the agency's debut in the new segment aired during the Fantástico program on TV Globo last Sunday. According to Ana Couto, with this move she hopes to deliver to her clients what she calls the third wave of branding. "Brands that, with a defined purpose, are relevant and can effectively contribute to people's lives, provoking engagement," she explains. For her, this is a new business model, different from that of a traditional advertising agency, since it delivers projects that integrate branding and communication. Fernanda adds that the idea is to work with the concept of "branding always on." "The brand strategy is always active and aligning business and communication. This vision breaks with the old mentality that branding is a one-off need, activated only at specific moments," she concludes.
Check out the first film created by the Ana Couto Branding team:
To read the original article published in Meio & Mensagem, access here.
