22 years leading sustainable business                                  in South America                                   ...
Good business                           Founded in October, 1989 by advertiser, journalist                                ...
Good business                       Four areas of activity                         1. Information and education           ...
Good business                       Who we’re helping to make Good BusinessTuesday, March 6, 12
Good business              Corporate social and environmental education               • Valor Econômico journal (the main ...
Good business                       Corporate social and environmental education                       • VCP - Votorantim ...
Good business                       Dialogues for Sustainability                       • Volkswagen Brazil                ...
Good business                       Corporate studies                       • ACCE - Brazilian Builders of Energy Plants A...
Good business                       Corporate studies                       • Fundação Martius de Ciência e Cultura       ...
Good business                       Support at public hearings                         Support to companies at public hear...
Good business                       Marketing supporting sustainability                       • Unibanco - Unibanco Ecolog...
Good business                       Marketing supporting sustainability                       • Bahia Sul Papel e Celulose...
Good business                       Programs management and outsourcing                       • Câmara de Comércio e Indús...
Good business                       Publications - writer and/or editor                       Report “Mauá University - 50...
Good business                       Publications - writer and/or editor                       Corporate profile “Agfa’s co...
Good business                          Publications - writer and/or editor                       • Research “Sustainabilit...
Good business                       Publications - writer and/or editor                       • Serie of special reports a...
Good business                       Publications - writer and/or editor                       • “Public Candidates Sheet” ...
Good business                   Publications - writer and/or editor                   • “Lessons of a youth participation ...
Good business                         Publications - writer and/or editor                       • “First Bienal of Ecotour...
Good business                         Publications - writer and/or editor                       • “Ecological Glossary”, t...
Good business                       Preparation of case studies and reports                       Researchm interwiews, wr...
Good business               R. Ruschel - journalistic               experience               Journalist for more than 30 y...
Good business              R. Ruschel - Executive experience              • Ruschel & Associados founder in october 1989  ...
Good business                       R. Ruschel - Teatching experience                       • ESPM/SP - Escola Superior de...
Good business                       Our values:                       • Holistic vision                       • Ethics and...
Good business                       Sustainable tourims                       • Director of FIECOTUR - International Ecoto...
MARKETING ECOLÓGICO                       Twenty-two years leading sustainbale                            business in Sout...
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Ruschel & Associados presentation

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Presentation of the Brazilian Ruschel & Associados Ltda, the pioneer consulting firm in marketing and communications to sustainability from South America

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Ruschel & Associados presentation

  1. 1. 22 years leading sustainable business in South America 1989 - 2011 MARKETING ECOLÓGICOTuesday, March 6, 12
  2. 2. Good business Founded in October, 1989 by advertiser, journalist and professor Rogerio R. Ruschel, Ruschel & Associados is the first consulting company specialized in marketing and communications services related to sustainability from South America. After 22 years of pioneering is an awarded creative intelligence “boutique”, and keeps the desirable profile to be a little, happy and dreamer family-owned organization.Tuesday, March 6, 12
  3. 3. Good business Four areas of activity 1. Information and education • Courses, seminars, contests and workshops • Communication and mobilization of supply chains, public hearings and stakeholders relationship 2. Corporate consulting • Special studies and research to support corporate decision-making • Management of organizations and third sector activities 3. Products and services marketing and communications • Business plans and marketing plans; writing case studies 4. Content • Journalistic, educational, special reports and annual reportsTuesday, March 6, 12
  4. 4. Good business Who we’re helping to make Good BusinessTuesday, March 6, 12
  5. 5. Good business Corporate social and environmental education • Valor Econômico journal (the main Brazilian economic daily) Partnership to develop an advocacy campaign to increase Private Social Investments (PSI) alongside shareholders and business leaders, with ads and internet site. First flight supported by Oi, the largest telecommunications company in BrazilTuesday, March 6, 12
  6. 6. Good business Corporate social and environmental education • VCP - Votorantim Celulose e Papel "PEA-Environmental Educational Program”. Between 1991 e 1999 - 5 awards • Volkswagen, Grupo Gerdau, Goodyear, Bayer, Banco Francês e Brasileiro, Câmara Alemã, WWF, Walmart, Agfa e SBS Lectures, courses, books, contests, games and other materials- 1991 to 2011 • ESPM - Advertising and Marketing Superior School - First course “Information in Ecoissues for Journalists” - in partnership with Press Magazine and 3 trade unions - 56 teatchers, 68 students - 1991 - First academic Sustainable Development module in post-graduation programs of the Americas - 1993Tuesday, March 6, 12
  7. 7. Good business Dialogues for Sustainability • Volkswagen Brazil “First Meeting Sustainability in the Supply chain” - 2008 • Walmart Brazil “Pact for sustainability - building the supply chain of the future”- 2009 to 2011 • Instituto Walmart “Workshop with stakeholders to redefining social investments” - 2010Tuesday, March 6, 12
  8. 8. Good business Corporate studies • ACCE - Brazilian Builders of Energy Plants Association “Feasibility of buildings dams in the Amazonian region, from the point of view of public opinion makers” - 1992 • SBS - Brazilian Silvicultural Society “Stablishment of governance and relationship policies with opinion makers and public opinion related to forests for pulp” - 2001 a 2003 • PricewaterHouseCoopers Opinion audit with environmental publishers and journalists to subsidize “Indicators of sustainability and CSR in the Brazilian steeel industry” - 2002Tuesday, March 6, 12
  9. 9. Good business Corporate studies • Fundação Martius de Ciência e Cultura Planning of an Environmental Educational Center in a historic site of the city of Guarujá, a associated effort of Henkel, Siemens, Degussa and Bavarian government - 1994 • WWF Brazil Facilitation of the “First Amazonian Forests Products Fair” held in Rio Branco, Acre State, and “consulting marketing over the counter” for organizations like Chico Mendes Association, small eco-producers, municipalities and indian producers - 1995 • Socicam - the Brazilian biggest manager of subways and bus terminals Review of the CSR Program and selection of Social and Environmental GRI Indicators - 2009/2010Tuesday, March 6, 12
  10. 10. Good business Support at public hearings Support to companies at public hearings in presentations of Environmental and Social Impact Studies (required by Brazilian law) with critical analysis, community ombudsman, coaching, and the application of a 60 points-checklist. • Votorantim Celulose e Papel (paper and cellulose plant - US$ 1,2 bi investment) • Vale do Rio Doce (nickel mining plant - US$ 2,8 bi investment) • International Paper (paper and cellulose plant - US$ 1,o bi investment) • Veracel (cellulose mill - US$ 1,6 bi investment)Tuesday, March 6, 12
  11. 11. Good business Marketing supporting sustainability • Unibanco - Unibanco Ecologia Institutional marketing - between 1994 and 1996 - 12 awards • Grupo Coimex Repositioning of Ecopalm, more sustainable palm - 6 awards and the first academic ecological case-study of Brazil - 1998 to 1999 • Sabesp (São Paulo State agency of environmental sanitation) Pilot project for World Bank on a new sanitation technology (wetlands) and price determination for reuse treated water for industrial use - 1997Tuesday, March 6, 12
  12. 12. Good business Marketing supporting sustainability • Bahia Sul Papel e Celulose - Suzano Group (2nd biggest worldwide cellulose producer) Research market trends in cellulose business with 120 importers from 26 countries to define a kind of “chlorine-free” product to be produced - 1996 • ADELG - Associação de Desenvolvimento do Leste do Guarujá Sustainable regional development project at São Paulo state- 2001/2002 • Community-based sustainable development project in the region of Vale do Âlcantara, in Sicily, Italy, with the creation of 3 sustainable tourism routes - 2005Tuesday, March 6, 12
  13. 13. Good business Programs management and outsourcing • Câmara de Comércio e Indústria Brasil-Alemanha (Brazilian-German Chamber of Commerce) Creation and management of “von Martius Sustainability Award”, one of the most importants awards in Brazil. Since 2.000 - in 11 years 1.721 cases were evaluated. • Bayer and UNEP Executive secretary to the Brazilian chapter of international “Bayer/UNEP Young Environmental Envoy Program”. Between 2006 and 2009 - 146 projects were evaluated. • IBV - Instituto Brasil Verdade (NGO dedicated to citizenship education) Executive direction for a big number of citizenship programas, including the first “candidate research” of Brazil, in partnership with the Vote Counscious Movement - 2 awards - between 2002 and 2010Tuesday, March 6, 12
  14. 14. Good business Publications - writer and/or editor Report “Mauá University - 50 years of innovation, running for sustainability” to Instituto Mauá de Tecnologia - editor, 2011 Report “Sustainability End-to-End” to Walmart Brasil - writer and editor, 2011 ! Environmental and Social Studies - 4 studies to the program “ para o programa “Map of Innovative Solutions”, to Instituto Walmart and Ashoka - editor, 2011Tuesday, March 6, 12
  15. 15. Good business Publications - writer and/or editor Corporate profile “Agfa’s commitment and contributions to globally sustainable graphics and printing” to Agfa Latin America - writer and editor, 2011 ! Environmental and Social study “Women - a diagnosis of female participation in the Brazilian economy ” to the Walmart Brazil’s “Dialogs for sustainability Program” - editor, 2010 Corporate profile of the advocay corporate and social movement “+Women360”, for Walmart Brazil , editor, 2010Tuesday, March 6, 12
  16. 16. Good business Publications - writer and/or editor • Research “Sustainability here and now” to Brazilian Ministry of Environment - editor, 2010 • “Recycle, let’s go togheter” - Environmental education booklets for Reciclanip, the project of recycling waste tires, to Brazilian Association of Pneumatic IndustryTuesday, March 6, 12
  17. 17. Good business Publications - writer and/or editor • Serie of special reports about “Amazônia”, “Packaging”, “End-to-End”, “Fishing indusgtry” e “Production chains” to “Walmart Brazil’s Pact for sustainability - building the supply chain fo the future”, editor, from 2009 to 2011Tuesday, March 6, 12
  18. 18. Good business Publications - writer and/or editor • “Public Candidates Sheet” – the profile of 190 candidates for mayor and community representatives of the city of Guarujá-SP, in the 2008 elections; the first research to help voters to choose best candidates in Brazil. Partnership with the Vote Conscious Movement - writer and editor, 40.000 samples, 2008 • “Vida sustentável” - Sustainable Life, educational booklet to Volkswagen Brazil, writer, 2010Tuesday, March 6, 12
  19. 19. Good business Publications - writer and/or editor • “Lessons of a youth participation – memory of the first 5 years of the Bayer/UNEP Young Environmental Envoy Program”, writer and editor - 2008, • “BenchMais – The best As 85 bets practices in social and environmental management in Brazil”, co-writer and co-editor, 2007, • “Running to sustainable development - the memory of the first 5 years of the von Martius Sustainable Award", writer and editor, 2005Tuesday, March 6, 12
  20. 20. Good business Publications - writer and/or editor • “First Bienal of Ecotourism de Canela - research and setorial agenda”, to WWF-Brazil, 1995 • "The Ruschel Ecology Guide", writer, 1992, to Editora Europa Publishing Company, 30.000 exemplaresTuesday, March 6, 12
  21. 21. Good business Publications - writer and/or editor • “Ecological Glossary”, the first Brazilian guide-to-work for journalists in Brazil. Portuguese and English versions. The English version was dsitributed to the 4.500 international journalists that coverede the Rio-92. Writer, 1992 • "Marketing handbook of Forests Products”, (co-writer), to The Futures Group and USAID - United States Agency for International Development , 1994 • Technical review, editorial and adaptation of the Brazilian editions of the McGraw Hill books "Green marketing", "Community Recycling" and "Public Marketing”, 1992 a 1994Tuesday, March 6, 12
  22. 22. Good business Preparation of case studies and reports Researchm interwiews, writing, design and edition of case studies to contests and annual reports wirh awarded work to companies like: • Banco Bradesco • Vale S.A. / Fundo Vale • Votorantim - Votorantim Metais • Coimex Agrícola • Fundação SOS Mata Atlântica • Walmart Brasil • Banco do Brasil • Itau - Unibanco • CargillTuesday, March 6, 12
  23. 23. Good business R. Ruschel - journalistic experience Journalist for more than 30 years; 18 years especialized in environment, citizenship, sustainable development and sustainable tourism. Highlights: • Editor of internet magazine “Business do Bem” (Good business), with 300.000 readers • Editor of Natural Environment at Industrial Environment Magazine • Member of Editorial Board at Envolverde and REBIA - Brazilian Network of Environmental InformationTuesday, March 6, 12
  24. 24. Good business R. Ruschel - Executive experience • Ruschel & Associados founder in october 1989 • Hornell Ltda (2 anos) Brazilian CEO of the swedish company Hornell producer of personal equipment of high technology • Propeg Group (3 anos) Planning Vice-President at Propeg Advertising; Director of the Propeg Brazil holding • Ogilvy Group (14 anos) Writer, creation director and planning director of Ogilvy Advertising, Ogilvy Public Relations and Ogilvy Direct MarketingTuesday, March 6, 12
  25. 25. Good business R. Ruschel - Teatching experience • ESPM/SP - Escola Superior de Propaganda e Marketing (1984 to 1996) Communication Planning and Public Relations Planning Professor at the Post-graduation (6 anos) and Graduation Programs (8 anos) • Faculdade de Comunicação Social da PUC-RS (1978 to 1983) Communication Planning Professor (6 anos) • Escola Superior de Turismo e Hotelaria do SENAC - SP (1994 to 1999) Co-founder, professor of "Marketing and Communication" and coordinator of the first Post- graduation in sustainable Tourism in Brazil (5 anos)Tuesday, March 6, 12
  26. 26. Good business Our values: • Holistic vision • Ethics and responsability • Solution-focused • Partnership work • Beliefs in continuous improvment • Creativity, agility and versatilityTuesday, March 6, 12
  27. 27. Good business Sustainable tourims • Director of FIECOTUR - International Ecotourism Fair Carried out between 2002 and 2005 at São Paulo - 36.000 visitors • State Secretariat of Tourism of Ceará Implementation of the “Pole Monumental Ecotourism Monumental Valley of Ceará - 1997 • Inter-american Development Bank and Brazilian Government “Marketing strategy for the exploitation of ecotourism potential of the state of Tocantgins” - 2001 • Director of “Bienal de Ecoturismo de Canela/RS”, Organization of the first Brazilian Ecotourism Fair with the WWF’s support, 1994Tuesday, March 6, 12
  28. 28. MARKETING ECOLÓGICO Twenty-two years leading sustainbale business in South America +55-11-4702-9006 rogerio@ruscheleassociados.com.br www.ruscheleassociados.com.brTuesday, March 6, 12
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