The Globetrotter

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The Globetrotter

  1. 1. Fasten your seat belts------------------------|-| Fábio Viana Corporate Communication Globetrotter ---------------------------------------------------------|-|
  2. 2. The Globetrotter-------------------------|-|The concept behind theglobetrotter is related with aprofessional who “travels” in hisstrategic plans.The globe-trotter is someonewho wants to go beyond, and toreach this he uses all hisreferences gathered inpersonal, professional, and |-|-----------------------------------------------------------intelectual trips (that means: indifferent countries or throughstudies and experiences).
  3. 3. Timetable (Flight Schedules)---------------------------------------------|-| • To BRANDING – GER/2011 • To SOCIAL MEDIA – BRA/2011 • To STRATEGY COMMUNICATION – BRA/2011 • To BRANDING REPOSITIONING – BRA/2011 • To COPYWRITING – BRA/2011 • To EVENT PLANNING – BRA/2010 • To INTERNAL COMMUNICATIONS FOR NEW COMPANY VALUES – BRA/2011 • To COMMUNICATION STARTUP – BRA/ 2009 • To AUDIOVISUAL PRODUCTION– ITA/2008 • To INTERNATIONAL PRESS – NED/2011 - ITA/2007 • To NON-CONVENTIONAL MARKETING
  4. 4. TRIP: Branding-------------------------|-|Passenger: Garimpo Chic - (Online concept store)Year: 2011Trip: Concept, name, brand and portfolio developmentItinerary: "Garimpo Chic" means Gold Panning. The german-brazilian company asked me tomake a portolio to prospect new suppliers. The idea was to show the combination of luxuryconcept with e-commerce.Luggage: Concept, Name, Brand and Portfolio
  5. 5. TRIP: Branding-------------------------|-|
  6. 6. TRIP: Social Media-----------------------------|-|Passenger: Terrage Modas (Brazilian Souvenirs and Bikini Store)Year: 2011Trip: Business Plan focused on social media insertionItinerary: The store was object of my MBA Business Plan. Terrage accepted the challenge torenew its brands focusing on a social media repositioning. Facebook, Twitter and YouTubeaccounts were created to expose its products and a funny AD related with brazilian’s humorsense.Luggage: Business Plan and Social Media Management
  7. 7. TRIP: Social Media-----------------------------|-|
  8. 8. TRIP: Branding-------------------------|-| Passenger: Energisa Group/ Dom Cabral Foundation (Grupo Energisa/ Fundação Dom Cabral) Year: 2011 (still flying - in proccess) Trip: Concept, name and visual identity development of the Social Responsability project from Energisa Group (a partnership with a well known famous and business foundation in Brazil – Dom Cabral) Itinerary: In proccess and expected to finish before the end of the year Luggage: Concept, Name, Brand and Brand Guideliness
  9. 9. TRIP: Branding-------------------------|-|
  10. 10. TRIP: Social Media-------------------------|-|Passenger: Casulo Desenvolvimento (Cocoon Development)Year: 2011Trip: Concept, name, visual identity and portfolio developmentItinerary: The company name and logo were created from its 4 pilars as they established thereason of its business. The 4 elements were shaped together in a creative cocoon. From thismix the name and all visual concepts of the company originated, reminding oftransformation, evolutionLuggage: Concept, Name, Brand, Business Card and Portfolio
  11. 11. TRIP: Branding-------------------------|-|
  12. 12. TRIP: Strategy Communication-------------------------------------------------|-|Passenger: Energisa Group (Grupo Energisa)Year: 2010/2011Trip: Internal Communication Plan for its strategy for the next 3 yearsItinerary: The concept “Energy in all senses” was created, reminding both energy servicesthat the group offers as the ability of its employees to activate all their senses(vision, hearing, smelling, touching and tasting). Each sense was associated with one activityor position that the company desired from its employees in a way to reach the strategy in itsbest way.Luggage: Concept, Communication Plan, Event Planning, Communication Mix Design, Videoand Post-Event Pack
  13. 13. TRIP: Strategy Communication-------------------------------------------------|-|
  14. 14. TRIP: Branding Repositioning----------------------------------------------|-|Passenger: RM Infraestructure Solutions (RM Soluções em Infraestrutura)Year: 2011Trip: Internal Campaing to change IT department image within the companyItinerary: The challenge was to make the sector change its image to a more “human” andefficient one. For this, it was created the concept of “ IT for YOU”, which makes more sense inthe portuguese language baptized as “TI para TI”. The idea behind it was to show the sectorlike one is made by and for the employees. With the mix of communication tools used, theimage of one female employee was introduced – also to unmistify the idea that IT is anexclusive male sectorLuggage: Concept, E-mails Marketing, Internal Survey, Quizz and Communication toolscombined
  15. 15. TRIP: Branding Repositioning----------------------------------------------|-|
  16. 16. TRIP: Copywriting------------------------------|-|Passenger: Energisa Group (Grupo Energisa)Year: 2011Trip: Make a celebrative folder on behalf of its 10 years Management Strategic SystemanniversaryItinerary: A differentiated folder was created, guided through a fragmented timeline whichcould interact with the topics explained. The challenge was to communicate one subject seenfor some as “complicated” in a simple and attractive way.Luggage: Copywriting and Design.
  17. 17. TRIP: Copywriting------------------------------|-|
  18. 18. TRIP: Event Planning------------------------------------|-|Passenger: Energisa Groupa (Grupo Energisa)Year: 2010Trip: Best Practices Seminar PlanningItinerary: The challenge was to plan an event where the best practices of its employees(selected through an internal recognition program) should be exposed. In this way, theconcept was created “We don’t need to go to space to discover our stars”, reinforcing themeritocracy and also the “team feeling” (one star shines more when it is together with otherstars in a constellation). During the event, viral videos produced on purpose by the consultantin an amateur way (common cameras, simple editing) were also shown to the audience thatwith few resources and creativity they could also make a job well done.Luggage: Communication Plan, Visual Identity, Viral Videos and Magazine
  19. 19. TRIP: Event Planning------------------------------------|-| Communication Mix: invitations, videos and other jobs
  20. 20. TRIP: Event Planning------------------------------------|-|Post-event Magazine:
  21. 21. TRIP: Internal Communication for New Company Values-------------------------------------------------------------------------------------|-|Passenger: RM Infraestructure Solutions (RM Soluções em Infraestrutura)Year: 2010Trip: Internal Communication Strategy for welcoming new BranchesItinerary: Following the context of the previous slide, in parallel RM needed to strengthen itsinternal communication to welcome its new subsidiaries, and to communicate all the changesto its new employeesLuggage: Welcome Kit, Communication Mix: e-mailmarketing, posters, intranet launching, SMS, special newsletter, wallpaper and Road Show.
  22. 22. TRIP: Internal Communication for New Company Values-------------------------------------------------------------------------------------|-|Welcome Kit:
  23. 23. TRIP: Communication Department Startup-------------------------------------------------------------------|-|Passenger: RM Infraestructure Solutions (RM Soluções em Infraestrutura)Year: 2009/2010Trip: Establish Communication Department structure and deploymentItinerary: Communication Department of the companyLuggage: Department structure and deployment (Development of all sector politics andprocesses; General Communication Management); Event planning; Branding; Responsiblefor all media implementation (Home Page, Newspaper, Magazine, Newsletter, SMS andIntranet), Public Relations, Crisis Management and Life Quality/ Social Responsibilityprojects.
  24. 24. TRIP: Communication Department Startup-------------------------------------------------------------------|-| Communication Mix :
  25. 25. TRIP: Communication Department Startup-------------------------------------------------------------------|-|Communication Mix :
  26. 26. TRIP: Viral Video Production---------------------------------------------|-|Passenger: University of Rome “La Sapienza”Years: 2008Trip: Viral VideoItinerary: Production of parody of viral spot Dove Evolution. The job was awarded Video ofthe week in MTV Italy program Your Noise, following an exhibition on the German ChannelDW (Deutsche Welle). Today, the video is also a viral, being viewed by more than 150thousand people around the world and it was also shown as a video case in a podcast lastyear in New YorkLuggage: Viral Video
  27. 27. TRIP: Viral Video Production---------------------------------------------|-| http://www.youtube.com/watch?v=5iMTDPozuXU
  28. 28. TRIP: Pilot Program----------------------------------|-|Passenger: MTVYears: 2008Trip: TV ProgramItinerary: Following the succes of Fábio’s viral parody, MTV Italy invited him to be guest ofYour Noise program. Afterwards, he produced a pilot program entitled Girotondo (Aroundthe World), putting together in it friends from different parts of the globe.Luggage: Concept, screenplay, presentation and editing
  29. 29. TRIP: Pilot Program----------------------------------|-| http://www.youtube.com/watch?v=q1kjCPf1bqo
  30. 30. TRIP: Non-Conventional Marketing Columnist----------------------------------------------------------------------|-|Passenger: Nós da ComunicaçãoTrip: Fixed Columnist for this Corporate Communication WebsiteItinerary: The articles are about Non-Convetional Marketing and Corporate CommunicationStrategiesLuggage: Copywriting
  31. 31. TRIP: Non-Conventional Marketing Columnist----------------------------------------------------------------------|-| http://www.nosdacomunicacao.com/colunista_todos.asp?id=61&tipo=C
  32. 32. Globetrotter’s Luggage----------------------------------|-|Fábio Viana has a Master Degree in Communication andOrganisation by University of Rome “La Sapienza”, with final thesisfocused on Non-Conventional Marketing (through social networksand viral marketing). Currently, finishing an MBA in BusinessManagement by IBMEC Business School (Rio de Janeiro). Fábioalso has a Specialisation in Corporate Communication and |-|------------------------------Bachelor Degree in Journalism.With ten years of globetrotter experience in Italy, he was TradeMarketing Consultant with the National Public TV RAI. He alsoproduced a parody of a viral spot from Unilever (Dove) to hisMaster’s Defense that at the end was elected as “the video of theweek” by MTV Italy and also broadcasted by German TV DeutschWelle (DW). Currently he works in projects related to StrategicCommunication and until recently was Communication Manager inBrazil with Infraestructure Solutions company (Telecom andEnergy). Fábio is also a fixed columnist for the Brazilian CorporateCommunication website “Nós da Comunicação” (We fromCommunication) (www.noscomunicacao.com.br).

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