Head of public relations at AlmapBBDO, the manager is one of the names behind the advertising campaign that ‘relaunched’ Elis Regina and promoted the meeting with her daughter Maria Rita; For executives, the role of PR has gained relevance in the business world in recent years
For the communications director AlmapBBDO, Fernanda Lopes, the role of Public Relations (PR) in the advertising market has gained greater relevance in recent years, which means that agencies and advertisers bring their executives to the table from the beginning of the creative process of campaigns.
“We’re talking about using creativity as a tool within the diffusion strategy. Because the more you spread a story, the more elements you have for it to become a problem in society. That’s why PR is starting to be called to the table to decide campaigns at the beginning of process”, explains Fernanda.
The manager is one of the names behind the “public relations” of the agency which, in 2023, was the creator of one of the most talked about advertising campaigns in the country, the meeting between mother and daughter between Elis Regina and Maria Rita in the commercial celebrating the 70th anniversary of the German car manufacturer Volkswagen. The communications manager arrived at AlmapBBDO just over two years ago. Previously he was responsible for communications for agencies such as AfricaLoducca and Leo Burnett, as well as having worked as a reporter for newspapers such as Estadao and in “Meio & Mensagem”.
In an interview with EstadaoFernanda Lopes commented on the evolution of the role of PR within agencieson the challenges of the profession in the creative market and also on the behind the scenes of the diffusion of advertising action on Elis Regina and Maria Ritawhich this year divided heated opinions, between those who loved the meeting between mother and daughter and those who “felt disrespected” by the film featuring the duo, which has already been viewed more than 33 million times on the YouTube channel of the car manufacturer.
Below are the main excerpts from the interview.
Like Mrs. Do you see any changes in the role of Public Relations in advertising agencies in recent years?
It has changed a lot in recent years and I have no doubt that it has changed “for the good”. I believe that the PR (public relations) market as a whole has become more appreciated in recent times, both outside and within agencies. I remember that when I started it was like this, you had to explain what it was and what it was for.
Today like investments, which are starting to pass through this sector. Because PR is about results and measuring business effectiveness. So, I think it’s definitely increased our relevance within organizations. So I’m talking to you from inside the creative market. Agencies have started to understand that PR needs to be present from the beginning of the creative process. There’s no point getting to the end and saying: publish it there.
Is PR in agencies starting to participate in the creative process?
Yes, but I still see market colleagues complaining about not being invited to these conversations. That’s why I believe there needs to be someone leading this conversation, like company management, who takes into account the importance of PR.
I have been at AlmapBBDO for two and a half years, more or less, and I realize that the topic has matured a lot. Because, at the end of the day, it’s about effectiveness that delivers results for customers. We’re talking about using creativity as a tool within your promotion strategy. Because the more you reverberate a story, the more elements you have for it to become a problem in society. Therefore, PR starts to be called to the table to decide on campaigns early in the creation process.
An example of the importance of PR involvement from the beginning is the relationship with investments. The customer’s money is one. Because sometimes we imagine that the best way to publicize a campaign would be to make a film, but in reality it would be an event for that initiative. If the PR is early in the process, he can discuss. We have already promoted campaigns which took place in the form of a parade. If you are not at the beginning of the discussion, there is no point in asking for funds at the end, because the investment decisions have already been made.
As well as the role of PR in agencies evolving in relation to clients, are they also starting to use PR in their business strategy?
I feel like clients are super mature and are bringing their internal PR people into this conversation to think about core strategies, which are conversations that we’ve had, from the beginning, with PR people involved in creating. And it is important that the client’s public relations team works together and join forces in advertising campaigns, because our strategies must speak. I think PR is no longer that part at the end of the operation, or used only for crisis management. The order is to avoid crises, and how can we do it? It brings greater diversity to the table, which includes diversity of areas, with PR in the conversation from the beginning of planning. The client understood that PR is not just tactical, but strategic.
Speaking of strategy. What was the process of creating the advertising campaign for Volkswagen with Elis Regina who was “recreated” with Artificial Intelligence tools when she met her daughter Maria Rita?
This was an idea that came together on its own. There was a strategy that involved different areas of the agency and the client. From the media, to customer service, to “live commerce”, because the first launch took place on the occasion of Volkswagen’s 70th anniversary event and the film was delivered to the five thousand guests, via Whatsapp, present. This was the first strategy. Then together with the Volkswagen PR we outlined the scenario of possible noises and what people might say, which revolved around music, the use of Artificial Intelligence and everything else. But what made this campaign go viral were the people, who represent the best possible advertising for the client’s results. There were hundreds of articles about this campaign. Some discuss the use of artificial intelligence, others talk about the music or branding.
Did the result of this campaign surprise the agency and the client?
We expected that the film would have a good response, but the final result surprised everyone. We spent more than a week among the most discussed topics on the internet. Whatever figure we were imagining was a far cry from the end result of this campaign.
In the end it was a commercial released on a Monday night and the next day it was the most watched film a week before our mass release on television, because everyone had already seen it. According to our calculations, there are more than 900 reports citing our Volkswagen case, more than two billion potential impacts on the Internet, 24 hours on “trending topics” on X (formerly Twitter), ranked first on “Google Trends ” and trending videos on YouTube.
Remember the campaign film.
Ms. She was one of the few communications executives who traveled to the French Riviera during the Cannes International Lions Festival, which also rewards public relations work. What does it take for other agencies, like Cannes Lions, to start seeing PR as something central to this awards process?
The first time I went to Cannes, in 2000, it was as a reporter and to cover the event. Since then, a lot has changed and for a long time Cannes Lions, in addition to highlighting the best creative works in the world, was perceived as a platform for content exchange and networking. And networking is a key part of PR work.
Within an agency that believes in the power of PR as a creative partner, it is also important that PR participates in the event, championing our ideas, networking, connecting our spokespersons with other decision makers, as well as the press, be it national or international. As for continuing to go to Cannes as PR, I have to give credit to my agency managers who understand the strategic importance of this work within our creative business. Of course, compared to colleagues from international agencies, our presence is still small, but I think the situation in Brazil should change over time.
Source: Terra
Rose James is a Gossipify movie and series reviewer known for her in-depth analysis and unique perspective on the latest releases. With a background in film studies, she provides engaging and informative reviews, and keeps readers up to date with industry trends and emerging talents.
