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London plays host to Brazilian Corporate Communications Day: Delegates explore how brands are reinventing themselves in Brazil

October 25, 2012


In September 2012, the 2nd Brazilian Corporate Communications Day in London brought together communicators from five of the leading companies operating in Brazil to present important Brazilian strategies and business communication initiatives to an audience of executives, entrepreneurs, teachers, researchers and media representatives. The Brazilian Corporate Communications Day series was launched in 2012 showcase quality and excellence of Brazilian communication techniques and strategies to the wider global community.


This year, some of the companies that best represent Brazil were on hand. Major sponsor Petrobras was alongside Vale, Itau Unibanco and HSBC, companies that also sponsored and lectured. Diageo, Embraer and Millward Brown Optimor completed the list of speakers.


Vale discussed the importance of recognising sustainable performance as the focus of the company's communications, which works to strengthen the positive image of the Brazilian businesses, preserving the authenticity of the company and of the country.


On the other hand, Itaú presented the strategy of strengthening the image, bringing together identity, brand, image and reputation. At the bank, the positioning strategy works inside and outside the organisation so that the planning is not only for presentation but for business transformation.


One of the pioneers in the internationalization processes of Brazil, Embraer, showed how pioneering has been highlighted in the company in all the business decisions, positioning the company as one of the most innovative in the world. As one of the largest companies in Brazil, maintaining this position of innovation and sustainability requires a communication plan capable of engaging deeply suppliers throughout the whole chain, employees and community and also communicates Brazilian values, incorporating them to international contexts in which it operates.


A session with London based companies based showed how to build communication in a rapidly growing market. For HSBC Brazil, effective communication is an important part of supporting leadership, articulating consistent key messages as changes, staff reductions and reformulations are central concerns of an internal communication approach that needs to articulate and filter rumors, transparently aligning stakeholder groups.


To face the difficulty of communicating the company beyond the brands, Diageo develops a range of international programs and activities based on triple bottom line, reinforcing a cycle of effective communication. The digital environment offers the main channels for communication with the public, as they ensure greater effectiveness with younger internal audiences and dissemination, crucial for the company. Diageo recently acquired Ypióca, one of the most traditional Brazilian producer of Cachaça. To drive the process, communicators worked with the concepts of union, growth, the pride of the national product and the genuinely Brazilian brand. Simultaneously, employee engagement was crucial to the success of the transition.


Finally, the study BrandZ: Top 50 Most Valuable Brands 2012 Latin American, Millward Brown Optimor, opened a debate about the most valuable companies in Brazil, which was highlighted in the study.


While I'm writing this article, we are finalizing the organization of the Portugal edition. This year we still have an edition in Milan (22/11) and in 2013 we will be contemplating an even greater network, promoting globally the expertise of communications of the country, and advocating for the development of professionals in this area. Overcoming the attendance record of 2011, the 2nd Brazilian Corporate Communications Day London presented an even greater demand and more qualified. This trend reaffirms the growing interest of corporations and international institutions in Brazil and in its expertise, which results from our diversity and creativity in face of multiple variables in a Country giant by nature.



* Paulo Nassar, Ph.D - President and General Director of Aberje  (Brazilian Association for Business Communication), Professor and coordinator of the Public Relations Program (School of Communications and Arts) at the University of São Paulo. Is visiting professor at IULM (Milan, Italy), where attends the postdoctoral. Nassar was honored in 2012 with the Atlas Award for Lifetime Achievement in International Public Relations by PRSA.