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Robert Filshill – presidente do Grupo de Atendimento e diretor de Atendimento da Mullen Lowe Brasil

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Estabelecido em 2013 por alguns dos principais líderes do mercado publicitário, o Grupo de Atendimento (GA) completa cinco anos de atividades e também se consolida como uma entidade participativa entre os profissionais atuantes na indústria de comunicação. Tendo à frente Robert Filshill, diretor geral de Atendimento da Mullen Lowe Brasil, o GA inicia uma nova fase de olho na capacitação profissional de quem atua na área.

 

De olho nas novas gerações, o GA assinou parceria com a Berlin School of Creative Leadership, renovou parceria com a ESPM e ainda é patrocinador do Young Lions. Paralelo à isso, a entidade vem promovendo o Encontro com Líderes, realizado mensalmente, sempre na agência onde esse líder trabalha, e já trabalha no Summit 2018,  encontro anual com ampla programação voltada à valorização e evolução da atividade, marcado para o segundo semestre.

 

 

VoxNews – Já são 5 anos de Grupo de Atendimento e quais os principais desafios ainda a serem ultrapassados?

Robert Filshill – Nossa missão continua a mesma e é inalterável: formar os futuros líderes de atendimento da indústria de comunicação. Isso em si já é um desafio, na medida em que essa missão requer que estejamos sempre monitorando e atualizando os profissionais de atendimento frente às mudanças que ocorrem à nossa volta para mantê-los sempre na frente.

Neste momento no qual completamos 5 anos de existência, temos também como desafio fortalecer o Grupo de Atendimento, ganhando maior representatividade e relevância no mercado, trazendo profissionais de todas as especialidades e todos os tipos de agências, e desenhando cursos que atendam a todas às necessidades de nossos associados.


VoxNews – O GA acaba de firmar parceria com a Berlin School of Creative Leadership, renovou parceria com a ESPM e ainda é patrocinador do Young Lions. O que o GA quer passar para as novas gerações?

 

Robert Filshill – Queremos passar que, não importa o nível de senioridade e experiência dos profissionais, todos nós precisamos buscar a atualização e aperfeiçoamento profissional. Todos precisamos aprender, o tempo todo, em todos os níveis. Por isso, estamos trazendo o curso de Liderança Criativa da Berlin School, que é interessante e pertinente para o time mais sênior. Também desenvolvemos o Curso de Gestão com a ESPM Tech para o time de supervisores e gerentes. E realizamos os Encontros e Provocações voltados a todos os profissionais, além de levar os mais jovens para o Festival de Cannes. O GA não visa um único tipo de profissional de atendimento, e sim todos.

 

VoxNews – Ainda há uma agenda de encontros com líderes do mercado. Para quando está programada essa iniciativa?

Robert Filshill – O Encontro com Líderes é realizado mensalmente, sempre na agência onde esse líder trabalha. Tivemos, por exemplo, o Encontro realizado com o Pedro Cruz, CCO/COO da FCB Brasil. Foi uma manhã de pura inspiração para os associados do GA. Como nossa missão é formar os futuros líderes de atendimento da indústria, nada melhor do que conhecermos a trajetória das grandes referências do mercado. Para os próximos meses, já temos Encontros marcados com Antonio Fadiga, Nizan Guanaes e Luiz Lara. Cada um vai buscar sua maneira de inspirar os futuros líderes de atendimento. É simplesmente uma oportunidade única para todo associado.

 

VoxNews – Quais as principais vantagens oferecidas aos associados do GA?

 

Robert Filshill – A principal vantagem do Grupo de Atendimento pode ser resumida em uma única palavra: acesso. Nos Encontros, é acesso para ouvir, em primeira mão, tudo o que um grande líder da indústria tem a inspirar. Nas Provocações, é acesso a discutir temas relevantes e atuais, com profundidade. Nos cursos, é acesso a cursos de primeira linha, com metodologias diferenciadas. No Summit, é acesso a tendências, discussões pertinentes e cases sob a óptica do atendimento. No LinkedIn é acesso a opiniões e notícias importantes para nosso dia-a-dia. Em Mentoria, é aCESSO a sessões one-to-one com um diretor do GA.

 

Portanto, o que o associado do GA ganha, ao se associar por apenas R$250,00 por ano, é acesso a tudo isto. Sou suspeito, mas acho que é a melhor proposta que existe no mercado.

 

VoxNews – Como o GA analisa o mercado atualmente? Especificamente para quem atua ou pretende atuar na área de Atendimento.

 

Robert Filshill – Este é um tema recorrente nas nossas discussões, muitas vezes provocado pelas mudanças repentinas, as transformações mais viscerais, a pressão do dia-a-dia e tudo o que está acontecendo em torno de nós. Discordo daqueles que dizem que o mercado está ficando pior. Na realidade, ele está evoluindo, com mais criatividade, integração entre disciplinas e trabalho colaborativo. Estamos passando por uma fase difícil, sim, até porque mudar dói. Mas são transformações que estão fazendo o mercado evoluir, ser mais produtivo, colaborativo e criativo nos negócios. É fundamental evoluirmos junto com as mudanças, tanto as agências nos seus modelos de trabalho como nós profissionais de atendimento. Nada vai ser como era antes e precisamos desaprender para aprender de novo. Nesse cenário, o atendimento passa a ser o grande gestor de negócios, buscando receitas e resultados em várias frentes para seus clientes e para as agências onde atuam.

 

VoxNews – O GA ainda prepara uma pesquisa com foco no perfil e nas necessidades do novo profissional de Atendimento. Qual o principal objetivo desse estudo? Para quando está programada a divulgação do resultado?

 

Robert Filshill – O objetivo do estudo é montar uma agenda acadêmica cada vez mais relevante, ou seja, que atenda às necessidades de todos os atendimentos. Estamos, inclusive, desenhando o Curso de Gestão, que será realizado no segundo semestre deste ano. E o estudo vai nos nos ajudar a identificar os temas que vamos abordar nesse curso. Também vai servir de termômetro para avaliar o que fizemos nos últimos cinco anos, e nos ajudar a programar pelo menos os próximos dois anos.

 

VoxNews – Como o GA se vê nos próximos cinco anos?

Robert Filshill – Vemos o GA ganhando em representatividade, se tornando uma entidade mais forte, relevante e atuante, ajudando a indústria a evoluir na sua melhor forma. E vai melhorar nossa contribuição ao ambiente de trabalho através do aperfeiçoamento profissional.

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