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Rodolfo Medina – presidente da Artplan

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No último Bola da Vez de 2017, o Voxnews traz um bate-papo com Rodolfo Medina, presidente da Artplan. O executivo fala sobre o novo posicionamento da agência com o lançamento de um hub de soluções de comunicação para os clientes e também da célula Key, que promete entregas de soluções de comunicação em 21 dias.
 
Também não poderia faltar na conversa um pouco da história da agência que completa 50 anos entre as 10 maiores do país, a criação do Rock In Rio, além das perpectivas para 2018. Confira.

 

VoxNews – São 50 anos. O que você pode citar de fatos marcantes da Artplan durante esses anos?

 

Rodolfo Medina – São 50 anos de muita história e projetos inovadores, sempre atentos e antecipando tendências de mercado. No início da década de 80, para impulsionar as vendas de uma marca de uísque no Brasil, a Artplan encheu o estádio do Maracanã com 140 mil pessoas em um show do Frank Sinatra. Em 1985, realizamos a primeira edição do Rock in Rio como plataforma de comunicação para marcas, que expandiu o festival até que se tornasse o maior evento de música do mundo. Anos depois, criamos para uma empresa de seguros a Árvore de Natal da Lagoa (Rodrigo de Freitas), no Rio de Janeiro, em 1996. Também trocamos as fachadas das agências do Banco do Brasil com nomes de clientes (como Banco do João, Banco da Maria) em 2007. Para a Niely em 2012, “alisamos” as curvas do calçadão de Copacabana. Tudo isso, claro, somado a muitas dezenas de campanhas, filmes, peças de mídia out of home, mídia indoor, spots de rádios e mídia impressa, como de costume.

 

Recentemente temos ainda três exemplos de cases socialmente relevantes que transmitem essa característica de comunicação multiplataforma da Artplan. O Dicionário de Gêneros, em parceria com o AfroReggae, é uma plataforma colaborativa para a inclusão de termos para gêneros existentes ou não oficialmente na nossa língua. Com a TIM Live criamos o Emoti Sounds, que é um plugin que permite uma nova associação cognitiva para pessoas com deficiência visual, trazendo emoção à interpretação das imagens dos emoticons (que até então eram lidos de maneira fria). E para a Amil, desenvolvemos a campanha Obesidade Infantil Não, com o objetivo de conscientizar os pais da importância de dizer não aos filhos, com minidoc, filmes, site e ações que têm feito muito sucesso e gerados milhões de cliques nas redes.

 

 

VoxNews – Um desses marcos é a criação do Rock in Rio. Pode-se dizer que o evento é o carro-chefe da Artplan?

 

Rodolfo Medina – Sim e não. Eu explico: sim, pois o Rock in Rio foi criado em 1985 dentro da Artplan como uma plataforma de comunicação para lançarmos uma marca para a Brahma. E não, uma vez que o evento ganhou tamanha importância e reconhecimento global ao longo dos anos que, desde 2001, ele passou a ser uma empresa independente dentro do Grupo Artplan.

 

Desta forma, podemos dizer que, hoje, o Rock in Rio é um grande cliente para a Artplan, pois somos nós que desenvolvemos todo o trabalho de comunicação da marca. Por exemplo, neste ano, além da comunicação que divulga o RIR, a Artplan montou uma das maiores operações para cobertura digital do evento. Ao todo, mais de 70 pessoas formaram a equipe da agência, em um bunker dentro da Cidade do Rock, batendo recorde de engajamento. O trabalho teve a missão de proporcionar experiências memoráveis para todos os públicos por meio de conteúdos inesquecíveis e que ampliassem ainda mais a experiência Rock in Rio. Assim, nossa atuação e a estratégia foram pensadas de acordo com perfil e público de cada canal: Facebook, Twitter, Instagram, Snapchat e YouTube. Conteúdo focado tanto em quem estava fora da Cidade do Rock, tangibilizando a experiência e gerando desejabilidade para as próximas edições, quanto para quem esteve in loco, ampliando a vivência no festival.

 

 

VoxNews – A agência tem uma meta de estar entre as mais desejadas até o ano de 2018. Essa meta passa por grande investimento e pelo crescimento do escritório de São Paulo?

 

Rodolfo Medina – Com certeza. Nós já tínhamos uma atuação na capital paulista, mas para focarmos nessa meta, voltamos ainda mais a atenção para nossa equipe de São Paulo. A chegada do Antonio Fadiga em 2014 como CEO do escritório paulista foi primordial para termos essa transformação, com novas ideias, modelos de negócios e uma prospecção muito forte. Mesmo em cenários econômicos não favoráveis, novas contas foram conquistadas, profissionais renomados chegaram, e com o investimento contínuo na gestão de pessoas, formaram-se os pontos fundamentais para o crescimento do escritório.

 

 

VoxNews – Sobre esse reposicionamento aos 50 anos. Qual o principal objetivo do lançamento do Key e do posicionamento como Hub?

 

Rodolfo Medina – No caso do Hub, deve ser encarado muito mais como gestão de relações, um modelo “conector de pontas”. O mercado está cada vez mais complexo, e nós acreditamos que temos a responsabilidade de sermos um parceiro estratégico para nossos clientes, auxiliando na relação com seus fornecedores ou até mesmo sugerindo novos parceiros, se necessário. Temos, também, com todo o suporte do nosso time de BI, o desafio de sermos receptores e acumuladores de dados, pois eles estão espalhados por muitos pontos de contato diferentes, e dessa forma, nós conseguimos garantir que a mensagem principal seja entregue de maneira eficaz.

 

O passo que demos em relação às movimentações das consultorias foi o lançamento do Key: uma célula de negócios focada em diagnósticos e soluções prototipadas para nossos clientes, no prazo máximo de 21 dias, e com remuneração 100% variável. Esse serviço é composto por um time multidisciplinar, como planejamento estratégico, tecnologia, design e negócios.

 

 

VoxNews – E como foi, para você, crescer dentro desse ambiente publicitário e chegar à presidência da agência?

 

Rodolfo Medina – Esse crescimento aconteceu de maneira muito natural pra mim, afinal, sempre acompanhei de perto o trabalho do Roberto Medina, meu pai. O assunto sempre me interessou e, aos poucos, fui entrando nas empresas do Grupo.

 

Primeiro pelo Rock in Rio, depois na Artplan, atuando na área de Novos Negócios e Atendimento, até que em 2006 me tornei o presidente da agência. É uma honra e uma grande responsabilidade dar continuidade a este legado iniciado há 50 anos e que ao longo da sua história tem crescido cada vez mais e conquistado mais espaço no mercado.

 

Os novos desafios aparecem a todo momento. Temos de ter um olhar atento e preparado para tudo que acontece ao nosso redor, nos trabalhos, na gestão interna, no mercado, na economia e nos consumidores. Não podemos ficar parados. Aqui na Artplan estamos sempre em movimento, desenvolvendo nossas ideias, novos modelos de negócios. Este é nosso desafio.

 

 

VoxNews – O que mais podemos esperar da Artplan em 2018?

 

Rodolfo Medina – Pretendemos continuar ganhando cada vez mais relevância e importância dentro das estratégias de comunicação e dos negócios dos nossos clientes, trazendo inovações, inclusive nos modelos de negócios, processos e uma equipe preparada e alinhada, que já está pensando os próximos anos da agência e as tendências que guiarão os passos de todo o mercado para tudo que está por vir. Esperamos também um crescimento gradual da agência, principalmente no mercado de São Paulo, e uma melhora na economia já para o ano que vem.

 

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