GMB – It is not normal to see this type of event in Brazil. How do you rate the level of BiS SiGMA Americas?
Fernando Paz – Incredible. We went around the world and without detracting from the 2022 edition, this year BiS SiGMA took on unlimited and global proportions. I saw many players from all over the world who are not used to coming to Brazil in search of opportunities. It's to take the hat off.
Not only are they looking for opportunities, but KLEFER is also getting closer and closer to major international players!
For sure. KLEFER is in the same position as always, seeking new customers and retaining current ones. We had many conversations, new leads and meeting with friends. It's very interesting.
How has KLEFER's performance been in the last six months and what do you see ahead of this market growth?
In the last six months, here in Brazil, the challenge has been to find the best opportunities in a very competitive market. We have been able to bring tailor-made opportunities to clients according to their strategies. I think word of mouth has been key for us as an agency.
What are customers needing and looking for today? Sponsorships, ambassadors, digital media? What's going on with these customers?
It's a mix of everything. The gateway to Brazil is football, but as the market is so closed, operators are starting to look for other possibilities, such as brand ambassadors and activations. The out-of-the-box activations have generated good results and we are managing to deliver that.
Would you have a case to highlight at this moment regarding this type of activation?
Taking the performance that the street brings to the customer has been incredible. We've done a lot of work in communities, bars and around stadiums. This has brought good results for our clients, in addition to sponsorships. We have a client at Maracanã, for example, for whom we do all the media there and that is not the stadium's own media. And so the activations have been really cool.
In other words, a series of tools for both operators and platform developers!
Exactly. There are a number of tools. We always try to understand the “pains” of our clients in order to offer them the best strategy to achieve the expected results.
Source: Exclusive GMB
