Lean Agency was founded in 2019 in Recife, Pernambuco, by partners Newton Neto and Lucas Gasull and in only five years it has established itself as a reference in communication strategies. The company has created and developed featured actions and campaigns for both nationally renowned brands, such as Betnacional and Centro de Ensino Grau Técnico, and for businesses with regional operations, such as Indústrias Becker in the Northeast.
The team, made up of over 100 professionals divided into areas such as Influencer Marketing Management, Advertising, Design and Data Management, specializes in multidisciplinary work that encompasses branding, creativity and performance, including planning, promotion, production, customer service, creation, media and influencer marketing.
Anselmo Albuquerque is taking on the role of CEO in the team with the goal of driving the agency's growth and accelerating the implementation of AI. He joins Danilo França, Vice President of Strategy and Data, Rodrigo Ramos, Vice President of Business and Operations, and Nilo Thiago, Vice President of Creation, in the agency's management structure.
The services also include a Strategy and Data department, formed to add research and Business Intelligence (BI) to the deliveries. This is a business area that has received large-scale investment, especially from 2023 onwards, and which has earned LEAN recognition as one of the largest investors in data in the North and Northeast regions of Brazil.
This means that its large data and information structure covers everything from consumer habits and behavior to monitoring competitors in all segments, which qualifies it as a strategic partner for any business that aims to improve brand presence, market penetration and sales conversion.
''We have on maps that provide us with data on people flows, income and a range of information that can guide the choice of a POS or outdoor media, in addition to radio, TV (open and closed) audience and digital trends, thus expanding the generation of intelligence for companies,” explains Danilo França, VP of Strategy and Data at Lean Agency.
"All this volume of data and information is transformed into insights and strategic directions through the analyses of a prepared and careful team, thus ensuring precise and impactful results for our clients," he concludes.
The list of brands that benefit from this way of operating that simplifies structures, processes and data; combines strategies, ideas and skills; and that creates standards and values ??includes Betnacional, Pagbet.com, Betpix, Indústrias Becker, Cast Futebol Clube, Be Work, Bremen, AWM Engenharia, NSX Sportsbetting, Nacional Tênis Clube, Nature Mix, among others.
A case study that reflects its positioning as an agency that thinks before it acts and combines simplicity and data to deliver creative strategies is the one developed for Centro de Ensino Grau Técnico. With a department dedicated to influencer marketing management, LEAN led the process, ensuring that the campaign boosted the recruitment of new students not only by selecting suitable content creators, but in a coordinated manner with media and data to propose a different distribution logic.
This is because, on the one hand, the entire campaign funnel was designed, from the first awareness and awareness promotion to the conversion into leads. On the other hand, the messages that needed to be delivered at each of these moments were defined. And, finally, the formatting of the channel strategy permeated by the possibilities of programmatic media.
For Betnacional, a company of the NSX Group, LEAN has been responsible since 2021 for developing and executing communication and marketing strategies and implementing advertising campaigns with great national impact, managing the brand's digital presence, creating content projects and brand experiences.
With these deliveries, the agency recently won recognition at the 2023 North-Northeast Columnists Awards, with a gold medal in the film category and another in the technical category with the campaign "A Bet dos Brasileiros, A Bet do Vini Jr"; a gold in the technical category with "O Lado B da Lud"; a silver in promotional action or Live Marketing with "Superbowl Pernambucano"; and a bronze in the same category with "Tardezinha Com A Bet".
Check out other campaigns that LEAN has signed:
* 'Frente a Frente' content project
The content project, created by Lean Agency for Betnacional, brought together two of its ambassadors and Brazilian idols for an exclusive interview that marks the launch of the "Frente a Frente" (Face to Face) project. Vini Jr. and Galvão Bueno met for a chat about what goes on behind the scenes in the world of football.
* Action - 'O Vencedor'
Betnacional launched a campaign celebrating the career of Brazilian player Vinicius Jr., using the song "O Vencedor" by singer Thiaguinho as the soundtrack. The campaign highlights Vinicius Jr., who was voted the best player in the Champions League, and whose decisive goal secured the title for Real Madrid in the UEFA Champions League final on Saturday, June 1. Created by Lean Agency, the film aims to bring an impactful narrative, emphasizing the athlete's achievements and his successful trajectory.
* Betnacional Campaign - 2024 Pernambuco Championship Final
During the 2024 Pernambuco Championship final, Betnacional made fans look up at the sky in its "Olhe para o Alto" (Look Up) promotional campaign at Arena Pernambuco. The campaign, designed by Lean Agency, was a memorable experience for fans.
In partnership with Globo, the campaign began with Tiago Medeiros, host of the Carona do GE segment on Globo Esporte, who spoke with two idol players from each team to talk about the championship finals, and took the opportunity to hand the ball back to the plane pilot. Before the game, the host received it back from one of the skydivers before the match.
* Betnacional Campaign - 2024 Carioca Championship
The 2024 Carioca Championship recorded the highest average attendance among the country's state championships. During this final, a promotional campaign by Betnacional managed to take advantage of the event's visibility and engagement to maximize the brand's impact. The work involved Matheus Gonze, known as the "Mlk dos Estádios", who interacted with and interviewed fans on the way to the game. In addition, fans of both finalist teams, Flamengo and Nova Iguaçu, were invited to participate in a goal kicking experience and watch the game from the company's box at Maracanã.
* Launch of the new service - Live Cassino Show
Betnacional expanded its entertainment options with the launch of Cassino, a new experience for its users. To celebrate this news, the brand held the first edition of the live Cassino Show. Lean was responsible for developing a comprehensive strategy to promote the event in several cities across the country. In addition, the agency was in charge of the production and broadcast of the live broadcast, ensuring a fluid and high-quality event. Cassino Show featured the participation of presenter Otaviano Costa, along with guests and influencers Gretchen, Fiuk and Priscila Senna.
* Betnacional Carnival actions
In Olinda, the betting house was responsible for sponsoring Seu Tchetcho's VIP area, with LEAN in charge of developing the space's signage and activations.
* 'Fervo da Lud' - actions at the Rio de Janeiro and Salvador Carnival
'Fervo da Lud' (Brazilian singer), sponsored by Betnacional, attracted millions of revelers to the streets of Salvador and Rio de Janeiro. LEAN developed activations and actions in Rio, the focus being on one of the electric trios sponsored by Betnacional, which featured the presence of brand ambassadors and a shower of soap bubbles in line with the event's visual identity. In addition to the distribution of gifts and several interactive activations.
* Pagbet
Lean was nominated for the award for the campaign "Acertou. Tá Pago" (You got it right. It's paid!) for another betting house of the NSX Group, Pagbet, in the shortlist of Lisbon International Advertising, an award that celebrates the best advertising work in the world.
* Betpix: 2023 Campaign with Sérgio Mallandro
Lean developed Betpix's 2023 campaign, with the aim of highlighting the platform's accessibility and broad audience. With the motto "the platform is for everyone", the campaign emphasized that Betpix serves everyone from fans of their favorite teams to those who believe in luck and value the option of immediate withdrawal. Presenter and comedian Sérgio Mallandro was chosen as the face of the campaign, bringing his charismatic personality to attract and engage the public.
* Instituto Vini.Jr (2023): ‘ Racismo. Não finja que não vê’ campaign
In partnership with Instituto Vini Jr., they developed an initiative launched in celebration of Black Awareness Day, which supported the anti-racism campaign of Real Madrid player Vinícius Júnior, also an ambassador for Betnacional. With billboards and media spread throughout all Brazilian capitals, in addition to an exhibition in New York, the campaign conveyed the message: "Racismo, não finja que não vê" (Racism, don't pretend you don't see it).
The campaign utilized a total of 124 LED panels, 1,781 screens, 22 bus doors, 10 backbuses, 1 frontlight, 1 field LED, 30 clocks, 21 billboards, and 2 wall banners, totaling 2,032 media placements. The initiative was a result of a partnership between LEAN agency and the OOH media provider, Itabus.
More information at https://lean.ag/
Source: GMB
