 Patricia Gogliara
Associate Media Director
McCann Erickson Brasil
Current Clients: Intel, MasterCard and American Airlines
Born: São Paulo, Brazil
Worked in: Brazil
Name an innovative idea or business solution for which you are most proud? I recently had the opportunity to develop an integrated campaign for a Special Event called Intel Mobility Week, which introduced the Centrino Duo (new chip) platform in Brazil. The Week’s purpose was to communicate and demonstrate the benefits of wireless technology in people’s lives, generate experimentation, and develop special Centrino Duo opportunities with the trade.
Using the core creative idea of “Mobility and Freedom,” a combination of traditional, alternative, emergent and digital media was employed to reach four key target groups. Tie-in events like the “first movie broadcasted by WiFi technology” and experience areas in the main park of São Paulo were also created with great success. This project received Brazil’s major Media Award (Prêmio de Mídia do Estadão) and won the first Intel Innovation Award.
Why do people see you as an innovator? Intel expects innovation, and each project challenges me to develop different or non-traditional communication channels to reach each of our targets.
What role does innovation play in your marketing strategy today? Innovation is fundamental to every project today. Brands need to generate relevant experiences and content to reinforce the relationship with their consumers.
What is the biggest challenge you face in applying innovative thinking to international projects? Despite our globally-connected, hi-tech world, it is still a challenge to intimately understand the relevance of each initiative for the consumer target in varying countries.
How would you characterize innovation in the work you do? In my work, innovation means always being open to different approaches and constantly reinventing what already exists in the traditional communication channels.
Personal Note: Patricia just gave birth to a new baby this July — a little ahead of schedule. Mother and child are doing just fine.
Contact: Patricia.Gogliara@mccann.com.br
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