Internalization of Folha de S.Paulo’s Marketing and Communications Operations
For many years, Folha de S.Paulo managed its advertising and communications activities through a partnership with Africa Creative, one of the country’s leading advertising agencies.
As market dynamics evolved and the need for greater agility in campaign development and communication production increased, an opportunity emerged to rethink this model and build an internal structure capable of supporting the company’s communication needs in a more integrated and responsive way.
I led the design and implementation of this transition, which involved creating a new operational structure to support the marketing and communications activities of Folha de S.Paulo and the other business units within Grupo Folha.
The project included the definition of new processes, recruitment and integration of specialized professionals, development of workflows, supplier management, and the redistribution of responsibilities that had previously been concentrated within the external agency.
The new operation brought together capabilities in creative development, copywriting, media planning, and project management, while maintaining the flexibility to engage external specialists for specific needs such as audiovisual production, illustration, and special projects.
Beyond the structural changes, the new model created closer collaboration between teams involved in communication initiatives, increasing execution speed, improving understanding of business objectives, and strengthening alignment across departments.
The project represented a significant transformation in the way marketing and communications were produced within the organization, establishing a more integrated operation that was better aligned with business needs and capable of responding more quickly to market demands.