Since 2011, as the main sponsor of Rock in Rio music festival, Itaú didn't reach the goal as it was a complex project (festival relationship and brand striving with 10 others sponsors).
Develop trusted, relied-upon relationships with creative staff and effectively partner with them in the creative development process.
For the 2017 edition, I was the Head the project and manage a collaborative cross-functional squad (communications to operations). The mix of exploring all deliveries of the contract and developing detailed research of the festival's niche, we achieved a historical milestone, with the best brand result ever, proven by data research:
. Top of mind for the 1st time, with 96% of recall
. 5x more earned value in spontaneous media
. Brand Engagement
. Top Brand Preference
. Improved online presence with 90% share of voice
0 likes · 25 views · Apr 10, 2023
Strategy developed and executed an integrated marketing campaign for Itaú, resulting in the best brand awareness ever.