Carrefour Brazil Chooses F/Nazca Saatchi & Saatchi

SAO PAULO - Carrefour, the leader in the supermarket retail segment in Brazil, has chosen F/Nazca Saatchi & Saatchi, under the management of Fabio Fernandes, to handle its advertising account.  The win, which comes as part of the global alignment into Publicis Groupe announced in January, includes communications for Carrefour's superstores, supermarkets, convenience stores and services business units, and will commence July 1st.

According to Rodrigo Lacerda, Carrefour's Corporate Marketing Director, there were several reasons leading up to the selection of F/Nazca Saatchi & Saatchi.  They include the similarity with the work that has been developed by Almap/BBDO, which will provide a cultural continuity; the agency's history and portfolio, which contain cases related to building and positioning strong brands; and its talent in differentiating brands within very competitive market segments, such as banks and beers.

Another decisive factor was the agency's creative focus, which keeps it in the top rankings for the industry and, given the international alignment perspective, its experience as a creative center supplying other countries.

The partner network that works with Carrefour regionally in Brazil should remain intact - these are thirteen interconnected agencies that serve close to thirty different Brazilian regions.

Regarding the positioning of the Carrefour brand in Brazil, Lacerda adds that the whole retail sector must live through this difficult moment, which will require creativity and reinvention from the large chains.  Therefore, a new global platform is being discussed in the company by a multi-disciplinary group that includes representatives from Europe, Asia and Latin America, including Brazil.

Directives from headquarters will be adopted based on this group's work, seeking a qualitative jump that promotes differentiation through innovative attributes, cutting edge actions and brand strength, while taking into account aspects of the work being developed in each country to strengthen the Carrefour brand.  "For four years Carrefour has been top of mind, among the most recalled brands in the country.  It has also stood out as one of the companies with the best remembered advertising.  For that reason it is important that the local characteristics be respected.  However, we don't just want to be the market share leader - we want intellectual leadership, to ensure sustainable growth," states Lacerda.

Celebrating winning the account, F/Nazca Saatchi & Saatchi's Fabio Fernandes states that, "Carrefour is revolutionizing retail management, and we humbly expect to help them revolutionize the communication in this industry."

"For me and for F/Nazca Saatchi & Saatchi, earning Carrefour's trust is a reason for pride and is very stimulating," continues Fernandes.  "Any agency in the world would give its entire existence to work with this brand.  As we will give ours."


Call for Entries: Saatchi & Saatchi New Creators Showcase

News

Today, Saatchi & Saatchi invites candidates from around the world to submit creative work for the 2019 New Creators Showcase (NCS), held at Cannes Lions International Festival of Creativity in France. Previously known as New Directors' Showcase, and open to all creative talent, Saatchi & Saatchi invites the very best directors, makers and creators to submit film work for this…

FORBES magazine names Legacy in the Making by Mark Miller and Lucas Conley (McGraw-Hill) as one of the “Top 10 Business Books for 2018

News

Launched in 2012, Team One’s The Legacy Lab™ is a thought-leadership platform exploring the dynamics of long-term brand building in a short-term world. The Legacy Lab has researched influential brands including The Bluebird Cafe, It Gets Better Project, Girls Who Code, The Ritz-Carlton Hotel Company, The Championships, Wimbledon and Taylor Guitars among others, and publishes many of its learnings online.…

Guillermo Vega joins Saatchi & Saatchi London as Chief Creative Officer

News

Saatchi & Saatchi London has hired Guillermo Vega, the former ECD of 72andSunny New York, as its Chief Creative Officer. Joining on October 1, Vega will lead the agency’s creative department and build on its existing creative success. His appointment completes the Saatchi & Saatchi London management team, alongside Sam Hawkey (Chief Operating Officer), Richard Huntington (Chief Strategy Officer) and…

Saatchi & Saatchi New York Appoints Taras Wayner as Chief Creative Officer

News

Saatchi & Saatchi New York has announced the appointment of Taras Wayner as Chief Creative Officer, effective September 1st. Wayner will oversee all creative communications across the agency’s client roster, which includes Walmart, Procter & Gamble, USAA and NDSS, and will play a key role in further developing the agency’s creative talent. “The moment I met Taras I knew he…

Saatchi & Saatchi win 17 awards at Cannes 2018

News

Cannes Lions 2018 saw Saatchi & Saatchi offices around the network pick up a total of 17 awards. The wins were split across Saatchi & Saatchi New York, Saatchi & Saatchi LA, Saatchi & Saatchi New Zealand, Saatchi & Saatchi Germany and F/Nazca Saatchi & Saatchi Brazil. Winning clients were Tide, National Down Syndrome Society, Toyota, Elanco, Sadia and the…

Saatchi & Saatchi Croatia Re-energizes With New Creative Appointments

News

Publicis One Croatia today announces the appointment of three award-winning creative talents to Saatchi & Saatchi, promoting growth and creative excellence goals in Croatia and throughout the Adriatic. The three new appointments, who have extensive creative experience, will spearhead a re-energizing process of the agency in Croatia. Appointed are Ivan Tanić, who joins as Creative Director, Nebojša Cvetković as Art…

Saatchi & Saatchi New Zealand wins global Tourism Fiji account

News

Saatchi & Saatchi New Zealand has been appointed as Tourism Fiji’s global brand agency of record, following a selection process and creative pitch that began in mid 2017. Saatchi & Saatchi will lead the creation of a revitalised brand platform and global campaign to attract visitors to Fiji from all over the world, focusing on key markets – Australia, New…

Saatchi & Saatchi Shanghai wins Kraft Heinz China’s Creative Business

News

Kraft Heinz China recently appointed Saatchi & Saatchi Shanghai as their lead creative agency in China for all Kraft Heinz brand categories. Saatchi & Saatchi Shanghai won this business after a fierce multi-way pitch against other agencies over the past months. Saatchi & Saatchi Shanghai will lead creative services for all brands under the Kraft Heinz China umbrella. This covers…

Saatchi & Saatchi London named 'The Best and Bravest Agency on the Planet' by Contagious Magazine

News

Saatchi & Saatchi London have been named ‘The Best and Bravest Agency on the Planet’ by Contagious Magazine after topping their 2018 Contagious Pioneers agency rankings. The list recognises the top ten agencies round the world who consistently set the standard for creativity, innovation and excellence in marketing. The Contagious Pioneers list is based on an analysis of the Contagious I/O intelligence…

Seeds&Chips and Saatchi & Saatchi Italy partner to address the future of the food industry

News

Seeds&Chips, The Global Food Innovation Summit founded by Marco Gualtieri, has appointed Saatchi & Saatchi to handle its advertising for their next event scheduled in Milan from 7th to 10th of May 2018. Seeds&Chips, now in its fourth year, has become a point of reference within the food industry for food innovation. The yearly summit held in Milan, showcases the…