Petrópolis Group announces Young & Rubicam as its new advertising agency

4 April, 2012


SÃO PAULO — One of the biggest brewing groups in the country, Petrópolis, chose Young & Rubicam, an agency from the Newcomm Group and the market leader for 10 years, to take care of the advertising communication of its products. Among its goals, the new agency will face the challenge of strengthening the positioning of the Group’s brands, among which Crystal and Itaipava beers and the power drink TNT. This movement is part of the company’s strategy to confirm itself as the best Brazilian brewery. By the end of 2012, approximately R$ 162 million will be invested in marketing.

According to Douglas Costa, commercial, marketing and market-relations director for the Petrópolis Group, the choice for the agency is related to Young & Rubicam’s commercial-results vision. “What we noticed in the agency’s proposal, besides the creative vision, is that it presents similarities with Petrópolis Group’s idea of commercial results. We seek communication as a spport for strategies that generate sales and build strong brands in the

After eight years of work done by the incumbent agency Multi Solution, the company chose to promote an extensive bid, in which seven advertising agencies participated. “We received creative and very interesting proposals, but we chose Y&R for three main reasons: creativity, compliance with the marketing strategies and negotiation visions,” Costa explains.
To Roberto Justus, partner and president of the Newcomm Group, Y&R’s holding company in Brazil, it’s an honor to work for the Petrópolis Group. “I am very excited with the opportunity of working for the Petrópolis Group. Acting in such a competitive market such as brewery is a great challenge,” he comments.

Marcos Quintela, president at Y&R, adds that the arrival of Petrópolis brewery’s brands in Y&R’s portfolio is a great motivation for everyone in his team. “We are highly stimulated to work for the Petrópolis Group and act in the beer market, one of the segments we were seeking to complete our portfolio.”

For further information, please contact:
Gê Rocha, 55 11 3026-4560 / 3026-4400

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