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Advisor(s)
Abstract(s)
O presente trabalho de investigação tem por base o estágio realizado na agência de
comunicação Ogilvy Portugal, em particular no departamento de relações públicas, onde
adquirimos um conhecimento prático das funções que se prendem com o desenvolvimento
das marcas e sua projeção, nomeadamente assessoria de imprensa e ativação da marca.
Este período de estágio proporcionou, entre outros, o contacto com o tema Comunicação
360º, um tema que, até à data, desconhecíamos. Assim sendo, em razão do interesse e
curiosidade que nos suscitou, optámos por explorar a aplicação deste novo conceito no
mercado das agências e marcas. Contudo, observámos que sendo um conceito inovador e,
por conseguinte, implementado em poucas agências e empresas, são poucos os estudos que
versam sobre esta matéria. Pretendemos por este meio dar um contributo para o
aprofundamento deste novo conceito. A opção de trabalhar este tema abriu-nos a
possibilidade de abordar a totalidade das áreas trabalhadas na agência multinacional
Ogilvy, e de aprofundar a comunicação interdepartamental, o que nos deu um
entendimento prático das funções e responsabilidades inerentes a cada área
individualmente, bem como do que subjaz às reuniões interdepartamentais, a saber, o
processo de discussão de diferentes ideias entre elementos que têm um objetivo comum e
abrangente, dando assim lugar à comunicação 360º.
A comunicação 360º tem-se destacado como uma boa ferramenta comunicacional onde
todas áreas que constituem as agências de comunicação interagem para trabalhar a melhor
projeção das marcas. Atualmente, as empresas (marcas) e agências tomam cada vez mais
consciência de que uma comunicação 360º é tão ou mais importante do que os restantes
processos comunicacionais individuais que se estabelecem externamente com os mais
variados stakeholders.
O presente relatório visa principalmente esclarecer e aprofundar o conceito de
comunicação 360º e a sua importância para o sucesso das marcas. Mais especificamente, a
forma como se articula e se coordena esta estratégia que integra diversas áreas exigindo, ao
mesmo tempo, uma coerência comunicacional e, também, uma forte abrangência. Nesse
sentido, e de forma a dar seguimento aos objetivos a que nos propomos, recorremos a um
conjunto de autores e às suas respetivas abordagens teóricas relativamente ao tema. Elaboramos igualmente um estudo de caso prático sobre a Ogilvy - agência de
comunicação onde realizámos o estágio curricular - com recurso a inquéritos validados e
analisados, e ainda um estudo complementar sobre outras agências de grande prestígio e
renome no mercado de forma a tornar mais abrangente a conclusão final sobre a mais-valia
desta estratégia 360º.
This research work is based on the curricular placement that took place in Ogilvy Portugal, an advertising agency, namely in the public relations department. This placement enabled us to acquire a practical knowledge of the duties pertaining to the development of a brand and its projection, including press relations and activation of the brand. Additionally, this period gave us, among others things, the chance to contact with 360º Communication, a topic that, to date, was unknown for us. Thus, on account of the interest and curiosity that prompted us, our option was to explore the application of this new concept in the market for agencies and brands. However, we could observe that the fact of being an innovative concept and therefore implemented in a few agencies and companies, reduces the number of studies dealing with this matter. We hereby intend to contribute to the deepening of this new concept. To work out this topic allowed us to address all the areas that are part of the Ogilvy multinational agency, and to deepen the interdepartmental communication. We could get a practical understanding of the tasks and activities related to each area, and of what it takes to carry out interdepartmental meetings, namely, the debate of different ideas among different elements that have a common overarching goal, leading this way to a 360º communication. The 360 degree branding (360 degree Communication) is standing out as a good communication tool, which allows an interaction between the whole set of areas within an advertising agency in order to assure the best brand projection. Currently, enterprises (brands) and agencies are increasingly aware that a 360 degree branding is so or more important than all the other individual communication processes that are established externally with several stakeholders. Most importantly, this report seeks to shed light on, as well as explore the 360 degree branding concept and its weight for the success of brands. More specifically, the way this strategy - which incorporates several areas and requires at the same time a communication consistency and comprehensiveness - is articulated and coordinated. To that end, and in order to meet the abovementioned set goals, we draw on a number of authors and their theoretical approaches on the subject. We also develop a practical case study on Ogilvy, the advertising agency where we did our curricular placement, using validated and reviewed surveys, as well as an additional study on other prestigious and renowned agencies in the market to make the final conclusion about the added value of this 360º strategy more reliable and comprehensive.
This research work is based on the curricular placement that took place in Ogilvy Portugal, an advertising agency, namely in the public relations department. This placement enabled us to acquire a practical knowledge of the duties pertaining to the development of a brand and its projection, including press relations and activation of the brand. Additionally, this period gave us, among others things, the chance to contact with 360º Communication, a topic that, to date, was unknown for us. Thus, on account of the interest and curiosity that prompted us, our option was to explore the application of this new concept in the market for agencies and brands. However, we could observe that the fact of being an innovative concept and therefore implemented in a few agencies and companies, reduces the number of studies dealing with this matter. We hereby intend to contribute to the deepening of this new concept. To work out this topic allowed us to address all the areas that are part of the Ogilvy multinational agency, and to deepen the interdepartmental communication. We could get a practical understanding of the tasks and activities related to each area, and of what it takes to carry out interdepartmental meetings, namely, the debate of different ideas among different elements that have a common overarching goal, leading this way to a 360º communication. The 360 degree branding (360 degree Communication) is standing out as a good communication tool, which allows an interaction between the whole set of areas within an advertising agency in order to assure the best brand projection. Currently, enterprises (brands) and agencies are increasingly aware that a 360 degree branding is so or more important than all the other individual communication processes that are established externally with several stakeholders. Most importantly, this report seeks to shed light on, as well as explore the 360 degree branding concept and its weight for the success of brands. More specifically, the way this strategy - which incorporates several areas and requires at the same time a communication consistency and comprehensiveness - is articulated and coordinated. To that end, and in order to meet the abovementioned set goals, we draw on a number of authors and their theoretical approaches on the subject. We also develop a practical case study on Ogilvy, the advertising agency where we did our curricular placement, using validated and reviewed surveys, as well as an additional study on other prestigious and renowned agencies in the market to make the final conclusion about the added value of this 360º strategy more reliable and comprehensive.
Description
Keywords
Comunicação 360º Agências de comunicação Marca 360 Degree branding Advertising agency Brand