GUT São Paulo media department is under new command. Nathalia Oliveira and Douglas Silveira were promoted toCo-head of media and communications planningandCo-Head of Media and Efficiencyrespectively. The field now has two leaders, and the implemented new disciplines explore different characteristics that complement each other and bring a creative perspective to the media professional. This is another innovative approach that GUT offers to the market.
A veteran at GUT, the duo has been part of the agency’s team since the beginning of its history in Brazil. With a policy of valuing internal talent, GUT São Paulo monitors the development of its professionals and believes that results are improved by transferring responsibilities to people according to their strengths.
They will be responsible for integrating the media area with the rest of the agency in a fluid manner. Nathalia will have the mission of spreading the discipline Cooms planning which collaborates for creative delivery and is connected to the peculiarities of each channel. The executive director comments:
“The media goes beyond the responsibility of spreading creative ideas. You have to be part of the designs and then contribute to their dissemination in a strategic and creative way, taking into account the entire communication ecosystem.”
Douglas will be responsible for developing and implementing methodologies for measuring media effectiveness and creative effectiveness in developed campaigns. He completes:
“Our area functions as an internal thermometer that helps measure the effectiveness of the campaign as a whole, including creative considerations. This helps guide the agency’s path and measure campaign results and, more than that, how to use those results to improve creatives and drive increasingly positive returns to the business.”
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