#CreativeChallenge – ESPM and AKQA partnership

THE ADVERTISING PROGRAM OF ESPM MAKES AN INTERNATIONAL PARTNERSHIP WITH NETHERLANDS (KIBON – MEXICO)

ESPM’s Advertising and Propaganda program, through Arenas – Hub of Creativity and Business (ESPM Sao Paulo), Co.De – Communication and Design (ESPM Porto Alegre) and Origem de Comunicação Agency (ESPM Rio de Janeiro), established an international partnership with the Netherlands brand (Mexico’s Kibon).

Fernanda de Azevedo Marques Gabrelli, Kibon Latin America Marketing, and Innovation Manager, and Giovanna de Abreu Dias, Kibon Latin America Marketing and Innovation Coordinator are former ESPM students and proposed a challenge that will allow students to learn about the culture, habits, and behaviors of consumption by the Mexicans, to then propose a consistent, creative and assertive project to solve the question posed by the brand.

The partnership between the units was established by Renata Alcalde – coordinator of HUB Arenas, Paulo Cunha, Eduardo França and Alessandro Souza – coordinators of the Advertising and Propaganda courses at the units in São Paulo, Rio de Janeiro and Porto Alegre respectively, and will be mentored by professors Eduardo Manente and Eric Carvalho, representing ESPM Sao Paulo, Leandra Saldanha and Marcos Bernardo Lamb, representing ESPM Porto Alegre and Adriane F. Buarque de Holanda and Luiz Alberto Cavalheiros, representing ESPM Rio de Janeiro.

The Arenas hub, the Co.de, and Origem agencies work together and in an integrated way for the internationalization area of ESPM.

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