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US$ 20 milhões em live marketing e miram exterior para fortalecer marcas</h1> </div> </div> <div class="carousel-item active"> <img src="https://i4.swiftpic.io/gpj/u4wljosM+t8b2lJth9C3dNZPa1Bqd+y1N1zVDvNX9wc=/format:jpg;cover:1440,621/https://gpjmulti.wpenginepowered.com/wp-content/uploads/sites/7/2018/11/internationaltravel.jpg" class="d-block w-100" alt="" srcset="https://i1.swiftpic.io/gpj/YxVwjc1J8aqt38CUxp8+kAhYP7QQZAj0Q5ovdBOZZ80=/format:jpg;cover:1920,828/https://gpjmulti.wpenginepowered.com/wp-content/uploads/sites/7/2018/11/internationaltravel.jpg 1920w, https://i4.swiftpic.io/gpj/u4wljosM+t8b2lJth9C3dNZPa1Bqd+y1N1zVDvNX9wc=/format:jpg;cover:1440,621/https://gpjmulti.wpenginepowered.com/wp-content/uploads/sites/7/2018/11/internationaltravel.jpg 1440w, https://i0.swiftpic.io/gpj/sm09oEI7M70A6zyKfwGG1h1GJ7oo546nreVlaIiQ50k=/format:jpg;cover:640,276/https://gpjmulti.wpenginepowered.com/wp-content/uploads/sites/7/2018/11/internationaltravel.jpg 640w" sizes="100vw"> </div> </div> </div> </header> <div class="entry-content container content-wrapper"> <p><em>Executiva da GPJ Brasil, que mantém mais de 30 escritórios e 100 clientes pelo mundo, aborda case com a CBMM, líder mundial na tecnologia do Nióbio. Metodologia patenteada para expressar os valores de marcas internacionais está no DNA</em><em><br></em><em><br></em>A CBMM, líder mundial na fabricação e comercialização de produtos de Nióbio, tornou-se a primeira multinacional 100% brasileira na carteira de clientes da GPJ Brasil a realizar eventos no exterior – impulsionados por estratégias de <em>live</em> marketing. A iniciativa veio na esteira de um aumento dos investimentos das empresas que utilizam essas ferramentas para a construção de suas marcas. O volume investido de todas juntas saltou 62% em 2022, comparado a 2021, de acordo com o Anuário Brasileiro de Live Marketing, e alcançou cerca de US$ 20 milhões no país.  </p> <p>A missão de internacionalizar a mensagem da marca e conversar com audiências tão diversas no mundo todo envolveu a articulação do escritório da GPJ em São Paulo com suas unidades na Índia, Alemanha, China, Singapura e EUA. A estratégia evidencia um dos diferenciais da agência: a gestão global do portfólio das marcas, já realizada antes para empresas estrangeiras do porte de IBM, Salesforce e Kyndryl.</p> <p>“Criar um evento internacional é como dar diariamente uma volta ao mundo. As barreiras que precisam ser superadas pelo time vão desde as reuniões marcadas em três ou mais fusos horários no mesmo dia às diferenças culturais. Uma das nossas principais responsabilidades em um evento é manter a identidade da marca do cliente, as maneiras de se expressar e os discursos alinhados em regiões de costumes, tradições, mercados e culturas bem distintas. Nas experiências que oferece, a marca precisa ser ela mesma em qualquer lugar”, explica Betina Steinkopff, Diretora de Marketing e Novos Negócios da GPJ Brasil.</p> <p>Os cinco eventos <em>cross border</em> para a CBMM foram realizados no primeiro semestre deste ano, demonstrando no planejamento criado e executado pela GPJ Brasil o compromisso do cliente com sustentabilidade, tecnologia e inovação. A partir da experiência acumulada na gestão global do portfólio de marcas internacionais, o escritório brasileiro assumiu toda a estratégia criativa, de mensagens-chave e de comunicação, coordenando a atuação das unidades da GPJ nos demais países, responsáveis pela produção dos eventos da CBMM em cada localidade. A produção, por sua vez, inclui orçamentos, seleção e contratação de fornecedores, logística, entre outras tarefas.</p> <p>Contaram a favor da GPJ sua trajetória inovadora de 109 anos, que a transforma em uma das pioneiras no design de experiências exclusivas de marca, e o reconhecimento oficial no tema. Nos EUA, a agência de <em>live</em> marketing registrou nos anos 1990 uma patente em <em>Strategic Experience Mapping</em>, que compila em uma metodologia própria os aprendizados em dezenas de milhares de trabalhos realizados e segmentos da indústria atendidos.</p> <p><strong>Um setor que representa 4,32% do PIB nacional e movimenta R$ 270 bilhões</strong></p> <p>No âmbito mundial, um dos principais projetos da GPJ de gestão global de portfólio é o “Think on Tour”. O evento voltado para times, parceiros e clientes da IBM é o maior encontro promovido pela multinacional sobre inovação e tecnologia no mundo e vai percorrer, em 2023, 11 países e 15 grandes cidades, incluindo São Paulo, e contando com a atuação direta da GPJ Brasil. São mais de uma centena de profissionais dedicados à sua concepção durante 365 dias, localizados em praticamente todos os continentes. Na edição brasileira deste ano, em agosto, o Think reuniu 500 participantes e estimulou a cocriação de soluções disruptivas para lidar com as transformações aceleradas do mercado.</p> <p>O setor de <em>live</em> marketing representa 4,32% do PIB brasileiro, movimentando R$ 270 bilhões e envolvendo 52 atividades econômicas, segundo a Associação Brasileira de Promotores de Eventos (Abrape).</p> <p>“Se uma empresa quer construir uma história sólida no exterior não basta vender e conquistar novos mercados. Para gerar impactos positivos e construir uma presença forte, impulsionando os próprios resultados financeiros, é preciso abrir diálogos, conquistar a confiança das pessoas, das outras organizações, transmitir crenças, valores. E isso se dá por meio dos eventos e das experiências únicas que essas marcas conseguem oferecer lá fora. Nosso papel na GPJ é ajudá-las em todas as etapas”, ressalta Juliana Saab, Country Lead da GPJ Brasil.</p> <p><strong>Confira os eventos da CBMM realizados pela GPJ Brasil, em articulação com escritórios da GPJ em outros países:</strong></p> <p>Niobium Auto Tech Day<br><em>Fev, 9 – Mumbai, Índia</em></p> <p>CBMM Integration Meeting<br><em>Abr, 19-20 – Amsterdã, Holanda</em></p> <p>China Metal<br><em>Maio, 8-11 – Tianjin, China</em></p> <p>SEAISI Conference and Exhibition<br><em>Maio, 22-25 – Manila, Filipinas</em></p> <p>GIFA Messe</p> <p>Junho 12-16 – Düsseldorf, Alemanha</p> </div> <footer> <div class="pagination mb-3"> </div> </footer> </article> </main> </div> </div> <footer class="content-info"> <div class="container pt-6 pb-4"> <div class="row justify-content-between justify-content-lg-start"> <div class="col-12 col-md-auto col-lg-3"> <a class="footer-brand" href="https://br.gpj.com/"> <span class="screen-reader-text">GPJ Brazil</span> </a> </div> <section class="widget nav_menu-3 widget_nav_menu"><h3>Sobre</h3><div class="menu-about-us-container"><ul id="menu-about-us" class="menu"><li id="menu-item-45014" class="menu-item menu-item-type-post_type menu-item-object-page menu-item-45014"><a href="https://br.gpj.com/who-we-are/">Sobre</a></li> <li id="menu-item-45016" class="menu-item menu-item-type-post_type menu-item-object-page menu-item-45016"><a href="https://br.gpj.com/what-weve-done/">Cases</a></li> <li id="menu-item-45013" class="menu-item menu-item-type-post_type menu-item-object-page menu-item-45013"><a href="https://br.gpj.com/what-we-do/">Serviços</a></li> <li id="menu-item-45015" class="menu-item menu-item-type-post_type menu-item-object-page menu-item-45015"><a href="https://br.gpj.com/who-we-are/">Liderança</a></li> <li id="menu-item-45311" class="menu-item menu-item-type-post_type menu-item-object-page menu-item-45311"><a href="https://br.gpj.com/agencia-de-eventos-transformando-sonhos-em-realidade/">Agência de Eventos</a></li> </ul></div></section><section class="widget nav_menu-4 widget_nav_menu"><h3>Legal</h3><div class="menu-legal-container"><ul id="menu-legal" class="menu"><li id="menu-item-45022" class="menu-item menu-item-type-post_type menu-item-object-page menu-item-45022"><a href="https://br.gpj.com/privacy-policy/">Privacy Policy</a></li> </ul></div></section><section class="widget nav_menu-5 widget_nav_menu"><h3>Contato</h3><div class="menu-contact-container"><ul id="menu-contact" class="menu"><li id="menu-item-45005" class="menu-item menu-item-type-post_type menu-item-object-page menu-item-45005"><a href="https://br.gpj.com/contact/">Contato</a></li> <li id="menu-item-45021" class="menu-item menu-item-type-post_type menu-item-object-page menu-item-45021"><a href="https://br.gpj.com/who-we-are/careers/">Carreiras</a></li> </ul></div></section> </div> <div class="text-end mt-6 pww"> <span class="me-2">Part of the <a style="color: inherit;" href="https://www.project.com/">Project</a> network</span> <a href="https://www.project.com/"><img src="https://br.gpj.com/wp-content/themes/main/dist/images/pww-logo_8f8f4a7f75eb5ecaf571.jpg" alt="Project Worldwide logo" height="46"></a> </div> <hr class="my-3"> <div class="subfooter row align-items-center g-3 flex-column-reverse flex-md-row"> <div class="col"> <small class="fw-light">Copyright ©2025 George P. Johnson. 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