The Globetrotter

F á b i o V i a n a

Corporate Communication Globetrotter

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Fasten your seat belts

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The concept behind the

globetrotter is related with a

professional who “travels” in his

strategic plans.

The globe-trotter is someone

who wants to go beyond, and to

reach this he uses all his

references gathered in

personal, professional, and

intelectual trips (that means: in

different countries or through

studies and experiences).

The Globetrotter

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• To BRANDING – GER/2011

• To SOCIAL MEDIA – BRA/2011

• To STRATEGY COMMUNICATION – BRA/2011

• To BRANDING REPOSITIONING – BRA/2011

• To COPYWRITING – BRA/2011

• To EVENT PLANNING – BRA/2010

• To INTERNAL COMMUNICATIONS FOR NEW COMPANY VALUES – BRA/2011

• To COMMUNICATION STARTUP – BRA/ 2009

• To AUDIOVISUAL PRODUCTION– ITA/2008

• To INTERNATIONAL PRESS – NED/2011 - ITA/2007

• To NON-CONVENTIONAL MARKETING

Timetable (Flight Schedules)

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Passenger: Garimpo Chic - (Online concept store)

Year: 2011

Trip: Concept, name, brand and portfolio development

Itinerary: "Garimpo Chic" means Gold Panning. The german-brazilian company asked me to

make a portolio to prospect new suppliers. The idea was to show the combination of luxury

concept with e-commerce.

Luggage: Concept, Name, Brand and Portfolio

TRIP: Branding

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TRIP: Branding

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Passenger: Terrage Modas (Brazilian Souvenirs and Bikini Store)

Year: 2011

Trip: Business Plan focused on social media insertion

Itinerary: The store was object of my MBA Business Plan. Terrage accepted the challenge to

renew its brands focusing on a social media repositioning. Facebook, Twitter and YouTube

accounts were created to expose its products and a funny AD related with brazilian’s humor

sense.

Luggage: Business Plan and Social Media Management

TRIP: Social Media

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TRIP: Social Media

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Passenger: Energisa Group/ Dom Cabral Foundation (Grupo Energisa/ Fundação Dom

Cabral)

Year: 2011 (still flying - in proccess)

Trip: Concept, name and visual identity development of the Social Responsability

project from Energisa Group (a partnership with a well known famous and business

foundation in Brazil – Dom Cabral)

Itinerary: In proccess and expected to finish before the end of the year

Luggage: Concept, Name, Brand and Brand Guideliness

TRIP: Branding

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TRIP: Branding

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Passenger: Casulo Desenvolvimento (Cocoon Development)

Year: 2011

Trip: Concept, name, visual identity and portfolio development

Itinerary: The company name and logo were created from its 4 pilars as they established the

reason of its business. The 4 elements were shaped together in a creative cocoon. From this

mix the name and all visual concepts of the company originated, reminding of

transformation, evolution

Luggage: Concept, Name, Brand, Business Card and Portfolio

TRIP: Social Media

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TRIP: Branding

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Passenger: Energisa Group (Grupo Energisa)

Year: 2010/2011

Trip: Internal Communication Plan for its strategy for the next 3 years

Itinerary: The concept “Energy in all senses” was created, reminding both energy services

that the group offers as the ability of its employees to activate all their senses

(vision, hearing, smelling, touching and tasting). Each sense was associated with one activity

or position that the company desired from its employees in a way to reach the strategy in its

best way.

Luggage: Concept, Communication Plan, Event Planning, Communication Mix Design, Video

and Post-Event Pack

TRIP: Strategy Communication

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TRIP: Strategy Communication

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Passenger: RM Infraestructure Solutions (RM Soluções em Infraestrutura)

Year: 2011

Trip: Internal Campaing to change IT department image within the company

Itinerary: The challenge was to make the sector change its image to a more “human” and

efficient one. For this, it was created the concept of “ IT for YOU”, which makes more sense in

the portuguese language baptized as “TI para TI”. The idea behind it was to show the sector

like one is made by and for the employees. With the mix of communication tools used, the

image of one female employee was introduced – also to unmistify the idea that IT is an

exclusive male sector

Luggage: Concept, E-mails Marketing, Internal Survey, Quizz and Communication tools

combined

TRIP: Branding Repositioning

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TRIP: Branding Repositioning

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Passenger: Energisa Group (Grupo Energisa)

Year: 2011

Trip: Make a celebrative folder on behalf of its 10 years Management Strategic System

anniversary

Itinerary: A differentiated folder was created, guided through a fragmented timeline which

could interact with the topics explained. The challenge was to communicate one subject seen

for some as “complicated” in a simple and attractive way.

Luggage: Copywriting and Design.

TRIP: Copywriting

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TRIP: Copywriting

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Passenger: Energisa Groupa (Grupo Energisa)

Year: 2010

Trip: Best Practices Seminar Planning

Itinerary: The challenge was to plan an event where the best practices of its employees

(selected through an internal recognition program) should be exposed. In this way, the

concept was created “We don’t need to go to space to discover our stars”, reinforcing the

meritocracy and also the “team feeling” (one star shines more when it is together with other

stars in a constellation). During the event, viral videos produced on purpose by the consultant

in an amateur way (common cameras, simple editing) were also shown to the audience that

with few resources and creativity they could also make a job well done.

Luggage: Communication Plan, Visual Identity, Viral Videos and Magazine

TRIP: Event Planning

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Communication Mix: invitations, videos and other jobs

Post-event Magazine:


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Year: 2010

Trip: Internal Communication Strategy for welcoming new Branches

Itinerary: Following the context of the previous slide, in parallel RM needed to strengthen its

internal communication to welcome its new subsidiaries, and to communicate all the changes

to its new employees

Luggage: Welcome Kit, Communication Mix: e-mail

marketing, posters, intranet launching, SMS, special newsletter, wallpaper and Road Show.

TRIP: Internal Communication for New Company Values

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Welcome Kit:

TRIP: Internal Communication for New Company Values

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Year: 2009/2010

Trip: Establish Communication Department structure and deployment

Itinerary: Communication Department of the company

Luggage: Department structure and deployment (Development of all sector politics and

processes; General Communication Management); Event planning; Branding; Responsible

for all media implementation (Home Page, Newspaper, Magazine, Newsletter, SMS and

Intranet), Public Relations, Crisis Management and Life Quality/ Social Responsibility

projects.

TRIP: Communication Department Startup

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Communication Mix :

Communication Mix :


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TRIP: Viral Video Production

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Passenger: University of Rome “La Sapienza”

Years: 2008

Trip: Viral Video

Itinerary: Production of parody of viral spot Dove Evolution. The job was awarded Video of

the week in MTV Italy program Your Noise, following an exhibition on the German Channel

DW (Deutsche Welle). Today, the video is also a viral, being viewed by more than 150

thousand people around the world and it was also shown as a video case in a podcast last

year in New York

Luggage: Viral Video

http://www.youtube.com/watch?v=5iMTDPozuXU

TRIP: Viral Video Production

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http://www.youtube.com/watch?v=5iMTDPozuXU

Passenger: MTV

Years: 2008

Trip: TV Program

Itinerary: Following the succes of Fábio’s viral parody, MTV Italy invited him to be guest of

Your Noise program. Afterwards, he produced a pilot program entitled Girotondo (Around

the World), putting together in it friends from different parts of the globe.

Luggage: Concept, screenplay, presentation and editing

TRIP: Pilot Program

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http://www.youtube.com/watch?v=q1kjCPf1bqo

TRIP: Pilot Program

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http://www.youtube.com/watch?v=q1kjCPf1bqo

Passenger: Nós da Comunicação

Trip: Fixed Columnist for this Corporate Communication Website

Itinerary: The articles are about Non-Convetional Marketing and Corporate Communication

Strategies

Luggage: Copywriting

TRIP: Non-Conventional Marketing Columnist

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http://www.nosdacomunicacao.com/colunista_todos.asp?id=61&tipo=C

TRIP: Non-Conventional Marketing Columnist

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http://www.nosdacomunicacao.com/colunista_todos.asp?id=61&tipo=C

Fábio Viana has a Master Degree in Communication and

Organisation by University of Rome “La Sapienza”, with final thesis

focused on Non-Conventional Marketing (through social networks

and viral marketing). Currently, finishing an MBA in Business

Management by IBMEC Business School (Rio de Janeiro). Fábio

also has a Specialisation in Corporate Communication and

Bachelor Degree in Journalism.

With ten years of globetrotter experience in Italy, he was Trade

Marketing Consultant with the National Public TV RAI. He also

produced a parody of a viral spot from Unilever (Dove) to his

Master’s Defense that at the end was elected as “the video of the

week” by MTV Italy and also broadcasted by German TV Deutsch

Welle (DW). Currently he works in projects related to Strategic

Communication and until recently was Communication Manager in

Brazil with Infraestructure Solutions company (Telecom and

Energy). Fábio is also a fixed columnist for the Brazilian Corporate

Communication website “Nós da Comunicação” (We from

Communication) (www.noscomunicacao.com.br).

Globetrotter’s Luggage

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http://www.noscomunicacao.com.br/