DDB Brasil | Extra Info. | Sustainability Report

DDB Brasil launches its first sustainability report featuring the GRI seal

DDB Brasil took another major step that reconfirmed its commitment to the community, the environment and its business sustainability. The agency was one of the country’s first to publish the Annual Sustainability Report. The document that points out all of DDB Brasil’s practices in the corporate management, social, environmental and HR policy fields is unique for one reason: it is launched with a B grade from GRI, one of the most respected sustainability organizations in the world.

The report was done 100% digitally. “From the beginning it was very clear that our report would be appropriately executed in the digital world. By doing it paperless we were able to show our concern for the rational use of materials as well as reinforcing our stance as a convergent agency”, stated Sergio Valente, the agency’s president. DDB Brasil’s full report can be read on the agency’s website, http://www.dm9ddb.com.br/sustainability/

Its environmental projects included: eliminating the use of plastic bottles and cups, employee carpooling and videoconferencing to reduce long distance travel.

With this report DDB Brasil strengthens a movement, which already counts on the participation of major Brazilian and global brands, to publicly register current actions and goals for long term sustainability of its business from a financial, social and environmental perspective. The agency is also aligned with “10 Global Compact principles”.

 

DDB Brasil | Extra Info. | Digigraphics

DDB Brasil introduces DIGIGRAPHICS, a new way to understand consumers in the digital age

Sometimes, consumer research leads to discoveries far more exciting than our initial hypothesis.

That’s the case with DIGIGRAPHICS,  an original study sponsored and coordinated by DDB Brasil, set out to identify how the digital revolution changed consumer behavior in Brazil.

Our initial hypothesis was that people from different demographics went through those changes in similar ways (i.e. people from the same age group would have a similar digital behavior). But we ended up finding something way more interesting: digital technology changed people in much more profound ways, that had little to do with how old they are or how much money they have. Instead, we found out that there were much more relevant criteria to determine how people changed, such as: how they actually use technology in their lives, what goals they have when consuming digital devices and, even more importantly, how deeply digital is informing and sometimes reframing their own identities.

We decided to call this new way to look at consumers  DIGIGRAPHICS –  as we see it as an additional lens, beyond demographics and psychographics.

We got at 5 Digigraphic Profiles:

The Immersed – Technology helps them to find themselves in the world, perhaps even redefine their own identities.

The Instrumented – Technology helps them to speed up tasks and chores, but their are not attached to it.

The Fascinated – Technology is a badge of coolness – chasing the latest trends is a means to stand out and impress their peers.

The Gadgetized – Their lives depend on technology – gadgets are like a body extension.

The Evolved – They have been born and are growing up in the digital world – they never got the know the pre-digital world.

We turned all our findings into a 6-part video series on Youtube, totaling 35 minutes: there is a short intro, then one video digging into each profile individually, explaining the deeper changes on the realm of the self, the others, the institutions and the world.

We also concluded each of them with a brief analysis on how brands must behave to communicate with that profile, which is a theme we expand as we have individual meetings with our clients.

The videos have already accumulated more than 100k views. Several advertising schools in Brazil – including ESPM, the most prestigious one – already incorporated Digigraphics into Consumer Research class. And we’ve also received a number of invitations for speaking opportunities – more than we are able to handle, in fact.

We are already working on the next steps of the investigation – which could possibly include other markets, too.

Check out the English-subtitled Intro http://www.dm9ddb.com.br/digigraphics