Exploring the Lively World of Live Marketing with The Group

The Group has recently joined the Worldwide Partners (WPI) global network of independent agencies. The Group is a leading communications firm specializing in promotions, events, experiential marketing, and fairs, offering creative and impactful solutions for a wide range of clients. The independent agency is based in São Paulo, Brazil.

Worldwide Partners chatted with chief operations officer Felipe Guntovitch to learn more about the world of Live Marketing, their commitment to adaptability, and the benefits their agency gets from being powered by Worldwide Partners. 

The Lively World of Live Marketing

The live marketing landscape is an ever-evolving one. To help their clients stay current on the latest trends in producing events, promotions, booths, and trade marketing, The Group has to always remain adaptable. “Our philosophy is driven by principles of Authenticity, Innovation, Data-Driven Decision Marketing, and Adaptability,” said Felipe. “We must adhere to a willingness to embrace change, explore new platforms, and adjust strategies to meet the evolving needs of our clients.”

This commitment to adaptability and flexibility can be seen in their recent work with Brazilian brewery company Grupo Petrópolis. The Group delivered a three-day convention for 500 attendees in less than a month. In addition to organising the venue, speakers, and concerts, the agency leveraged robots that delivered beer, and created 'beer' led panels that interacted with the speakers for a unique guest experience. “The ability to create and adapt at the same time, in such a short time, is something that I am extremely proud of. But I am most proud of how happy the client was with the event” Felipe shared. 

Mixing Digital and Live Experiences

Live events don’t just happen on the scheduled dates at the physical venue. With social media and new technologies such as AI, 3D content, and management platforms, a single event can achieve permanence through digital activations. 

“In each event we produce, we seek to go beyond the conventional, transforming brand activations into unforgettable moments that transcend the ordinary and establish genuine emotional connections with audiences,” Felipe said. 

The Group leverages the latest trends and technologies and creates social media experiences at events to help their clients increase awareness, engage with a broader audience, and leave a lasting impression long after the closing parties. 

The Only Constant is Diversity

When asked what he loves most about São Paulo and what makes their market unique, Felipe had the same reply to both questions: Diversity. 

“Cultural Diversity and Urban Energy is what makes São Paulo so special,” he shared. “But actually, for me what I love most about São Paulo is that it’s a gastronomic paradise, offering a wide variety of cuisines and culinary experiences.”

Diversity is also a key consideration for all of the work they do with clients. Whether it’s Brazil’s economic diversity with a wide range of income levels or the country’s cultural diversity with great ethnographical differences. “Our goal is to connect our clients’ brands with people and to do that, we have to understand those people and what makes them unique,” said Felipe. 

Finding Real Collaboration Opportunities 

A few short weeks into their membership, The Group is already experiencing the benefits of the network. “Collaborating with Propeg [a fellow Brazilian agency partner] and showing the power of working together, we were able to get the attention and even two jobs from a new client in less than a month,” Felipe shared. 

In addition to the new business benefits, The Group is taking advantage of the global reach and regional insights that other agencies are able to provide. “The collaboration and willingness to help each other is a great value to our agency and our clients,” Felipe added. 

“With the recent resurgence of live, in-person events, we needed to find a partner that could provide top-quality, innovative, and impactful experiences for brands,” said John Harris, president and CEO of Worldwide Partners. “The Group’s expertise and track record in this space is unmatched, and we are thrilled to add their experiential capabilities, as well as their spirit of collaboration, to our global network of independent agencies.”