Capsula will not be a traditional agency, Mr. Francucciinsists, but a general communications company open to awide variety of projects, including creating Web sites orTV shows.
"Capsule was born in this new environment that is makingcompanies change. We didn't have to change or adapt. We wereborn with a new approach," says Mr. Francucci, the agency'sassociated president and creative director. Half of theagency's initial 11 clients are dot-com companies.
Mr. Francucci's partners in the $300,000 venture are Alexandre Grynberg (operations and new business, formerly at DM9DDB); Fabio Meneghini (creative director, formerly atLowe Lintas); Julio Vieira Neto (media director, formerlyLew, Lara Sao Paulo); Rodrigo Butori (creative director, formerly Lowe Lintas) and Rui Branquinho (copywriter, formerly at DPZ Sao Paulo).
Instead of two creatives working on projects, the agencywill run teams of three composed of one art director, onecopywriter and a technology specialist to work on ideas.
The agency's main clients are radical sports portal camerasport.com.br, forthcoming movie portal cineclick.com.br,Origin (Phillips' technology branch) and Tropical Brasilsurfwear.
Copyright July 2000, Crain Communications Inc.