Lowe Brazil sponsors soccer team, cuts back on ad festival entries

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SAO PAULO--Celso Loducca, president of Lowe Loducca & Partners, Sao Paulo, has decided to reduce what the agency spends on entering international advertising festivals. In the past, the agency spent $150,000 a year on entry fees.

"I will enter only one piece of work per festival, to show that I'm not in a campaign against festivals. I just believe there are more im-portant things to invest in," says Mr. Loducca.

Instead, the agency is channeling resources into marketing itself locally. Lowe Loducca has planted 60 trees in the neighborhood around the agency's building. Each tree has the name of one client.

The agency is also sponsoring a soccer team from the city of Americana, in the state of Sao Paulo. Lowe will be the first ad agency in Brazil to have its name printed on a soccer team's shirts. "I want to experiment with new media for our brand", says Mr. Loducca.

Copyright March 1999, Crain Communications Inc.

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