One of a kind.

No one’s better at being you than… well, you. Flaws, accolades and all.
We believe being true to yourself - about yourself - is what changes the game.
For you and everyone around you.
And as our clients can attest to, that is the best position to be in.

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Context
In 2012, Itaú Asset Management was one of the many participants at Sibos (SWIFT International Banking Operations Seminar), held in Osaka, Japan.
Sibos is essentially an annual networking event - organized for the financial industry - with the purpose of allowing its participants to close business deals.
In an event filled with banks and financial institutions that provided similar custody services, the obvious question was raised: how to set Itaú Asset Management apart from its peers, increasing its chances of attracting a larger number of potential investors?
The answer: by positioning Itaú in a way only it could claim. Experts in Latin America, that is.

 

Concept
’East meets West’.
The idea was to use elements of the Japanese culture (Sibos was being held in Osaka) to position Itaú as the absolute expert when it came to investing in Latin America.
That dichotomy created an interesting relationship between what the Japanese elements represented and the attributes investors were looking for in a Latin American partner.
For example: the precision, diligence and skill required to create an elaborate Origami figure, are the same traits necessary to make a good investment.
This concept became the backbone of a series of emails Itaú sent out to potential partners, inviting them to a meeting about Latin America’s financial market.

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Context
UNESCO’s International Fund for Cultural Diversity (IFCD) was created in 2010. It is one of the seven funds maintained by UNESCO Culture Sector.
The direct result of this is that when governments, individuals and the public and private sectors made their contributions to UNESCO, they were investing in culture and, on the surface, that was good enough.
Except it wasn’t, as each fund has its own goals and ways to promote culture, protect heritage and foster creativity. It was imperative to set the IFCD apart from the other UNESCO Culture Sector funds.

 

Concept
”Creative economy’.
This is what the IFCD should be known for: being the fund that fosters the emergence of a dynamic cultural sector in developing countries, by investing in the creative economy. This concept came to life in the form of the IFCD’s yearly brochure, which was published in 2018. It explains, through success stories, interviews with prominent global artists and in very simple terms, how the IFCD is different from the other Culture Funds. And why is it worth investing in it.

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Context
Tebonin is a Gingko biloba extract used in the treatment of tinnitus as well as vestibular and nonvestibular vertigo. According to testing required by the Brazilian FDA, of the six available phytotherapic extracts based on Ginkgo biloba, Tebonin was the only brand that checked every requirement during clinical trials. Still, when it came to prescriptions, the medical community made no difference between the six brands.

 

Concept
’Excellence’.
Tebonin was the one single brand that passed all FDA tests because the Gingko biloba concentration and purity found in each pill were second to none. We had to make sure the medical community understood that: when it came to treatments with Gingko biloba, Tebonin was synonymous with excellence.
We repositioned the brand, attributing a reputation to it that, frankly speaking, only Tebonin could scientifically sustain. In one year, prescription rates went from 12,2% to 50,8%. And Tebonin won the Lupa de Ouro Award, aka the “Oscars of the Brazilian Pharmaceutical Industry”, in the Brand Repositioning Category.