Kungakhathaliseki ukuthi kusekukhulumisaneni, ekumaketheni, noma emakethe yezezimali, kunezinkampani eziphumelele ngenxa yokubambisana phakathi kwabangane ababelane ngamaphupho, izinselele, kanye nempumelelo. Kulolu Suku Lobungane Lomhlaba Wonke, olugujwa ngoFebhuwari 14, thola izindaba zamabhizinisi azalwa ngezibopho zobungani futhi akhula ngokusekelwe ekwethembaneni kanye nesifiso sokuchuma ndawonye.
Lokhu kunjalo nge-NoAr, i-ejensi yezokuxhumana egxile ekusheshiseni imikhiqizo; i-Wigoo, i-ejensi yokumaketha yedijithali enomqondo we-martech; i-ConCrédito, umholi emkhakheni wemali mboleko yokukhokha; kanye ne-HUSTLERS.BR, i-ejensi yokumaketha ebukhoma kanye namasu edijithali.
"Ukuxhumana komuntu nomuntu kanye nokusungula izinto ezintsha ekulethweni"
Ngo-2011, besanda kufika eSão Paulo, intatheli uMariana Hinkel waseSanta Catarina kanye nochwepheshe wezokuxhumana nomphakathi uMarina Mosol waseSão Paulo basungula i-ejensi yabo ye-PR. Umoya wabo wokuhweba wawuvela ekusebenzisaneni kwabo kobungcweti kanye nobungane, kodwa, njengoba babengakhulelanga eSão Paulo, inselele kwakuwukudala isisekelo esiqinile sokuxhumana.
“Kwakubonakala kuyisiphukuphuku ukwakha i-ejensi yezokuxhumana enezinsiza ezimbalwa edolobheni elisha elinzima njengeSão Paulo, kodwa sasazi ukuthi sekuyisikhathi sokuthatha ingozi,” kusho uMariana.
Batshale imali ekuhlinzekeni amakhasimende ngocingo olubonakalayo ngenkathi besebenza ekhaya. "Uma iklayenti lishayela ucingo, laliphendulwa 'yi-receptionist' yethu, ngisho nangesiNgisi," kukhumbula uMarina. Phakathi naleso sikhathi, ozakwethu babehlanganyela emicimbini nasemihlanganweni yebhizinisi. "Sakha inethiwekhi yethu ikhadi lebhizinisi elilodwa ngesikhathi. Sitshale isikhathi esiningi sakha ukuxhumana, kodwa yilokho okwasiqhubekisela phambili," kwembula uMariana.
Eminyakeni yayo yokuqala, le nhlangano yamemezela amaphrojekthi amangalisayo nangavamile, njengokwethulwa kwencwadi kayise kaMichael Jackson eBrazil kanye nenkampani "eyenze amaphupho agcwaliseka," njengaleyo kadokotela owachitha isonto eYurophu ehlala njengoJames Bond. Njengoba inethiwekhi yayo yokuxhumana yanda, le nhlangano yaqala ukukhonza amakhasimende kwezentengiselwano ze-inthanethi, amabhizinisi edijithali, kanye nezinkampani zobuchwepheshe.
Njengoba ineminyaka eyi-14 isemakethe, i-NoAr manje isiyisilinganiso sezinto ezintsha futhi isivele iwine amakhasimende abalulekile ezigabeni ezahlukene njenge-Sony, i-Vtex, i-Boston Scientific, phakathi kwezinye. Ngo-2025, inkampani yethule umbiko okhethekile, i-AIres, osebenzisa i-Artificial Intelligence ukumaka izilinganiso ezingaphezu kuka-50 futhi ulethe umbono ongakaze ubonwe ngaphambili wokufinyelela kwezenzo ze-PR.
"Bekuwumdlalo osheshayo."
Yakhiwe ngokubambisana ngabalingani kanye nabasunguli ababambisene nabo uDib Sekkar noGustavo Santana, indaba yeWigoo, i-ejensi yokumaketha yemikhiqizo emikhulu, yaqala ngobungani bobuntwana obakhula baba ubudlelwano bebhizinisi.
Uhambo lwebhizinisi lwaqala ngo-2016, lapho i-Wigoo izisungula njengenkampani yezobuchwepheshe nedatha, enikeza isofthiwe yokukhiqiza idatha kanye ne-lead kubathengisi.
Ngisho noma enolwazi emkhakheni wezokusebenza, uGustavo ekuqaleni wanikela ngokunikeza iseluleko esiwusizo—wayenegalelo elikhulu ekuhlanganisweni kwedijithali kwe-Sem Parar. Kodwa, ngemva kweminyaka emibili enkampanini, uDib waqaphela ukuthi ukulandela iseluleko sikaGustavo kwakunganele futhi waguqula ubungane babo baba ukubambisana.
“Ngaphandle kokuhlangana ebuntwaneni, sasinombono ofanayo kanye nemigomo efanayo lapho sesikhulile. Le nkampani yakhula kancane kancane nangomsebenzi onzima, ngaphandle kokutshalwa kwezimali kwangaphandle kanye nokuzisekela ngemali engenayo. Izindlela zethu zobungcweti nazo zahlangana futhi zaxhumana nemigomo namaphupho afanayo,” kusho uGustavo.
Namuhla, i-Wigoo izibeka endaweni yayo nomqondo we-martech, ihlanganisa ukumaketha kanye nobuchwepheshe ngezindlela eziningi, isebenza ngezinsizakalo ze-360º, ihlaziya izidingo zeklayenti ngalinye futhi igxile ekubeni ngumlingani webhizinisi ofanele kakhulu.
“Inhloso yethu, kanye nalokho okusenza sikhule ngokushesha kangaka, ukugxila ngokuphelele kumakhasimende ethu. Siyaqhubeka nokwenza lokhu ngentshiseko efanayo esasinayo lapho siqala, sihlala sifuna izindlela ezintsha zokuthuthukisa ukulethwa kwethu nokufeza imigomo yethu,” kuphawula uDib.
"Sikhula ndawonye ukuze sichume"
Ubungane bungaba yindawo yokuqala yempumelelo enkulu. Endabeni kaWilliam, umsunguli weConCrédito, indlela eya ebhizinisini ibilokhu ixhunyaniswe nabantu abamzungezile. Njengoba evela emlandweni onzima, waqala umsebenzi wakhe njengomwashi wezimoto, umfana wokulethwa kwamaphephandaba, kanye nomqhubi wesikhungo sezingcingo. Ngokuzinikela kanye nombono wekusasa, wakhula emkhakheni wesikweletu, waba ngumlingani enkampanini ngisho nangaphambi kokusungula ibhizinisi lakhe.
Ngo-2016, uConCrédito wazalelwa ekamelweni lakhe lokulala, enefenisha eyenziwe ngendlela ehlelekile, kodwa injongo echazwe kahle: ukunikeza izixazululo zezimali ezifanele nezifinyelelekayo. Kusukela ekuqaleni, uWilliam wayekholelwa ukuthi ukukhula kufanele kube yinto ehlangene. Waletha abangani ebhizinisini, waqeqesha abantu abangenalo ulwazi, futhi wadala indawo lapho wonke umuntu angachuma khona ndawonye. "Bengilokhu ngikholelwa ukuthi impumelelo yangempela yilokho esabelana ngakho. Uma sikhula ndawonye, sithuthuka ngokushesha nangenjongo eyengeziwe," kugcizelela usomabhizinisi.
Namuhla, i-ConCrédito iyisilinganiso emakethe yemalimboleko yemiholo, isivele icubungule izinkontileka ezingaphezu kuka-R$ 1.5 billion futhi ikhonza amakhasimende ayi-100,000 nyanga zonke. Kodwa ngale kwezinombolo, inkampani ivelele ngokuzibophezela kwayo ekuthuthukiseni abantu bayo, ikhuthaza izifundo, umqondo wokukhula, kanye nokwakha iqembu elikhula ngamandla nsuku zonke.
"Ukuguqula ngobuningi"
Ubudlelwano phakathi kwabaphathi uHaynabian Amarante, owaziwa ngokuthi uBibi, noRamon Prado baqala emakethe yokumaketha ebukhoma. "Ngangiyinhloko yokukhiqiza enkampanini futhi ngaxoxisana noRamon ngesikhundla sokuphatha ama-akhawunti. Angikaze ngicabange ukuthi sizoba abalingani," kusho uBibi.
Ngokusebenzisa ukuqasha kanye nezingxoxo zansuku zonke emsebenzini, uRamon noBibi bathola ukuxhumana okuqinile phakathi kwezindinganiso zabo zomuntu siqu kanye nezimfundiso ezidluliselwa yimindeni yabo. Lokhu kusondelana kwavusa kubo isifiso sokwenza ibhizinisi elihambisana nalezi zimiso, bazifake kokubili emasikweni ebhizinisi kanye nasemsebenzini.
iphrojekthi ye-HUSTLERS.BR ihlose ukulinganisela amakhono ami nesekhethi yemicimbi. Lapho ngiqala ukusebenza noBibi ngo-2019, saqaphela ukuthi sekuyisikhathi sokuguqula imakethe nge-ejensi ekhethekile kwi-Live Marketing, i-Digital Strategy, futhi igxile ekuhlukeni kwamaqembu namaphrojekthi. Ngo-2020, sasungula ngokusemthethweni i-HUSTLERS.BR ngesakhiwo sayo samanje senkampani, sahlelwa kabusha ngokuphelele ekusebenzeni kwayo kanye nenhloso yayo,” kusho uRamon.
Njengamanje, osomabhizinisi bandisa amaphrojekthi anemikhiqizo emikhulu, sebesebenze nemicimbi yezinkampani kanye nezinkampani ezinkulu ezifana ne-Google kanye ne-Warner Bros. iminyaka emine. I-HUSTLERS.BR ibikezela ukwanda okungaphezu kuka-30% ngonyaka ka-2025.
