Next up in our profile series of our partner founders in the Brands2Life Global Network is Alasdair Townsend of Sherlock Communications in Brazil (and covering Latin America).
What led you and your co-founder Patrick O’Neill to set up your own agency? We’d both worked on international campaigns involving Brazil and Latin America but, while there are some great agencies in the region, we noticed they seemed set up mostly to serve domestic clients. Their way of working was a little different to what international clients were used to as well. We wanted to offer a different approach, providing international brands with a way of working that would fit more seamlessly within their existing structures, and bridge the cultural and commercial gap between Latin American and foreign markets.
What inspires you each day? Because we’ve chosen to specialise in working for international businesses (we’ve worked with clients from each continent of the world), we cover an amazingly wide array of sectors, disciplines (and working cultures!), from cryptocurrency to COVID-19 vaccines. We also have an amazing team from 11 different countries, each with their own local insights and perspectives. Every day presents something new and every day is a learning experience.
What’s the biggest change you’ve seen in PR since you founded your company? The style of content that journalists now require has shifted – almost all of our materials now consider the online requirements of different outlets offering multi-media materials, prose styles that lend themselves to shorter online articles and, of course, great imagery (even GIFs!).
What would you say is your biggest learning from adapting to working during a global pandemic? It’s something we were already doing, but the single most important thing has been making sure we speak to the entire team on a daily basis. Technology has been fundamental in this. Also being sensitive and empathetic to the pressures our clients are under (both as companies and individuals). Putting in the occasional unscheduled call to ask how things are going and how we can best support them not only helps cement our relationships but also gives us early warning to any potential challenges and disruptions caused by the pandemic.
Which campaign are you most proud of having been involved in? Our launch of banQi, a new alternative bank designed for people excluded from the traditional banking system in Brazil generated almost 90 pieces of coverage in five days, including every tier one media title in Brazil. With no advertising support, it is fair to say our campaign — complete with an estimated 2.62 million coverage views and one billion monthly visits — directly resulted in more than 500,000 registered customers in five months.
After over a decade in the industry, what is your #1 priority right now? Along with sustainable growth and great results for clients, practising what we preach and making sure that Sherlock Communications is both a sustainable and diverse business that provides great growth opportunities to our team. We’ve now been certified as carbon negative by Iniciativa Verde and are working with organisations such as EmpregueAfro to ensure that our hiring and working practices are genuinely inclusive.
Where is your company headed over the next 5/10/15 years? We’ve now expanded to cover 11 markets and most of our clients now cover multiple territories. We are looking to build our teams in each market, keep delivering award-winning work for our clients and become the number one agency in Latin America.
Where is the entire PR industry headed? In an era of fake news, disinformation and a changing digital landscape, effective editorial skills, narrative storytelling and reputation management have never been more important. From what we can see, brands are now more clearly understanding the role PR and communications can play and where they fit in the full marketing mix. The platforms and channels are evolving but the basic principles and skills remain the same.
What do you enjoy most about being part of Brands2Life Global? Sharing ideas and insights (everything from creativity and individual clients, to finance and business development). It’s great and inspiring to chat with other people who have been there and done it.
Name one profile that you follow on social media that really inspires you in your everyday work The Brazilian Report has an outstanding depth of analysis and data on our key region.
Sherlock Communications joined the Brands2Life Global Network as a partner several years ago. They have current and former shared experience with clients such as Criteo, Akamai with the wider Network.
