Our UK Director, Juan Senor, and I are in Porto Alegre (Brazil) attending the celebrations of the first 50 years of the RBS Group.
This is what you see as soon as you land in the Porto Alegre airport: a welcome ad from Zero Hora, the local paper of RBS.
Last night, I told Jayme Sirotsky, a former WAN president and the Chairman of RBS, that for many years this has been my first recommendation to our clients around the world:
Welcome any potential reader or advertiser as soon as they arrive in your city.
Well, it’s still a war to be won in many markets.
But not in Porto Alegre where RBS rules with great products and great marketing.
Our friend Marcelo Reche, editorial director of the RBS newspaper group, moderated the discussion after our presentation.
We had more than 1,000 journalists from different RBS media attending the session.
And, in a few hours, we will join more than 5,000 RBS professionals in a big cocktail, show and dinner.
Journalism is alive in Rio Grande do Sul, and RBS is a marvelous example of how a young multimedia group migrates fast and succesfully to the new digital world.
As INNOVATION says: from readers to audiences, and from audiences to communities.
(Juan and I with Jayme Sirotsky during last night’s celebration, wearing the new RBS t-shirts)
