Self Promotion: Bedside Brand Book

The agency Asia, a spin-off of the Brazilian agency Africa, has launched. The agency is focused on creating digital and physical connections and experiences that generate value for brands and that ensure they have more fluid and meaningful relationships with their consumers. Asia was created to pitch to become Chinese car manufacturer GWM’s agency when they launched operations in Brazil. The agency will be led by Brazilian heavyweights Sérgio Brandão (CEO), the ex-Chief Growth Officer at Africa, and by Vico Benevides (CCO), the ex-CEO and CCO at GTB (WPP). Asia’s investors include the Omnicon group and Africa’s co-presidents, Márcio Santoro and Sérgio Gordilho. To attract domestic and international talent who look to generate impact beyond traditional marketing and to better explain its work philosophy to the market, Asia presents its “Bedside Brand Book.” The “book” is a small box full of cards that outline its “phygital” manifesto and includes inspirational phrases that serve as a call to action directed toward all “exponents of interplanetary craft.” The Bedside Brand Book, created by Vico Benevides, will be delivered to all of Asia’s team members and clients. The idea is based on the concept of, “Remembering each night what makes us wake up each morning.” There is also a 2-minute animated version of the book whose soundtrack was created by Antfood. In this version, the agency defines itself as “Hunters of WOW” and as an agency that generates “Ideas with Style.” It also positions itself as an agency that is ahead of its time and has been, “Thinking of the future since 2659.”