Lelê Saddi and Fernando Bento share some of their story and the challenges of staying relevant in this competitive market.
While television commercials once influenced our purchasing decisions, the rise of social media has increasingly placed influencers in that role, promoting brands, recommending products and setting trends. A perfect match that benefits both brands and influencers. But who are the people behind all this success?
Recognizing a gap in the market, business partners Lelê Saddi and Fernando Bento decided to create a new segment of 360-degree communications: Pop Comm, an agency where brands and public figures can find, under one roof, services that bring together public relations, marketing, fashion production, social media, performance marketing and influencer management.
“The agency was born in the digital age, at a time when the market was undergoing major changes in the way people consumed and communicated, both with the press and online. We created a way to connect all those dots,” Fernando explains.
The duo certainly has plenty of expertise. Before Pop, Lelê Saddi had already gained experience as an influencer and founder of We Pick, a marketing agency, while Fernando was working in digital influencer marketing through HighFy, a talent management company.
Today, after eight years in business, the Pop Group holding company comprises four businesses and serves more than 80 national and international clients, including Calvin Klein, Lala Rudge, Benefit, Carol Bassi, Franciny Ehlke and Rosewood.
Their success comes from dedication and hard work. “We never stop. We’re always looking for ways to improve, understand market trends and bring people onto our team who are just as tuned in to what’s happening. We study a lot and never get complacent,” the duo adds. In a sea of sponsored posts across social media, the agency stands out for its organic and consistent content. The secret?
“It's very important that influencers already know and use the product, and that brands give them more freedom to create content in the way they believe will be most interesting to their audience, something that will connect with and engage their followers. That freedom makes all the difference when it comes to delivering content.”
As for the future, the duo remains committed to its pioneering spirit.