São Paulo – Differentiated events with a very special touch. This is the proposal of Brazilian company Wish Marketing e Eventos, which has just opened a branch in Montpellier, France, and is also targeting the Arab market, particularly Dubai, in the United Arab Emirates. According to Vanessa Caiado, a managing partner at the company, a technical visit to the Arab country is part of the plans and should happen within four to six months. “We have Brazilian clients interested in carrying out marketing actions and events there. Dubai is almost a natural destination for us,” says the executive.
Wish was founded two years ago, but its history dates back over 20 years, as a result of the family’s tradition in the business of consultancy for human resources and events. It all started with another company, Persona, founded in Londrina, capital of the state of Paraná, with Vanessa’s mother and Natasha Caiado, the other partner at Wish, who is currently in France, taking care of the European branch. Persona exists until this day, and focuses on personnel development and training. “While representing Persona in meetings at companies, we began to realise that there was a demand for differentiated event planning,” says Vanessa.
As the idea matured, Vanessa and Natasha travelled the world. A business manager, Vanessa lived in the United States and in Portugal. An attentive observer, she would use each opportunity to analyse the characteristics of different audiences at events, fairs etc. The holder of a degree in Public Relations, Natasha set out to seek excellence in providing services. She received a postgraduate degree in Marketing from the University of California and started working with events at Disney, also in the United States. She also worked at the United States embassy in Brazil.
After collecting a good amount of experience, the two sisters returned to Brazil and gave shape to Wish. They established important partnerships with advertising agencies and went after the clients, offering what they now call “boutique of events.” Presently, Wish’s portfolio in Brazil includes companies such as Google, iG, Oi, Abril, Disney, Basf, GM, TIM and União Corretora. And for each of them, the company creates events to surprise the different audiences. The services are supplied in the entire Brazilian territory.
Projects include actions turned to team relations, incentive and motivation, luxury actions, test-drives, participation in fairs etc. “There is always a differential,” says Vanessa. As an example, the businesswoman mentions a “treasure hunt” of sorts, but one in an unusual setting: the Sena river. There is also the lodging of teams in special, less obvious places, such as Napoleon Bonaparte’s summerhouse.
The team in the city of São Paulo is comprised of 11 employees, who work in client prospecting, planning, creation, and finance, mostly. The company, however, ‘becomes fatter’ with every project. “We have a data bank of partners with specific features, which we call upon to cater to certain clients. In the field of technology, for example, we have people in the creative area that knows exactly how to provide services to Google in an event,” says Vanessa.
Another of Wish’s concerns regards the results of the events or actions. Vanessa tells that, for instance, a test drive with salespeople that was developed by an automaker was followed with a ‘before-and-after,’ showing that sales of the vehicle being tested had incrased. “It was an important action, because salespeople understood what the sales argument was, and from then on, they started using the strategy with clients,” she explains.
In France
Wish’s branch in France, the newest enterprise of the Caiado sisters, is another example of creativity and sense of opportunity. In a trip to Europe, Natasha realised that there was a gap in the field of events, and that Wish was able to fill it with its services. She packed her bags and set out to better evaluate the market. She mapped out the locations in France and visited 21 castles. With the calendar for the Year of France in Brazil, receptiveness was even better. “There are Brazilian companies willing to promote events there, and French companies wishing to come to Brazil,” says Vanessa. While in Europe, Natasha met with partners in other countries, such as Italy, Germany and Spain. In the latter, the company that partnered with Wish knows the Arab market, and will probably contribute with the Caiado sisters in their enterprise in Dubai. But Arab partners are welcome as well.
Wish’s debut in French land will take place next month, in Cannes, when the global advertising industry’s eyes will be turned to the sophisticated, pleasant city in southern France. In order to ensure success, Vanessa says that, in addition to surprising the client, “which is part of the company’s Brazilian DNA, care must be taken so as to respect the local culture when time comes to devise the project.” Thus, we will certainly have a discrete, chic, and unforgettable event, just like Cannes.
Contact
Wish Marketing e Eventos
Telephone: + 55 11 2823 6212
Site: www.wisheventos.com.br
*Translated by Gabriel Pomerancblum
