3 February 2021

Interview: Carol Rosa at UOL

The possibilities of brands meeting with their audiences are amplified in multiple contexts in the consumer journeys, but this should not be a pretext for the invasion of advertising. Brands must learn to talk. This is the vision of Carol Rosa who assumed three months ago as head of context & talks at Isobar Brazil, leaving the post of creative director at VMLY&R. The name of the position, according to the agency, would be an evolution in the way of thinking communication within a new model of creative team.

The proposal, according to Isobar, is to structure the creative area in line with diversity, with "bodies and experiences" that represent the society in terms of ethnicity, gender, social class, sexual orientation. The newly created creative team in this model also counts with Vinícius Chagas (ex-Ogilvy), as head of conversations, and Fernanda Ferrão (ex-CuboCC), in the architecture of ideas & connections.

Only by understanding how society works, it is possible to enter the conversation in fact, without being inconvenient, without interrupting or pushing a message that would be little absorbed, according to Carol. "Today communication is no longer that thing of media and plan of propagation. Today communication is conversation. Few agencies today work with the idea that communication is talk, that nobody wants to be interrupted. If I'm consuming a video, an entertainment or information material, I don't want to be interrupted with advertising. So how can I be a brand that communicates without violating the space and the time?"

But what would it be, in practice, to be context oriented and speak? "It is a real evolution of the writing area. Everything that is text gains new significance, not only the written text, but what is being spoken, with what tone of voice the brand speaks, what language it uses, who can speak for the brand, how it creates its persona to communicate. The voice of the brand has a whole strategy behind it," explains the executive.

Entering the conversation also involves knowing the interlocutors well. "And from the moment I decide to enter the conversation, the language has to be another, I have to understand how the audience behaves, who is talking. So, I have to think about strategy, the text is just a little bit".


Thinking of communication as conversation, according to Carol, broadens the vision of what is context. "Context is people's lives. People are living. The person is watching TV, washing dishes, talking with their mothers. Or they're traveling while listening to a podcast and talking with someone else. And so on. Context is all the environments where people interact, live, consume. We are consuming communication all the time".


This way of structuring communication also brings the areas of creation and media closer together, according to Carol. "The media are my best friends. We basically stick together, sit together and do everything together, because these are the people who will make what I do possible. It's no use them passing the format and I create a communication that doesn't fit this format. And it's no use me to elaborate a communication that goes to a media that doesn't fit. We have to understand what the objective is. To entertain? To inform? And then think together the ideal format to have reach".


Even with little time of work in this format, the results of the team already appear. "It's working. We managed to have results presented to clients that were highly acclaimed. Because with this vision different ideas really emerge. We reach from the guy who is playing a game, and talk to him inside, to a 30-second movie. All within the same narrative".

Originally published at UOL.