Serving major brands in the betting sector such as Betnacional and Pagbet, among others, Lean Agency celebrates five years, combining simplicity and data to create impactful campaigns and strategies. With a strong focus on sports marketing, the agency develops solutions that go beyond traditional visibility, creating emotional and authentic connections with fans.
In just five years of existence, the LEAN Agency, founded in 2019 in Recife, Pernambuco, by partners Newton Neto and Lucas Gasull, has established itself in the market as a reference in communication strategies. The company has created and developed actions and campaigns for both nationally recognized brands, such as Betnacional and the Grau Técnico Teaching Center, and for regionally active businesses, such as Becker Industries in the Northeast.
The team, composed of more than 100 professionals divided into areas such as Influence Marketing Management, Advertising, Design, and Data Management, specializes in multidisciplinary action that encompasses branding, creativity, and performance deliveries, including planning, promotion, production, customer service, creation, media, and influence marketing.
In the team, Anselmo Albuquerque takes the position of CEO with the goal of boosting the agency's growth and accelerating the implementation of AI. He joins Danilo França, Vice President of Strategy and Data, Rodrigo Ramos, Vice President of Customer Service and Operations, and Nilo Thiago, Vice President of Creation, in the agency's executive structure.
The services also go through a Strategy and Data directorate, formed to add research and Business Intelligence (BI) to the deliveries. This is a business front that has received large-scale investment, mainly from 2023 onwards, and that earns LEAN recognition as one of the largest data investors in the North and Northeast regions of Brazil.
This means that its large data and information structure ranges from consumption habits and behavior to monitoring competition in all segments, which enables it as a strategic partner for any business aiming to work on brand presence, market penetration, and sales conversion.
''We rely on maps that provide us with data on people flows, income, and an extension of information that can guide the choice of a POS or outdoor media, in addition to radio, TV (open and closed) audiences, and digital trends, thus expanding the generation of intelligence for companies,” explains, Danilo França, VP of Strategy and Data at Lean Agency.
‘’All this volume of data and information is transformed into insights and strategic directions through the analyses of a prepared and meticulous team, thus ensuring precise and impactful results for our clients’’, he concludes.
The list of brands that benefit from this form of operation that simplifies structures, processes, and data; combines strategies, ideas, and skills; and that provokes standards and values includes Betnacional, Pagbet.com, Betpix, Becker Industries, Cast Football Club, Be Work, Bremen, AWM Engineering, NSX Sportsbetting, Nacional Tennis Club, Nature Mix, among others.
A case that reflects its positioning as an agency that thinks before acting and that combines simplicity and data to deliver creative strategies is the one developed for the Grau Técnico Teaching Center. With a department dedicated to the management of influence marketing, LEAN conducted the process, ensuring that the campaign boosted the recruitment of new students not only from the selection of suitable content creators, but in a coordinated manner with media and data to propose a different logic of distribution.
This is because, on one hand, the entire campaign funnel was designed, from the first awareness and promotion of awareness to the conversion into leads. On the other hand, the messages that needed to be delivered at each of these moments were defined. And finally, the formatting of the channel strategy permeated by the possibilities of programmatic media.
For Betnacional, a company of the NSX Group, LEAN has been responsible since 2021 for developing and executing communication and marketing strategies and for implementing high-impact national advertising campaigns, managing the digital presence of the brand, creating content projects and brand experiences.
With these recent deliveries, the agency has gained recognition at the North-Northeast Columnists Award 2023, with a gold medal in the film category and another in the technical category with the campaign "The Bet of Brazilians, The Bet of Vini Jr"; a gold in the technical category with "The B Side of Lud"; a silver in promotional action or Live Marketing with "Superbowl Pernambucano"; and a bronze in the same category with "Tardezinha Com A Bet".
Check out other campaigns that LEAN signs:
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Content project 'Face to Face'
The content project, created by Lean Agency for Betnacional, connected two of its ambassadors and Brazilian idols for an exclusive interview that marks the launch of the project 'Face to Face'. Vini Jr. and Galvão Bueno met for a chat about the behind-the-scenes of the world of football.
* Action - The Winner
Betnacional launched a campaign celebrating the career of Brazilian player Vinicius Jr., using the song "The Winner" by singer Thiaguinho as the soundtrack. The campaign highlights Vinicius Jr., elected the best player of the Champions League, who scored the decisive goal that secured the title for Real Madrid in the final of the UEFA Champions League on Saturday, June 1. Created by Lean Agency, the film seeks to bring an impactful narrative, emphasizing the athlete's achievements and successful trajectory.
* Action Betnacional - Final of the Pernambucano 2024
In the decision of the Pernambucano Betnacional Championship 2024, the betting house made fans look to the sky in its promotional action "Look Up", at the Arena Pernambuco. The action, conceived by Lean Agency, was a remarkable experience for the fans.
In partnership with Globo, the campaign started with Tiago Medeiros, presenter of the Carona do GE segment, from Globo Esporte, who talked with two idol players from each team about the finals of the championship, and took the opportunity to hand the ball to the airplane pilot. Before the game, the presenter received it back from the hands of one of the parachutists before the match.
* Action Betnacional - Carioca Championship of 2024
The Carioca Championship of 2024, which recorded the highest average audience among the state championships in the country. During this final, a promotional action by Betnacional managed to take advantage of the visibility and engagement of the event to maximize the impact of the brand. The work involved Matheus Gonze, known as the "Mlk of the Stadiums", who interacted and interviewed fans on their way to the game. In addition, supporters of both finalist teams, Flamengo and Nova Iguaçu, were invited to participate in a goal-kicking experience and watch the game in the company's box at Maracanã.
* Launch of the new service - Live Casino Show
Betnacional expanded its entertainment options with the launch of the Casino, a new experience for its users. To celebrate this novelty, the brand held the first edition of the live Casino Show. Lean was responsible for developing a comprehensive strategy for the event's promotion in various cities across the country. In addition, the agency took care of the production and transmission of the live event, ensuring a smooth and high-quality event. The Casino Show featured the participation of presenter Otaviano Costa, along with guests and influencers Gretchen, Fiuk, and Priscila Senna.
* Betnacional Carnival Actions
In Olinda, the betting house was responsible for sponsoring the Seu Tchetcho booth, with LEAN in charge of developing the space's signage and activations.
* Fervo da Lud - Actions at the carnival in Rio de Janeiro and Salvador
The Fervo da Lud, sponsored by Betnacional, attracted millions of revelers to the streets of Salvador and Rio de Janeiro. LEAN developed activations and actions in Rio, the focus was on one of the trio elétricos sponsored by Betnacional, which featured the presence of the brand's ambassadors and a bubble soap rain aligned with the event's visual identity. In addition to the distribution of gifts and various interactive activations.
* Pagbet
Lean was nominated for the award by the campaign “You got it. It's paid!” for another betting house of the NSX Group, Pagbet, in the shortlist of the Lisbon International Advertising, an award that celebrates the best works in advertising worldwide.
* Betpix: Campaign 2023 with Sérgio Mallandro
Lean developed the 2023 campaign for Betpix, aiming to highlight the accessibility and broad audience of the platform. With the motto "the platform is for everyone", the campaign emphasized that Betpix serves everyone from those passionate about their favorite teams to those who believe in luck and value the option of immediate withdrawal. The presenter and comedian Sérgio Mallandro was chosen as the face of the campaign, bringing his charismatic personality to attract and engage the audience.
* Instituto Vini.Jr (2023): Campaign 'Racism. Don't pretend you don't see it'
They developed, in partnership with the Instituto Vini Jr., an initiative launched in celebration of Black Consciousness Day, which supported the anti-racism campaign of the Real Madrid player, Vinícius Júnior, also an ambassador for Betnacional. With billboards and media spread across all Brazilian capitals, as well as a display in New York, the campaign conveyed the message: "Racism, don't pretend you don't see it".
The campaign used a total of 124 LED panels, 1,781 screens, 22 busdoors, 10 backbuses, 1 frontlight, 1 field LED, 30 clocks, 21 billboards, and 2 gables, totaling 2,032 media. The action was the result of a partnership between the LEAN agency and the OOH exhibitor, Itabus.
Site https://lean.ag/
Source: GMB
