The communication and marketing practice of Vaz de Almeida Advogados achieved the 2nd highest score at the Análise DNA+FenaLaw Award during the largest congress in Latin America.
with Paulo Reganin.
From the Communication Department.
For the second consecutive year, ― this time as a finalist ―, Vaz de Almeida Advogados has been acknowledged for its Communication and Marketing initiative, securing the second-highest score in the Análise DNA+FenaLaw Award. This accolade, conceived by Alexandre Raciskas, Commercial Director of Análise Editorial, in partnership with FenaLaw, aims to celebrate and promote the best practices among Brazilian law firms in Management, Innovation, Technology, Marketing, Diversity, and Inclusion.
This year, 305 cases were submitted by 138 law firms. Representing 17 states through 36 cities, the awards aimed to recognize and, most importantly, shed light on the most impactful and transformative initiatives in the strategic management of law firms. These practices are exemplary models of innovation and promote more productive and inspiring work environments.
The laureates were announced during a ceremony on October 26, at Fenalaw 2023, held at the Frei Caneca Convention Center in São Paulo. This event, celebrating its 20th anniversary, is the largest legal congress and international trade fair for legal office solution providers in Latin America.
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«Vaz de Almeida’s Case»
To uphold the integrity principle of Análise Editorial, law firm names were concealed throughout the project evaluation process.The identity of the firms and people involved was completely anonymized to ensure that cases were accepted and judged exclusively on their own merits, based on the value and merit of the initiatives. This assessment focused on their impact, transformative potential, innovative content, result, and originality, irrespective of the influence of the law firms and the visibility of the professionals who worked on the projects.
Out of the 305 cases, 195 advanced to the review by an expert jury composed of 11 professionals. Their mission was to meticulously assess the projects, assigning scores from 1 to 5. Vaz de Almeida Advogados obtained the second-highest score in its category with the «TVCorporativa» (Corporate TV) case, an initiative by the Communication Department, conceived and led by Paulo Reganin.
Paulo Bernécule Reganin oversees Brand Management and Corporate Communication. He is a Copydesk and Legal Designer. A lawyer with a background in Anthropology and Philosophy, Paulo leads the Communication Department and is passionate about the arts. He directs the editorial and creative direction of the firm’s communication channels and media, such as the editorial project of the News Portal and Corporate TV. The department also produces internal and external institutional materials and Visual Law content, including the historical documentation of the law firm’s 23-year legacy headquartered in Campinas.
What is «TVCorporativa»?
The case proposed by Vaz de Almeida was their «TVCorporativa,» a large 4k panel situated in the operations room that broadcasts entirely produced and edited content by the Communication Department. Its programming is a mix of news, humor, entertainment, institutional communication, important dates, along with the disclosure of the most significant legal operations and the presentation of their outcomes.
In a section of the documentation that presented the case, is written: «The challenge we set for ourselves ― the problem to be solved ― was specifically in the realm of internal marketing (and therefore, marketing): How could the firm stimulate the interest of the departments (in their consulting dimension) in Visual Law resources as a means to add value to their outputs? How to help our lawyers recognize (that was our bet!) in Visual Law deliverables, a privileged opportunity to enhance the perceived value of our work? The target, therefore, immediately, was our own lawyers and, in a second layer, of course, the clients ― and the market.»
Thus, the «TVCorporativa,» which «went on air» merely with the intention of encouraging the ordering of Visual Law works and sensitizing our professionals to the importance of the integrity of the Brand Book, quickly became a strategic communication channel to bring people closer and create a light and welcoming atmosphere amidst the ordinary work.
According to Paulo, ― who will mark 20 years at the firm by 2024 ―, the fundamental premise of Vaz de Almeida Advogados’ institutional communication is that «aesthetic is inseparable from the substance of things». In other words, form is as crucial as content. Hence, «when we design our solutions, we do not separate the contents from their expressions.». For Paulo, «a inteligência é inseparável da beleza» e a beleza é o «meio privilegiado para revelá-la».
Análise DNA+FenaLaw Award ― Jury
The jury panel included Alexandre Secco, Founding Partner and Editorial Advisor of Análise Editorial; Ana Paula Camelo, Research Leader and Project Manager at the Center for Teaching and Research in Innovation at FGV Law; André Porto Alegre, journalist, member of the National Council for Advertising Self-Regulation (CONAR), and the Board of the Association of Advertising Professionals (APP); Flávio Franco, Coordinator and Professor of the Corporate Legal Management Course at Saint Paul and co-founder of the «Legal without Ties» Institute; Ianda Lopes, Legal Director of Uber Brazil; Maria Juliana Barbosa, Director of FenaLaw; Mário Ezequiel, Founding Partner of Bórea; Mônica Sapucaia, Doctor of Political and Economic Law and advisor to FIESP and Conjur; Paulo Samico, Legal Manager of Mondelez; Rodrigo Rebouças, Doctor of Civil Law from PUC São Paulo and professor at FGV Law; and Silvana Quaglio, CEO and Publisher of Análise Editorial. The initial project evaluation phase involved Alessandra Soares, Aline Fraga, Henrique Delgado, Juliane Almeida, and Lígia Donatelli, all from Análise Editorial.
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