Goiânia · Brazil · Since 2005
Strategic communication
that delivers.
An introduction to Casa Brasil Comunicação, prepared for JOVI Mobile, and to how a full service agency in Brazil's Central West works alongside brands entering new regional markets.
01 · Who we are
Twenty years solving problems through communication.
Since 2005, Casa Brasil has worked as a strategic partner to companies, institutions and governments that need to communicate with intelligence, creativity and accountability.
We combine strategic thinking with creative execution. Every project starts from a business problem, never from a format.
02 · Positioning
More than advertising. A partner accountable for the result.
Full service under one roof
Strategy, creative, media planning and buying, content and production run inside the same house. One team, one accountability line, no coordination tax between suppliers.
Regional depth
Headquartered in Goiânia, with delivered work across Goiás, Tocantins and the Central West interior, including cities far outside the state capitals.
Public and private discipline
Government and institutional accounts demand documented process, auditable media plans and strict deadlines. Private clients inherit that rigour.
03 · Capabilities
From planning to delivery.
Six integrated services. A client can engage all of them, or any part.
Market Intelligence
Scenario, trend and consumer behaviour research to ground strategic decisions and campaign design in evidence.
Strategic Planning
Plans that align business objectives, brand purpose and channels, built to produce measurable impact.
Creative & Concept
Turning insight into campaigns that engage audiences and strengthen brand identity over time.
Adaptation & Localisation
Adjusting global campaigns to the local market: language, culture and regional values, with brand consistency kept intact.
Media Management
Planning, negotiating and optimising media investment to maximise reach, frequency and efficiency.
Content Production
Connecting brands to their audiences with continuous content across every digital platform.
04 · Media management
Regional media is a
relationship business.
National buying desks price the Central West from a spreadsheet. We negotiate with the broadcasters, radio networks and out of home operators directly, in the same cities where the audience lives.
The same budget buys measurably more when the negotiation happens locally.
| Discipline | What we run |
|---|---|
| Broadcast TV | Regional affiliate negotiation, programme and time band selection, insertion scheduling and audit |
| Radio | Station and programme mapping by city, live read and spot formats, frequency planning |
| Out of home | Traditional billboard inventory, site selection by traffic and retail proximity, production and installation |
| Digital | Geo targeted paid social and search, retail adjacent audiences, always on optimisation |
| Influence | Local creator sourcing and vetting by real audience location, contracting, briefing and delivery control |
| Point of sale | Retail facing material, in store activation and regional event support |
05 · Client portfolio
Brands and institutions that work with Casa.
IEL
Government · Retail
Case 01 · Agribusiness
Grupo Conceito.
Farmers make fast decisions, under pressure, based on data. We built a social content operation that translates the complexity of agribusiness into clear, useful language, with an editorial line synchronised to the agricultural calendar.
- Consistent presence across every agricultural window
- Technical authority reinforced with growers and agronomists
- The group perceived as a complete hub, not a single product
Social content · Grupo Conceito
Case 02 · Challenger launch
Conceito Sementes.
A seed producer moving into B2C for the first time, selling its own Brasmax genetics directly to the agribusiness owner, against sixteen established competitors in the same category.
With no price advantage available, the campaign was built on the single attribute the audience actually buys on: trust. The concept framed that trust with the weight of a marriage commitment.
A challenger entering a market it does not yet lead, against incumbents with scale.
Campaign film · Conceito Sementes
Case 03 · National to regional
FIEG Transforming Lives.
The Goiás industry federation needed to show its real impact on people's lives, aligned to CNI's national campaign, but meaningful to a regional audience with its own references.
We kept the national platform intact and rebuilt the storytelling around real local transformation stories, delivered as film, print and digital across the state.
Global platform, local execution.
This is the exact discipline a global brand needs in a new territory: preserve the brand system defined at headquarters, then rebuild the local layer of language, references, media and faces, so the message lands with people who have never heard of the brand.
Campaign film · FIEG Transformando Vidas
Case 04 · Mass behaviour change
Campaigns built to move an entire population.
Public sector work is the hardest test of reach. No purchase incentive, no discount, no product. The only currency is whether the message is clear enough to change behaviour, measured across a whole city.
Cidade Limpa.
After a major waste collection crisis, the city needed the population itself to act. "The city is your home, take care of it" ran across mass media, with a 4.5 metre urban intervention and a documented video case.
Movimento Reciclar.
Recycling rates in Goiânia had settled at a critically low level. "If you don't recycle, the waste multiplies" was built as a direct alert to a population that had stopped noticing the problem.
06 · How we work
A process you can audit.
Every account runs on the same five stage cycle, with a named lead and documented approval at each gate.
Immersion
Business objective, market data, competitive position and the real constraint behind the brief.
Strategy
Audience, territory, channel logic and the measurement framework agreed before anything is produced.
Creative
Concept and asset system, built once and scaled across every format the plan requires.
Execution
Production, media negotiation, trafficking and delivery control across all vehicles.
Reading
Performance against agreed metrics, reallocation while the campaign is live, documented close.
Reporting cadence, approval flow and escalation path are defined in the first week, and adapted to the client's own governance, including international headquarters.
07 · The challenge as we read it
Mato Grosso, 2027.
Based on the brief shared with us, the objective is to double monthly volume in a state where the brand is already present but not yet known, against a market leader holding the majority of retail share.
| Dimension | Where JOVI stands today |
|---|---|
| Volume | Roughly 1,500 units per month, with a target above 3,000 |
| Share position | A challenger against an incumbent holding the majority of retail share |
| Route to market | Retail dependent, through a partner network of 110 stores |
| Geography | 95% of those stores sit outside the capital metro area |
| Product argument | A genuine advantage in battery, and a credible one in camera |
| Brand awareness | Low. The primary barrier, ahead of price and product |
Not a product problem. A recognition problem, in a geography most agencies plan for from a distance.
08 · Where the market actually is
The market sits outside the capital.
Cuiabá and Várzea Grande hold about a quarter of the state's population. The rest lives in tier three and tier four cities such as Sinop, Rondonópolis, Sorriso, Tangará da Serra and Lucas do Rio Verde. Agricultural economies, above average income, and the cities where the retail network is concentrated.
Casa Brasil already produces communication for this consumer, for agribusiness clients, in interior cities.
- Agribusiness audiences. The exact profile we already write for
- Interior media. Regional TV, radio and traditional OOH, negotiated locally
- Mid tier creators. Sourced and verified by real follower geography
- Retail calendar. Planning aligned to when the money is in the market
09 · How we would approach it
The method, before the plan.
A budget allocation is the output of this work, not the starting point. Four phases, sequenced so that every real spend is informed by something we measured first.
Map.
Store level demand mapping across the retail network. Which cities already sell, which underperform their population, and where the gap between footfall and conversion is widest.
Concentrate.
Rather than thin coverage across the state, priority clusters selected on volume potential and media cost. Depth in fewer places beats presence everywhere.
Time.
Weight aligned to when purchase actually happens: the salary cycle, the retail promotional calendar, and the two commercial peaks the brief identifies.
Read.
Sell out measured against media weight by city, with reallocation mid flight. The plan for the second half is written with the evidence of the first.
The specific channel mix, city priority and investment split are the substance of a paid planning engagement, and we would build them with your team, against your sell out data.
10 · Next steps
Let's build the Mato Grosso plan together.
We would start with your sell out data by store and a joint working session with the commercial team. From there, a full strategic and media plan for 2027, city by city, channel by channel, month by month.
Setor Bueno · Goiânia · GO
@agencia.casa
Operations Director