RP1 won a pitch over two local agencies, the incumbent RAF, and Voice. Maysa Penna, RP1 partner director said, ‘our biggest challenge is to strengthen the company’s branding. Droga Raia is expanding fast, but it is not widely known, especially outside Sao Paulo.’
The agency will provide media relations, crisis management and media training for spokespersons and store staff.
Adriane Ahlers will co-ordinate the account, working with Fabiano Oliveira. The team will report to Droga Raia marketing manager Andre Goncalves.
Founded in 1905, Droga Raia has 123 drugstores, of which 95 are in Sao Paulo state, and the remaining in the states of Rio de Janeiro, Minas Gerais and Parana. It has 2,500 employees.
RPI has 38 staff across its Sao Paulo and Brasilia offices. Clients include Motorola, the Swatch Group, the British Chamber and Whirlpool.