A P R E N D I Z A D O R E S P O N S A B I L I D A D E S O C I O A M B I E N T A L E D U C A Ç Ã O C O N T E Ú D O I N O V A Ç Ã O L I D E R A N Ç A E M P R E E N D E D O R I S M O E S T R U T U R A T E C N O L O G I A M A R K E T I N G C U L T U R A G E S T Ã O A R T E C O M U N I C A Ç Ã O D I G I T A L V A L O R E S P E S Q U I S A E X C E L Ê N C I A E N S I N O C R I A Ç Ã O É T I C A I N T E R N A C I O N A L I Z A Ç Ã O H I S T Ó R I A M E M Ó R I A P R O P A G A N D A E V O L U Ç Ã O F U T U R O C A P A C I T A Ç Ã O P E R C E P Ç Ã O Q U A L I F I C A Ç Ã O D E S I G N J O R N A L I S M O R E L A Ç Õ E S I N T E R N A C I O N A I S A D M I N I S T R A Ç Ã O G R A D U A Ç Ã O P Ó S G R A D U A Ç Ã O M E S T R A D O D O U T O R A D O R E S P E I T O P R O F E S S O R E S E S T U D A N T E V A N G U A R D A S E R I E D A D E A P R E N D I Z A D O R E S P O N S A B I L I D A D E S O C I O A M B I E N T A L E D U C A Ç Ã O C O N T E Ú D O I N O V A Ç Ã O L I D E R A N Ç A E M P R E E N D E D O R I S M O E S T R U T U R A T E C N O L O G I A M A R K E T I N G C U L T U R A A R T E G E S T Ã O C O M U N I C A Ç Ã O D I G I T A L V A L O R E S P E S Q U I S A E X C E L Ê N C I A E N S I N O C R I A Ç Ã O É T I C A I N T E R N A C I O N A L I Z A Ç Ã O H I S T Ó R I A M E M Ó R I A P R O P A G A N D A E V O L U Ç Ã O F U T U R O C A P A C I T A Ç Ã O P E R C E P Ç Ã O Q U A L I F I C A Ç Ã O D E S I G N J O R N A L I S M O R E L A Ç Õ E S I N T E R N A A
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C I O N A I S A D M I N I S T R A Ç Ã O G R A D U A Ç Ã O P Ó S G R A D U A Ç Ã O M E S T R A D O D O U T O R A D O R E S P E I T O P R O F E S S O R E S E S T U D A N T E V A N G U A R D A S E R I E D A D E A P R E N D I Z A D O R E S P O N S A B I L I D A D E S O C I O A M B I E N T A L E D U C A Ç Ã O C O N T E Ú D O I N O V A Ç Ã O L I D E R A N Ç A E M P R E E N D E D O R I S M O E S T R U T U R A T E C N O L O G I A M A R K E T I N G C U L T U R A A R T E G E S T Ã O C O M U N I C A Ç Ã O D I G I T A L V A L O R E S P E S Q U I S A E X C E L Ê N C I A E N S I N O C R I A Ç Ã O É T I C A I N T E R N A C I O N A L I Z A Ç Ã O H I S T Ó R I A M
E M Ó R I A P R O P A G A N D A E V O L U Ç Ã O F U T U R O C A P A C I T A Ç Ã O P E R C E P Ç Ã O Q U A L I F I C A Ç Ã O D E S I G N J O R N A L I S M O R E L A Ç Õ E S I N T E R N A C I O N A I S A D M I N I S T R A Ç Ã O G R A D U A Ç Ã O P Ó S G R A D U A Ç Ã O M E S T R A D O D O U T O R A D O R E S P E I T O P R O F E S S O R E S E S T U D A N T E V A N G U A R D A S E R I E D A D E A P R E N D I Z A D O R E S P O N S A B I L I D A D E S O C I O A M B I E N T A L E D U C A Ç Ã O C O N T E Ú D O I N O V A Ç Ã O L I D E R A N Ç A E M P R E E N D E D O R I S M O E S T R U T U R A T E C N O L O G I A M A R K E T I N G C U L T U R A A R T E G E S T Ã O C O M U N I C A Ç Ã O D I G I T A L V A L O R E S P E S Q U I S A E X C E L Ê N C I A E N S I N O C R I A Ç Ã O É T I C A I N T E R N A C I O N A L I Z A Ç Ã O H I S T Ó R I A M E M Ó R I A P R O P A G A N D A E V O L U Ç Ã O F U T U R O I N
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2012, a year to remember
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t was a special year to ESPM. Leading the most important university ranks of the country and winner of
D significant national and international awards, the School showed why it is recognized in and outside Brazil
as a center of excellence in Communication, Marketing and Management, offering courses in Advertising,
Administration, Design, International Relations and Journalism in Undergraduate, Graduate levels, as well as
Masters and Doctoral programs.
In order to memorize this special year, ESPM presents its first Annual Report ESPM 2012.
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On the following pages, you will see the main achievements of the institution in São Paulo, Rio de Janeiro and
Porto Alegre campi. You will follow Undergraduate, Graduate and Executive Education programs’ activities. You
will meet the new laboratories, the actions addressed to entrepreneurship, ESPM internationalization, and the
brand’s international strengthening in accords, academic missions and students’ exchange. The following pages
tell the history of 10 years of partnership between ESPM and Miami Ad School, the activities of former students
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at Alumni, the School’s publications, and the awards – fortunately many.
Finally, but not least important, we have listed 2012 numbers, which help us understand the dimension of the
School and its effort on investments that allow its growth.
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Have a great reading!
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D E L I B E R A
I
see the publishing of the first Annual Report ESPM 2012 with great satisfaction. It is a synthesis of the
excellent work performed by a team that has dedicated all its enthusiasm to continue the development
of ESPM. As the Council of Deliberation President, I am proud to be part of a group of professionals,
who have efficiently collaborated to our School’s strategic orientation, sharing and following the evolution
of the market and learning necessities. I observe a spirit determined to offer the most advanced tools on
Communication, Marketing and Management.
I am also happy to observe that the investments in engineering projects, in laboratories or in professors and
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staff capacitation, are bringing results to the society. Results measured by the awards received and, mainly, by
the public recognition of the excellence of its education. This achievement was not easy, because the school’s
environment is complex, in which good pedagogical practices, people’s initiative and academic research must
be stimulated and be associated to the logistics of supporting its professors.
P R E S I
Together, professors and staff follow the way of a group that has shown its capacity throughout the years. We
have also conquered the trust of parents and students, whose talent and youth bring constant renovation,
which is essential to the progress of the institution.
With no further words, I would like to say: congratulations ESPM.
D E N T
Armando Ferrentini
Council of Delibaration President
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SPM has reached an expressive importance on higher education. Throughout years of persistence and
work, ESPM remained faithful to the objective of always making the best.
Over the years I followed the School’s growth. I had the opportunity to assume different positions and
achieve the Presidency and I am pleased to witness great transformations and work with people who reflect the
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image of excellence, of which we are bearers, in their work. According to opinions voluntarily stated in surveys,
ESPM education quality is constantly recognized.
In this Annual Report ESPM 2012, we intend to consolidate the most important achievements of our campi (São
Paulo, Rio de Janeiro and Porto Alegre), so that our friends and co-workers can understand who we are now.
I would like to congratulate ESPM staff for having achieved great results in 2012.
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J. Roberto Whitaker Penteado
President and Chief Executive Officer
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oo young, in our 16 or 17 years old, we must choose the way we will take. And how do we do that? How
do we choose our future? Carefully, like gemstones. Tenderly, like flowers.
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We will keep the unforgettable moments as a daisy necklace. A necklace made of daisy buds, which we
wear with confidence and love, close to our hearts. Hence, I urge you to enjoy each second and each opportunity
ESPM provides you, by taking part in an entity, by participating in lectures, debates and classes, by going to parties
and making friends… For each one keeps an inner child that once was.
You must have already heard that these will be the best four years of your life, but what do they mean in an entire
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life? They are 1.460 days, 35.063 hours, 2.103.839 minutes and 126.230.371 seconds to experience moments
worth telling your grandkids. Moments of happiness and sadness, difficulties and overcoming, love, emotion and,
most of all, pride. Proud to have studied at ESPM and carry this name along with your best memories. Youth is like
diamonds under the sun. And diamonds remain forever. Do not waste your time.
You do not have to be perfect to be part of ESPM. You do not need to know either the answers or what to say. You
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can be audacious or prudent, make miracles or make mistakes. At ESPM you do not need to keep calm in order to
be strong. What you still lack will come in different ways, as you have never imagined. It is just a matter of time and
patience. In order to feel as part of ESPM, you must be: be yourself, be a student, be a friend, work hard and be
a good companion. It is required, above all, the will of being part of it. Not only be part of ESPM, but be ESPM.
Throughout college life, you will reach great accomplishments, such as the long expected freedom, the commitment,
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the maturity and the responsibility. After all, being someone means responsibility, the feeling of helping building
the world. You will not be by yourself in this journey, you will be surrounded by new people and you will make new
friends. You will make true friends. I would not have gone so far without the help from my friends. I would never
have smiled so much, laughed so much, tried so much, fallen and overcome challenges and I would never have come
so far without the help from great friends. I would never have seen the same wonderful things or dreamed the same
W O
dreams. Friendship is for the best, one of the biggest lessons and the best gift ESPM gave me until today.
Finally, I know you will reach your destinies and no matter how it will happen, you will find the way to reach it. We
believe in whom you are today and the people you will be tomorrow.You are shining stars, but do not be lazy, for life
just starts when we leave the comfort zone.
The Roman emperor Marcus Aurelius once said that “often errs the one who acts, but also the one who does not
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take an action.” Do not be afraid of making mistakes. Here is the place where you can take risks, because when we
just walk straight ahead, we do not go much further. Go and be yourself, make it, live it! At the end we only regret
the opportunities we missed.
Mariana Marins
ESPM TV Pixel Director and representative of Students Entities
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Medal of Academic Merit ESPM Gerhard Wilda
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he medal that carries the name of Gerhard Wilda, one of the first professors at São Paulo
School of Advertising (current ESPM) and a vanguard art director in Brazil, officially
recognizes the value of professors and employees who, in the past and today, significantly
contributed and contribute to the area of education by the pursuit of excellence.
At the celebration of the 60th anniversary of ESPM in 2012, 17 people, with more than 25 years of
commitment with ESPM, were honored with the prize Gerhard Wilda – a group of alumni, professors
and directors of the School.
“It is important to disseminate the feeling of professional recognition and that the School continues,
each day, to be one of the best places to work, to study and to teach.” said, Professor Emmanuel
Publio Dias, ESPM Corporate Vice-President, at the celebration.
Gerhard Wilda taught Art Direction, was an advertiser and worked in important advertising
companies, conceiving extremely famous logos. He worked in our institution for decades, teaching
excellent creative professionals, who were imbued with ethics and responsibility. For his example and
dedication, he named the medal.
Honored with the Medal of Academic Merit ESPM Gerhard
Wilda in 2012:
Medal of Merit
ESPM Rodolfo Lima Martensen
• Ana Maria dos Santos
• José Francisco Vinci de Moraes
• Carlos Eduardo Campos
• José Predebon
• Celia Marcondes Ferraz
• Laura Gallucci
• Claudio Mello
• Luiz Fernando Dabul Garcia
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• Cosmo Luis Arrivabene
• Octavio da Costa Eduardo
advertiser Francesc Petit were honored.
• Flávia João Flamínio
• Saulo Guimarães
• Heraldo Bighetti Gonçalves
• Sergio Gramcianinov
• Ismael Rocha Junior
• Waldemar Lichtenfels
he medal of merit ESPM Rodolfo Lima Martensen was conceived with the purpose of
rewarding personalities, public and private organizations, which distinguish for relevant
contributions to education and academic research, specially related to ESPM’s teaching
fields. In 2012 the Prof. Dr. Claudio de Moura Castro, the journalist Ramona Bechtos and the
• Ivan Pinto
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he new hierarchical structure begins with the Presidency in the person of J. Roberto Whitaker
Penteado, the highest hierarchical level of the School, whose responsibility is to ensure the future of
the institution in accordance with the vision and the strategies approved by the Deliberative Council.
Vice-Presidents: Alexandre Gracioso, Academic Vice-President, in charge of the institution’s courses
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and teaching staff; Elizabeth Dau Corrêa, Vice-President for Finance and Administration, who ensures
the stewardship of the institution’s financial and human resources; Emmanuel Publio Dias, Corporate
Vice-President, who is responsible for increasing the institutions visibility and maintaining a fluid and
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positive relationship with stakeholders; Hiran Castello Branco, Executive Vice-President, who pursues
the achievement of goals established to each campus and reports the accomplished results; José Francisco
Queiroz, Dean for Expansion, who oversees the development of the School; Geraldo Afonso Filho, Dean
for Cultural Institute, responsible for the institution’s memory; Álvaro Novaes, Dean for Institute Future,
which aims at technical and cultural development.
S T R U C
Dean for Expansion
The Dean for Expansion was established in 2012 as an area of development, aimed at the institution’s expansion in
two battle fronts: doing business with institutions and raising funds from third parties. In the first battle front front,
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the institution’s growth possibilities on the education market, by partnerships signed with similar entities, is studied
and analyzed. In the second battle front, it works at raising funds from third parties and funds from external market.
Corporate Communication
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Institutional
The office was founded in 2012 with the purpose of supporting the Corporate Vice-Presidency by representing the School
in events and by raising, organizing and analyzing information to implement communication and planning strategies.
ESPM Heraldry is under its responsibility in official ceremonies, as well as the contact with communication and public
relations agencies, press and institutional presentation. It conceived the prizes Emeritus Council and Emeritus Professor.
Intern
The Management of Internal Communication was founded allied with ESPM’s strategic objectives. The office
is responsible for the coordination of all communication actions addressed to staff (academic, administrative,
S P M
trainees, interns and counselors), aiming at strengthening an organizational culture to accomplish goals
and results established by our institution. It reports to the Corporate Vice-Presidency, and is in charge of
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disseminating the vision, the mission and the principles of the institution. It informs counselors, administrative
the launch of ESPM Business Incubators (with the
and academic staff about ESPM’s main projects and events, and maintains the image, reputation and credibility
respective FIESP Sala de Crédito – Credit Room),
of the institution by integration, motivation and recognition actions addressed to staff. Its main purpose is to
and the Fast Track ESPM.
create and keep a close relationship between the institution and its most important stakeholders, represented
by its staff.
TEDx ESPM-Rio
Once more, ESPM expressed sensitivity in cap-
Institutional Marketing
turing the movements that spread good ideas
With headquarters in São Paulo, the Institutional Marketing nationally explores the brand ESPM in traditional events
around the world by promoting, at Rio de Janeiro
of our calendar: Fórum de Marketing Empresarial, Ideas Economy and Mídia Master Brasil. It participated in TEDx
Modern Art Museum – MAM, the event TEDx
ESPM-Rio and Renato Castelo Branco Award for Socio-Environmental Responsibility in Advertising. In the field of
ESPM Rio.
Product Marketing, ESPM has supported Miami Ad School/EPSM and the School’s participation in São Paulo Creative
Lecturers: Adriana Grineberg, advertiser, MBA
Club Festival and Transmedia.
at ESPM and Facebook Brazil business director;
At the Undergraduate Office, it helped planning and communication undertakings on Grameen Creative Lab – a debate
Nelson Mota, songwriter, writer, journalist, lec-
about Social Business with Muhammad Yunus.
turer, lyricist and music producer; Luiz Calain-
At the Graduate Office, it participated in the Expo ABRH fair, HSM ExpoManagement, Ram and First Executive
ho, partner in L21 holding, that manages synergy
Seminar: Creative Leadership (a partnership signed with Berlin School of Creative Leadership). In the field of Digital
business in the fields of entertainment, media and
Marketing, the office was responsible for the implementation of the new ESPM website.
content; Maurício de Sousa, “the father of Turma
In terms of Competitive Intelligence, it supported the research project for ESPM national brand and the National
da Mônica”, and the actress and host Regina Casé,
Geolocation Project.
owner of inexhaustible creativity and energy.
Alumni – ESPM’s Former Students
Vermeer Display
Alumni is responsible for the relationship between the institution and its former students. It is a community that
In December the exhibition of the painting Women
integrates different generations in a cooperative network, which has the purpose of strengthening the institution.
in Blue Reading a Letter (1663-1665), by the
Gathering about 80.000 former graduate and undergraduate students, the group has 5.000 associates in all campi.
consecrated Dutch painter Johannes Vermeer, was
Alumni maps activities out based on three principles: content and knowledge, communication and recognition, and
opened at Masp with ESPM support. It was the first
programs. It organized the ESPM Alumni Silver Jubilee in August 2012, which celebrated the 25th anniversary of
time that a masterpiece from the Rijksmuseum came
the Social Communication – Marketing and Advertising, 1987 group; the ESPM Society-Rio de Janeiro Champion-
to Brazil.
ship; the Universipraia – Alumni ESPM South; the ESPM-São Paulo Alumni Reunion Party, Society-South Championship; and the Social Communication College Bowl Games – Atlética-Rio de Janeiro hosted the championship
in the city of Juiz de Fora, Minas Gerais. It supported the Blood Donation Campaign on the 1st and 2nd 2012’s
academic terms, the Graduate Commencement Cerimony, the event TOP ESPM in São Paulo, the Economíadas,
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C A M P U S P R O F. F R A N C I S C O G R A C I O S O
PAULO
A
tradition at the beginning of each academic
2nd ESPM Education Forum
term is an inaugural class in all campi with
The 2nd ESPM Education Forum was held in São
successful professionals, who share their
Paulo as the Undergraduate School relationship
experiences and inspire new students.
strategy. The Forum discusses themes such as youth,
At the first undergraduate’s academic term, in São
education, teaching career and college admission
Paulo, the prominent host and Fantástico’s editorial
exams with high school professionals. At the second
head Zeca Camargo (Globo TV) gave a lecture to
edition, the philosopher Dr. Mario Sergio Cortella was
more than 1.100 people, who packet Teatro Bradesco.
the main lecturer.
As a former student of the institution, he explained
the role played by ESPM in his education: “if you
Social ESPM
are unsure about what you want, use ESPM to get to
Social ESPM consists of actions for sustainability
know things”. At the end, he received from the Dean
and social responsibility carried out by students
for Undergraduate School, Luiz Fernando Garcia,
with the supervision of professors.
and the Academic Dean, Ismael Rocha Jr., a copy of
The entity was conceived at the end of the 1990s
his diploma and bachelor’s thesis.
and was consolidated in 2001, when it began its
In August 2012, at the same theater and a great
first projects with the purpose of generating income
audience, the prominent and respected designer,
in needy communities and advisory to nonprofit
Hans Doner, who conceived Globo TV programs
organizations. Currently, the emphasis is on behalf
and the design of the famous digital watch H Design
of several marketing and communication advisory
Times, was the lecturer. Hans Doner, a master of
projects for NGOs and OSCIPs (Civil Society
media, audiovisual and digital culture, declared: “It
Organization of Public Interest) in order to assist
has been 36 years of making dreams com true”.
their progress. Other undertaken projects are:
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• Solidarity Easter – The 2012 Solidarity Easter
with children. Last year, the party was held at Buffet
was held at the farm Fazendinha Estação Natureza
Infatil Safari, in Porto Belo, São Paulo, with 60
with 75 children from the NGO Ação Criança. It
children between 4 and 10 years old from the
intended to give children the opportunity of expe-
children’s foundation Fundação Julita, and was
riencing the atmosphere of a farm. In partnership
assisted by 55 volunteers;
with CA4D (Centro Acadêmico 4 de Dezembro),
• Solidarity Christmas – The objective of Solidarity
70 students participated in the event and interact-
Christmas was to engage students to gather gifts
ed with the children;
through the campaign “Papai Noel dos Correios”
• Renato Castello Branco Award for Social Environ-
(PO’s Santa Claus).
mental Responsibility in Advertising – In October
MASP (São Paulo Art Museum) held the award in
an event characterized by the strength of the communi-
TOP Night ESPM
cation sustainability discourse. Vitória Sport Club and
TOP Night ESPM takes place every semester in
Leo Burnett Tailor Made agency were the great winners
São Paulo to prize Social Communication students’
of the Grand Prix with “Meu Sangue é Rubro Negro”;
best Graduate Projects. The project Intergraus was
• Blood Donation – In a partnership with the blood
the winner at the first 2012 edition. Intergraus
bank of Hospital Sírio Libanês, it consisted on a
was conceived by students André Guilherme Vidal
campaign to encourage blood donation among ES-
Lebarbenchon, André Hiroshi Katayama, Lucas
PM’s community. The donations were made at the
Callile Marques de Paula and Rafael Moura Curralo,
campus of São Paulo and had more than 200 people
who besides being awarded with the Grand Prix,
enrolled, achieving 89 bags;
were considered the best in the category Service
• Children’s Day – It intends to give needy children
the opportunity of a happy and joyful day. The event
and Marketing Planning. The award of 2012 first
semester will happen in 2013.
is opened to students, who can participate in activities
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Award Francisco Gracioso for Academic Excellence
In June, there were two editions of the traditional nationwide award Francisco Gracioso for Academic Excellence.
At the first edition, ESPM-South held the national award ceremony – edition 2011/12. The best bachelors’ thesis in
Administration and International Bachelor Projects in International Relations of all campi were awarded. Days after,
ESPM-São Paulo held the regional award ceremony of 2011/12 edition, which is the qualifying stage to the next
national award. In December, the works from 2012 second academic term were awarded. An event that involved more
than 200 students and 20 groups awarded.
Abilio Diniz at ESPM-São Paulo
“Choose to be happy”. That was the advice given by the businessman Abilio Diniz to the students of ESPMSão Paulo. He shared his professional and personal experiences throughout his long and prominent career
ahead of the group Pão de Açúcar, which started as a small patisserie, founded by his father in 1948, and
nowadays it is the biggest retail company of Brazil. The lecture was organized by Diretório Academico
Guerreiro Ramos, packing all campi amphitheaters.
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Courses Highlights
Administration
• Guia do Estudante (“Student Guide”, by Abril Publishers) - the course was awarded with five stars by Guia do
Estudante (Student Guide) 2012, Abril Publishers.
• McGill University - for the 16th consecutive time, a group of ESPM students participated in McGill University
vacation courses in Administration. For the first time, a ESPM’s student participated in McGill University
Master Program.
• Aula Magna - Administration Aula Magna with Luiz Carlos Trabuco, Bradesco Executive President.Theme: “Current
Moment and Prospects for Brazil and Entrepreneurship”.
• Lectures - in 2012, students of Administration also listened Andreas Huettner (Google Brazil Director); Ricardo
Vasquez (Danone Marketing); Caito Maia (Chilli Beans Founder); Ricardo Buckup (B2 entrepreneur); and Leonardo
Ganen (GEO Events, Globo TV events company).
Marketing and Advertising
• Proven Excellence - the Marketing and Advertising course witnessed, throughout 2012, the talent of its students.
Bell Lopes, student of the first academic term, represented ESPM at Roger Hatchuel Academy at the course that is
held along Cannes Lions International Festival of Creativity.
Students of Marketing and Advertising at ESPM were the only Brazilian representatives at YoungGuns 2012, one of
the world’s most important awards to young talents of Advertising.
In October, the Creativity Marathon – held for 24 consecutive hours - was attended by 304 students. The winning
group was awarded with an internship at the agency Agência África.
• Inspiration – with the objective of provoking students’ communication creativity, the School promoted the
“Aspirational Talk” with Ignácio Oreamuno, the new Chief Executive of The Art Director Club; the “Portifolio
Night” with H. Boer (Vice-President Creative Director at BBDO NewYork); and tutored participation (by professors
of Creation) of Advertising students in international events, such as Cannes Festival and Clio Awards. ESPM also
provided a large number of lectures with the purpose of giving students the chance of experiencing the reality of
the Market: the e-commerce women’s luxury clothing team OQVestir (business model); André Rabanea (Agência
Torke), Cannes’ jury; Professor Doctor Magda Hercheuik of the Westminster University (Digital Innovation) and the
series Meetings with Creative Directors for the 8th academic period (Caio Matoso, Rodrigo Jatene and Sandro Rosa).
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Design
At the beginning of November, the 9th Semana do Design (Design Week) was held at ESPM-São Paulo.
Professionals from different fields participated and shared their experiences with students of Design. Featured
Student and Design Students displays, which awarded students’ best papers, were also held.
It was held the 8th Portfolio Day, with the participation of Lego, OZ Design, Oficina Tipográfica São
Paulo and Laika Design designers as the jury. Lecture with Zahira Asmal, economist and publisher, who
internationally leads the project Designing South Africa (a collaborative research platform) and Wendy
Tlou, South Africa Tourism Department Communication Director: event World Cup 2014 – Reflections and
Opportunities.
And more…
• Aula Magna of Design ESPM with the designer Kiko Farkas, entitled “O Refogado do Design” (The Design
Stew), and with Luciana Pellegrino, Chief Executive of ABRE, theme “Design, Labeling, Sustainability”; the visit
of Nuno Coelho, designer and professor at the University of Coimbra, Portugal, to the LAB Design; the lecture
and workshop of the professor and designer Miguel Neiva, an outstanding professional at the European market.
• An agreement between ESPM and the University of Lisbon, Portugal, in which 10 vacancies of complementary
studies in Industrial Design at UL are granted; development of customized course in the area of Animation and
3D in accord with BCIT – British Columbia Institute of Technology (Vancouver, Canada); academic partnership
with SVA Experience (SVA – School of Visual Arts NYC) in order to held a workshop in Brazil and another twoweek workshop at SVA-NYC with Steven Heller and Lita Talarico. Theme: “The Designer as Entrepreneur”.
• The city of São Luiz do Paraitinga officially launched the city’s tourism brand in a public ceremony, in May
2012, with the presence of ESPM. Developed by Design students Cristiano Machado, Felipe Garcia and Thomas
Debeus, a deep ethnological research was conducted in the beginning of the Social Design project in order to
guide the brand conception.
E S P MC O
U
R
S E S 2 9
THE COURSE OF
JOURNALISM WAS
CONSIDERED THE
BEST IN BRAZIL BY
THE UNIVERSITY
RANKING FOLHA.
Jounalism
Modern Art Week) and the students of the 3rd term’s
Despite being a new course and still having the
Photojournalism exhibition.
first group attending the 4th academic period in
2012, ESPM’s Journalism course was considered
International Relations
the Number 1 by the Ranking Universitario
Center for Corporate Diplomacy - the center
Folha – RUF (University Ranking Folha). In
consists in a bond between academic knowledge and
addition to traditionally work in mass media, the
labor market, legitimizing the corporate diplomat.
program includes disciplines related to Business,
Established at the International Relations course, the
Marketing and fields that allow the new journalism
center promotes events and partnerships that aim at
professional work as producer and content publisher
the expansion of the number of internships for all
in blogs, news portals and public relations in large
ESPM’s students.
corporations. It provides a work and project routine
Diplomacy - ESPM-São Paulo received important
in which students have practical experience since
corps diplomatique in 2012: the Consul General
the beginning of the course. This new approach and
of Mexico in São Paulo, José Gerardo Traslosheros
the level of its professors conquered an outstanding
position awarded by University Ranking Folha.
The Aula Magna in the first and second academic
term was lectured by Ricardo Gandour, Content
Director of Grupo Estado, and Antônio Guerreiro,
Rede Record and Portal R7 Chief Executive;
The journalist Denise Neumann – Journal Valor
Hernández, conducted a special class to the students
of International Relations. The Deputy ConsulGeneral of Japan, Masahiro Kobayashi was at ESPM
to teach a special class to students of the 7th term.
MUN 2012 – five groups of International Relations
students participated in the 11th edition of MUN
Econômico - also gave a lecture; the Fapesp’s
(Model
United
Nations). The
objective
was
seminar: “Scientific Knowledge of the Brazilian
discussing international agenda themes, using as
Journalism: the contribution of Alberto Dines”; the
scenery organizations, agencies, programs of the
launch of the first interviews program by the students
United Nations and other international agencies.
“Linkados na Área” (in the Journalism Portal), with
Students also participated in the 1st G20 Youth
the participation of the chef Alessandro Segato and
Summit - Brazil. Two students were selected to
the journalist Marcos Augusto Gonçalves, who
participate in a meeting that happened along with
talked about the “Semana da Arte Moderna” (The
G-20, in Washington.
E S P MC O
U
R
S E S 3 1
Inaugural Lecture - Sergio Pereira, internationalist
and specialist in management of international
business. Theme: “The
new
merchants
and
international business in Brazil. Prospects of Brazil,
business and professionals”.
Cultural Institute
The Cultural Institute, directed by Geraldo
Alonso Filho, led ten editorial projects in 2012,
with a circulation of 14.700 copies, in which
Miami Ad School/ESPM
Ten years training the best creativity professionals of
the market. In 2012, Miami Ad School celebrated
its 10th anniversary by publishing the book “10
Anos de Ainda Não Temos” and “Faz de Novo”,
a gift form Burti, with testimonials and the most
important awards conquered by students throughout
these 10 years of history. Directed by Paulo Sergio
Quartiermeister, the MAS / ESPM also launched the
campaign of its subsidiary in São Paulo.
10.828 copies were distributed for free. Edited
Throughout these 10 years it trained 2.500 students,
Reprint in a magazine format, the original writing
of which more than 220 participated in international
of Ramona Bechtos (1973) about Brazil, published
internship programs in prominent agencies. In
in
magazine Advertising Age, bilingual
2012 a significant number of 123 people enrolled
edition distributed at the 25ª Semana de Criação
at MAS/ESPM travelled abroad by the program
Publicitária (25th Advertising Creativity Week);
Quarter-Away. It was also launched Quarter Brazil,
republished the edition “7 Anos de Debate” (7
a partnership with the best agencies in São Paulo
Years of Debate), with the institute Palavra Aberta,
that guarantees internships to our students. Miami
with texts about the seven years of legislative
Ad School/ ESPM successfully launched the Pocket
conference about freedom of speech. Updated the
Communication Planning, a compact and affordable
4th edition of the book “Propaganda Brasileira”.
version of the Communication Planning boot camp
the
and the boot camp in Customer Service. Among
students, former students and professors, 36 Cannes
Lions were associated to Miami Ad School/ ESPM
in 2012.
E S P MC O
U
R
S E S 3 3
G R A D U AT E S C H O O L
RODOLFO LIMA MARTENSEN
SÃO
PAULO
Discussed
topics: “A
real
communication’s
case in the World Cup”; “Marketing Innovation
applied to real state business”, “Understanding
and Serving the Retail Market” and “The X-Ray
of the Brazilian Game Industry - Microsoft and
•
Xbox”. The event was opened to the community.
In March, it was launched the course Strategic
Market
Management,
which
presents
an
innovative proposal that allows students to choose
the disciplines they want to take. It attracted 371
students in two launching semesters.
The First Executive Seminar: in April, the
•
Creative Leadership, a partnership between
ESPM and Berlin School of Creative Leadership,
brought Michael Conrad (President), Clark
Directed by Licínio Motta Neto, the graduate
Parsons and Douglas Guthrie to give lectures.
program of São Paulo campus seized important
Celia Marcondes Ferraz gave a lecture as a ESPM
activities.
representative.
In September, for the first time, it was held a
Important accomplishments in 2012
graduate ceremony for students, in which 106
In June, the 8th Lecture Series discussed, in five
students and 520 invited people participated.
lectures with specialists and executives, current
In November, the 14th edition “Administração de
topics about the business market. By providing
Marketing” (Marketing Management) by Kotler
the opportunity of contact with professionals and
and Keller, of which Prof. Dr. Edson Crescitelli,
specialists, the event helped participants extend
São Paulo Graduate Academic Director, was the
their professional network. This edition of the
technical proofreader.
•
•
•
Lecture Series followed São Paulo’s proposal:
bring the professional market to the classroom.
E S P M
3 5
RIOJANEIRO
DE
Directed by Flávia João Flamínio, ESPM-Rio de Janeiro held various actitivies.
2012 Programs
2
0 programs were applied. They formed 62
groups in a total of 1.690 people: Integrated
Communications, Digital Design, Strategic
Design, Entertainment, Franchise, Business Management, Competitive Intelligence, People Management
(Petrobras group), Services Marketing (VIVO group),
Strategic Marketing, Fashion, First Management,
MBA in Marketing and Services (Firjan group), MBA
in Telecommunications Business Management (VIVO
group), MBA in Business Management and Competitive Intelligence, MBA in Marketing applied to Petrol and Gas (Petrobras group) and MBA in Strategic
Design.
Creative Design Week
In October 2012 happened the Creative Design
Week, integration between Design and Advertising
courses. Simultaneously, the ceremony of Rogério
Steinberg Award to launch the website Rogério
Steinberg Institute and papers exhibitions. The lectures given by Luiz Arruda and Paco Conde, from
Ogilvy & Mather; Eduardo Garretano, Creative Director of Ogilvy Action; Antônio Tabet, from Porta
dos Fundos; Karen Cesar, From Berlin School of
Creative Leadership; and Drauzio Fonseca Tronolone, from Creative Technologist, from NBS, were
transmitted to various classrooms and were debate
topics in the Communication’s course classes.
E S P M
3 7
Course Highlights
Advertising
Advertising Campaign Festival - In the first academic term, the Advertising students participated in the
regional stage of the 5th ESPM Advertising Campaign Festival. In August, the three winner groups disputed
the Festival’s National Final at Porto Alegre campus.
Partnership with the project Rio Geração Consciente (Rio Conscious Generation) - At the 2nd
academic term, in an agreement with Secretaria Especial de Desenvolvimento Econômico Solidário do Rio de
Janeiro (Rio de Janeiro’s Special Secretariat for Economic Development), the Campaign Creation workshop
was held with young people from the communities of Maré, Manguinhos and Cantagalo.
Design
Victorinox awarded the student Raphael Simoens with his illustration in one of its jackknife lines; two
professors and the students Carla Vianna and Raphael Niemeyer presented their research projects (PIC –
undergraduate first scientific research project) at the Design P&D Congress in São Luiz do Maranhão;
The Design event “10 anos em 1 dia” (10 years in 1 day), with lectures, workshops and exhibitions, which
gladdened the campus, was in Rio de Janeiro.
The French designer Antoine Olivier conducted a workshop about posters based on the topic “Environment”,
using disposable materials such as glasses, foam, papers and plastic bags. Nuno Coelho, designer and professor
at Coimbra University, Portugal, presented projects of his own and papers form his students.
3 9
International Relations
relationship tools, new media and insights that lead to
Foundation of ESPM Global Jr. - In 2012 it was
further Digital Marketing projects. L’Oréal has only two
founded Company Junior for International Rela-
cathedras in Digital Marketing: in France and in Brazil.
tions’ students, which has the purpose of provid-
Pier Mauá Cathedra - The partnership be-
ing consultancy to projects related to International
tween Pier Mauá and ESPM-Rio de Janeiro aims
Marketing, International Trade and the relationship
at conceiving a new business model to the Pier.
between companies from different cultures.
It involves the business’ value proposition, posi-
I International Relations Regional Forum -
tioning, revenue models, and strategies concern-
Southeast - in October, the students of Interna-
ing the usage and occupation of physical spaces.
tional Relations conducted the forum with the ob-
Project Conversas Cariocas (Cariocas Talks) -
jective of discussing and learning Paradiplomacy, a
The course of Journalism, together with Glo-
form of decentralization of International Relations’
bo Universidade, and supported by Ponto
management, and other issues concerning the inter-
Cine, developed the project. Rio Janeiro ex-
national scenario.
periences a moment of discovery and renovation, which gladdens and encourages its peo-
Administration
ple, the cariocas, as well as arouses interest
II ESPM Seminar Creative Economy
about its places and roots. The name “Cari-
Lectures and round tables were held with the pur-
ocas Talks” was chosen because it does not
pose of discussing subjects related to creative econo-
consist in a symposium about projects in Rio
my: territorial marketing, music industry and gener-
de Janeiro, but in a moment of debate about
al prospects of Rio de Janeiro’s economy.
what its inhabitants do, who they are and
where they are going.
Cathedras involving undergraduate courses
The most debated topics were Technology,
L’Oréal’s Digital Marketing Cathedra - Founded in
Entrepreneurship,
a partnership with ESPM-Rio de Janeiro, it has the pro-
Expressions, Professionalization and Labor
pose of studying how brands interact with their target
Market, Safety and Tourism.
Sustainability,
Cultural
audience, identifying tendencies, new technologies and
4 1
ESPM-Rio de Janeiro Research Center -
Creative School - Last year, Rio de Janeiro’s
The center conducts researches ad hoc based on
Creative School celebrated its 14th anniversary
ESPM and other companies’ requirements. It also
having achieved the goal of turning gifted students
gathers researches conducted by professors (full
into professionals, who make the difference.
time and part time) together with their scholars.
Its course Portfolio received 40 students and
The conducted researches are: marketing and
approximately 150 students participated in the
consumption of second hand clothing; I bought,
Creative Workshop (Oficina da Criação) and the
but have not used (yet); collaborative consumption;
planning programs “Young Planners” and “P4B –
the audience of the theaters in the southern and
Planning for Branding”, which is in its 13th edition.
central areas of Rio de Janeiro; the planning of
The project, which proposes the foundation of the
window dressing in Rio de Janeiro’s retail market;
first “Creative Technology” course in Latin America
narratives and communication strategies in the
and workshops related to the field, was finalized.
construction of Rio de Janeiro’s identity and
The Creative School sponsored the regional step
the territory’s growth; labeling graphic analysis’
of the program Young Lions at the Advertising
methodology; “Interaction” in focus – an analysis
Writing Festival (Festival de Escrita Publicitária)
of theories concerning the concept of “Interaction
and supported the Creative Club’s Club of the
Design”; audiovisual production and academic
Future in Rio de Janeiro. It held the “Portfolio
productivity; the seek for autonomy and the
Hour” with the support of CCRJ, which was
nuclear diplomacy (1940-2012); drug trafficking
once restricted to ESPM’s students and now it
and new threatens to the national security;
welcomes Communication and Design students
from different schools in Rio de Janeiro, as well
as two “Meetings with Professionals” (Encontros
com Profissionais).
E S P M
4 3
SUL
RIO
GRANDE DO
Directed by Professor Richard Rigobert Lucht, ESPM-South conducted the following activities:
Project Projeto Empresa Madrinha (Sponsor Company)
I
mplemented in 2008, the project aims at integrating academic environment with labor market by
sharing knowledge and experiences in professional processes and platforms. The courses of Marketing
and Advertising and Design were sponsored by the company Digital AG2 Publicis. Gerdau, founded
in Rio Grande do Sul and one of the biggest Brazilian multinational companies, sponsored the courses of
Administration and International Relations. The sponsor of the course of Journalism was Rede Bandeirantes,
which made several agreements with ESPM-South.
7th Noite de Prêmios (Night of Awards)
The celebration, which awarded students and supported ideas, made history at ESPM-South for students,
parents, professors and professionals. At the 2012 edition, held in October in the theater Bourbon Country,
85 undergraduate students had their bachelor’s thesis awarded. The awards were divided in 34 categories:
gold, silver, bronze and special highlight. Based on the theme Micro-revolutions, the proposal was that
small and subtle attitudes may have the strength of great revolutions. To creatively illustrate this concept,
each course was represented by a different flag, which symbolized Peace, Sustainability, Digital Revolution,
Healthy Traffic and Education to everyone.
E S P M
4 5
The New Library
Education Management Training Program
In its constant endeavor to improve the education
An endeavor of the Institute Jama together with ESPM,
of its students and academic excellence, the new
the program invests in training education managers in
library was founded in September with a complete
Rio de Grande do Sul.
national collection in the fields of Communication,
There are two programs: implementation of a system
Marketing and Management. The new library
of Integrated School Management (Gestão Integrada
has a collection of more than 50 thousand items,
da Escola – GIDE) and a graduate course in School
among which books, fascicles and DVDs in an area
Management, which counts with the participation of
of 650m².
directors and dozens of public schools.
The President J. Roberto Whitaker Penteado, the
Academic Vice-President Alexandre Gracioso and
Sponsorship of Books and Documentaries
the Corporate Vice-President Emmanuel Pub-
The book entitled “O Jornalismo Farroupilha”,
lio Dias were at the library’s foundation ceremo-
written by Célia Ribeiro, tells the history of
ny. The advertiser Roberto Duailibi, counselor of
the intense life of Ferreira Gomes, a vanguard
ESPM, was also at the ceremony.
of Rio Grande do Sul’s press and the author’s
“This is a happy opportunity, in which we officially
ancestor. The book discusses political aspects
establish a time of enhancement of our premises for
and customs of the time, besides showing the
students and professors. And it is emblematic that
rise and role played by the press and advertising
it begins in a library, with the presence of counsel-
in the history of Rio Grande do Sul.
ors and professors”, said Richard Lucht, Executive
The book and documentary “Ideias Registradas
Director of ESPM-South.
– ARP 55 anos” tells the birth of agencies,
the rise of professionals, great campaigns,
challenges and battles faced, bringing histories
of more than 80 years of the sector. The book
can be considered one of the greatest registers
about Rio Grande do Sul’s advertising.
4 7
Espaço Cultural (Cultural Space)
Co.De Communication and Design ESPM-Jr.
It dedicates to exhibitions, lectures, interventions,
The company has four areas: agency, audio and vid-
meetings with artists, events and awards. Divided in
eo, digital and photography. It consists of students,
two spaces, Gallery I promotes art exhibitions, such as
tutored by professors, who supply communication
sculptures, paintings, drawings, photography, graffiti
demands of ESPM-South and other clients. In 2012,
and new technologies, bringing contemporary artists.
new posts were opened, providing students the oppor-
At Gallery II different exposition are held, for instance
tunity of working in marketing, commercial, projects
student and former student’s works, young artists’ ex-
and finance management at Co.De.
hibitions, junior companies, Co.De, among others. In
2012 four professors and artists – Antônio Henriques,
Izabel de Castro, Cilele Estol and Fernando Bakos –
Courses Highlights
exhibited their works.
Administration
Cultural Space won the VI Prêmio Açorianos de Ar-
In order to celebrate 10 years educating talents, the
tes Plásticas (4th Award Açorianos de Artes Plásticas),
course of Administration conducted a profile survey
from Porto Alegre’s City Hall, in the category Best
with former students and promoted the event “Ad-
Drawing Exhibition, with the exhibition Maisimerso
ministração ESPM-South – 10 Anos Formando Tal-
by Flávio Gonçalves, Guilherme Dable, Vivian Her-
entos” (ESPM-South Administration – 10 Years Ed-
zog, and Amélia Brandelli.
ucating Talents).
Among more than 600 students that graduated in this
Portal de Jornalismo (Journalism Portal)
period: 44% are currently executives in large compa-
It is an experimental multiplatform agency that pro-
nies, 37% became entrepreneurs, 16% work as con-
duces content to different media. In the Portal, select-
sultants and 3% work in the fields of education or in
ed students put into practice what they learnt in class.
public organizations.
E S P M
4 9
Administration Debates - The course of Administration developed and launched the seal Administration Debates
with the objective of debating polemic, innovative and exciting subjects.
Four topics of serious repercussion were discussed: “The role of women in management in contemporary societies”;
“The analysis of Marketing and Management’s role in secret societies: the Great Masonic Lodge in Rio Grande do
Sul”, presented by its own Grand Master; “Innovation in Business” with the participation of government authorities,
and “Executive and Entrepreneurship: young, what is your future?”
Marketing and Advertising
ARP’s Communication Week - In order to contribute to the continuous professional qualification of advertisers and
foster bonds with the labor market, ESPM-South sponsored and divulged the Communication Week of Associação
Rio-Grande de Propaganda - ARP (Rio Grande do Sul’s Advertising Association) in November.
Columnist Award and Young Lions Program Rio Grande do Sul’s step - The selection process of Rio Grande do
Sul’s Columnists of Brazil Award, held by Associação Brasileira de Colunistas de Marketing e Propaganda – Abracomp
(Brazilian Marketing and Advertising Columnists’ Association), was held at ESPM-South, supporter of the event. The
jury chose the representative Young Lions of Rio Grande do Sul.
Award Associação Brasileira de Produtores de Disco – ABPD (Brazilian Association of Record
Producers) - ABPD held na exclusive contest for all ESPM students (São Paulo, Rio de Janeiro and
South campi), which took place at the first academic term of 2012. The briefing had the purpose of ex-
E S P M
5 1
plaining the public the importance of consum-
International Relations
ing music ethically. As a total, seven works were
Model WTO ESPM-South - The International
indicated to the finals – three of them from ES-
Relations course created, in 2012, a simulation
PM-South. Two works were winner, one made
of the international organization Model WTO
by students from Porto Alegre.
ESPM-South, with the purpose of providing stu-
MTV Videoclip - In the 16th of January, the video-
dents the chance of practicing and experiencing
clip of the song “Dizer que Sim” by the band Gritos
the reality of an international organization regu-
da Paz, reached top 10 at MTV and was a Trend
lated by World Trade Organization (WTO). The
Topic in Twitter. The option of counting on Co.De
model, involving an evaluation board, counted on
Audio and Video work is because of the respect Ga-
the participation of two groups of International
briel Pedro, former student at ESPM and musician
Relations students.
at Gritos da Paz, has for ESPM.
Global Jr. - A nonprofit civil society organization
Journalism
exclusively consisted of students and tutored by a
The newspaper “Blog de Papel” (Paper Blog)-
professor, which has the purpose of providing stu-
The newspaper, produced by students of Journalism
dents their first experience in labor market. Global
and designed by students of Design, has an innovative
Jr. is imbued with the essence of a real company
objective: reverse the logic of writing history. The
and develops internationalizing and tropicalizing
idea of April’s edition was researching histories
strategies of companies and organizations in their
with one of ESPM’s neighbors: the cemeteries.
specific fields. In 2012, the project Luftech distin-
The main press coverage produced by students in
guished with the purpose of studying environmen-
2012 were: Youpix POA, Expointer, Open ESPM,
tal solutions involving mainly incinerators and sew-
Municipal
age treatment.
Elections,
Grêmio
Football
Porto
Alegrense Elections, 7th Award Night ESPMSouth, 58th Book Fair, Project Tarde em Pauta.
E S P M
5 3
T H E
R E
A Z O N
F O R
B E I
N G
W H O
W
E A R E
E S P MR E
A
S O
N 5 5
ESPM DOCTORAL
PROGRAM:
Dean for Research
And Graduate Program
Stricto Sensu
To the doctoral program in Communication and
An achievement
I
Consumption Practices joins the Dean for Research, the support and supervision of projects.
Its purpose is to join researches conducted by
professors, graduate students and centers of research and government promotion organizations.
In 2012, it offered 33 grants for research to professors and students. It is composed by CAEPM,
Observatório de Multinacionais Brasileiras (Observatory of Brazilian Multinationals), ESPM
Media Lab and Centro de Referência do Comportamento do Consumidor (Consumer Behavior Reference Center).
ESPM doctoral program in Communica-
Centro de Altos Estudos da ESPM – CAEPM
(ESPM Center for Advanced Studies)
tion and Consumption Practices in the field
The Center for Advanced Studies has the purpose
n November, Capes/ MEC recognized the
of Communication. The program, which lasts 8
of encouraging research of excellence focused on
semesters, presents as lines of inquiry: “Logic of
innovation, developing activities in the fields of
production and media strategies related to con-
Communication, Management and Consumption
sumption” and “Reception processes and sociocul-
and Design, divided in two dimensions: knowledge
tural contexts related to consumption”. The doc-
production (research and state of the of the art)
toral program was also recognized because of the
and knowledge diffusion by events, invited profes-
excellent concept awarded by MEC to the Master’s
sors and publications. In 2012 the Center for Ad-
Program in Communication, created in 2006.
vanced Studies conducted six researches, among
E S P MR E
A
S O
N5 7
them Research Youth/ESPM Make History, Eating
Design and Art Intervention (MEDIA). It signed an
Habits, Communication Dictionary, Sustainability
accord with Universidad Complutense de Madrid
Indicators ABAP/ESPM and Knowledge Web. Five
(UCM) and has partnerships with various other in-
projects were submitted.
stitutions in Brazil and abroad.
At ESPM-South two researches were conclud-
Lines of inquiry: New Means and New Languages,
ed: New Family Arrangements – the consumption
Media and Social Networks, Multisensory Com-
of heterosexual couples without children in Rio
munication, Visual and Sonorous Language, Me-
Grande do Sul (Professors Iara Silva da Silva and
dia and Education, Fund Raising for Scientific and
Liliane Antunes Rohde) and the construction of a bi-
Technological Development Projects, Theorical
lingual glossary (English/ Portuguese) online multi-
and Empirical Studies about Contemporary Media.
media to help learners from the area of International
(National Meeting for Consumption Studies) and
Centro de Referência do Comportamento
do Consumidor (Consumer Behavior Reference Center)
Encontro Luso-Brasileiro de Estudos de Consumo
It gathers professors from different field in re-
(Portuguese-Brazilian Meeting for Consumption
searches about the topic. It works together with
Studies), held in Rio de Janeiro; I ESPM Series of
ESPM Media Lab and ESPM Retail Lab in or-
Communication and Marketing with the topic “A
der to develop appropriate environments and
new Brazil: multiple identities”, held in Rio de Ja-
contexts to conduct a great range of researches
neiro and Porto Alegre; lectures with Marta Rosales
with real consumers.
Relations (Professor Ana Eliza Pereira Bocorny).
Events: Encontro Nacional de Estudos do Consumo
(University Nova de Lisboa) in São Paulo and Porto Alegre; lectures with the Italian sociologist Do-
Graduate Program in Communication
menico de Masi, in São Paulo and Rio de Janeiro).
In 2012, the program held the following activities:
International Congress (Comunicon) recognized
ESPM Media Lab
by CAPES and Fapesp, received a great number
It is a laboratory that investigates the main chang-
of participants; implementation of a new schedule
es in the contemporary communication and in the
to the Doctoral and Master’s Program, innovative
digital culture, focused on Media, Entertainment,
and able to facilitate the mobility of students; rec-
R E
A
S O
N5 9
ognition of five new research groups by CNPq. The
research groups hold regular meetings, in which
ESPM researches and researches from other countries and Brazilian states participate. Two professors, among the ones conducting their postdoctoral
Dean for Undergraduate
Education Program
and Graduate Lato Sensu
researches, were sponsored by Clacso and CAPES;
Academic Committee
six for researches (Spanish Government, CAPES,
The academic committee cares for the academic ac-
CNPq and Fapesp); one for the science outreach
tivities’ essence. It is a forum created to guarantee:
program “Memoral do Consumo ESPM” – Brad-
alignment between campi regarding academic offer
esco Bank (ESPM Consumption Memorial); pub-
and teaching quality; alignment between executives,
lished four compilations, three of them with ex-
managers and academic professionals; cooperation to
ternal approval (Sulina, Fapesp and CAPES) and
develop and disseminate better practices; governance
one of them with international character. It also
of the maintainer in relation to the other units; and
has organized compilations through the Graduate
freedom of innovation to the other units.
Program in Communication, adopted in different
Among its main activities: discussing and defining
graduate programs and in undergraduate courses
ESPM’s academic strategy (Pedagogical Model and
in Brazil and Latin America.
Position); discussing courses’ portfolio and prices
Master’s Program in International
Management
The department signed, in 2012, an agreement of centralization with FEA-USP and EAESP-FGV. Conducted three projects of research with government
financing, was granted with two research grants by
(target audience, courses, general characteristics of
the courses, the syllabi of the courses); discussing academic projects and lines of inquiry that interest all
units; discussing and proposing actions to innovate
ESPM’s pedagogical model; propose criteria to evaluate professors and courses and identify cooperation
opportunities between units.
CNPq and published articles in international newspapers: European Management Journal, Thunder-
New Processes
bird International Business Review and International
Every change and innovation on the portfolio, teach-
Journal of Automotive Technology and Management.
ing methods suggested by the units or deans must be
Furthermore, it had the biggest number of researches
inquired by the Academic Committee. The proposal is
approved at ENANPAD 2012 in the history of the
presented and voted by the committee’s representatives.
institution, with an indication for Best Research.
R E
S E
A
R C H
Main actions of the Dean for Undergraduate Education Program
• Foundation of the specialization in Animation in the course of Design in Rio de Janeiro’s campus; reform of the course of
Administration at ESPM-South and ESPM-Rio de Janeiro.
• Establishment of the undergraduate’s academic guideline; development of D-learning disciplines with the D-learning unit;
planning of the undergraduate courses 2013-2017.
• Analysis and construction of an action plan with all units to improve IGC and CPC (General Index of Courses and Preliminary Course Concept – established by the Brazilian Ministry of Education); establishment of the Competitive Intelligence
area with the Dean for Undergraduate Education Program); MEC’s assent on the use of the lines of education in Animation (Rio de Janeiro) and Fashion (Rio Grande do Sul), inside the course of Design. Accreditation of ESPM-São Paulo.
Dean for Graduate School, University Extension and Executive Education
The department was responsible for the endorsement of all D-Learning unit content (free courses and graduatie modules)
and the implementation of PPEE, as well as PPEE Working Group, consisted by the deans for Graduate School Program of
the three campi (bimonthly meetings). In the Annual Meeting of Professors, in March 2012, Prof. Dr. Claudio de Moura
Castro gave a lecture about the professors’ current role. Some time after the event, he accepted the invitation to be part
of ESPM Council.
NuPP – Núcleo de Pesquisas e Publicações (Center for Research and Publications)
In 2012, five researches, conducted by professors from ESPM in Rio Grande do Sul, were finished and their results divulged
in congresses and academic journals: “Africa in the international business between China and Brazil: the strengthening of
southern relations”, by Professor Diego Pautasso; “Agreements signed by Brazil to avoid double taxation on income: connecting elements”, by Professor Eveline Vieira Brigido; “The advertising market inside the classroom: a discursive view on
the teaching of Advertising Creation”, by Professor Fábio Hanson; “Globo Films to a Public Globo”, by Professors Flávia
Seligman and Fábio Hansen; “Opened Innovation: how to use professional partners to increase companies’ innovation capability”, by Professor Felipe Scherer.
PIC – Programa de Iniciação Cientifíca (Undergraduate First Scientific Research Program)
In 2012, six researches conducted by undergraduate students were finished and 12 new research projects were endorsed and, at
the moment, are being conducted. Finished researches: “The Extreme Right in Europe and image construction after after Postmodernism”, by the student Felipe Rafael Linden; “The Commercial Relationship between Brazil and East Asia: Vietnam (1989
– 2010)”, by the student Lucila Oliveira Pellegrini; “Luxury Fashion: understanding the Brazilian consumers’ preferences”, by
the student Luisa Brandelli; “The relation between Emotional Design and the brands of the sporting segment”, by the student
Luiza Leal Fontanella; “Brazilian International Responsibility: a study of the Araguaia’s guerilla”, by the student Mariana Ramos
da Rocha; “Project Shopping Total”, by students Anne Zaffari, Caroline Alves, Thiago Braga, Ketlen Teixeira and Nicole Kuhn.
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Endeavoring to Challenge
1st Business Incubator of the Brazilian Creative Industry
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he 1st Business Incubator of the Brazilian Creative Industry will be built at Rio Grande do Sul’s
campus. In some years, the project will transform the capital of Rio Grande do Sul in a center of
the Creative Industry in Brazil and abroad, and will take an area of 7.000m², in Azenha, granted
for 30 years by Porto Alegre’s City Hall. It will incubate approximately 50 companies from the field of
Creative Industry and intends to provide offices, meeting rooms, high speed internet, auditory, art gallery
and lounges. It will be filled about 700 new work positions, when the all areas of the enterprise operate at
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full blast, which is expected by 2015. In July, the agreement to build the Business Incubator of the Brazilian
Creative Industry was signed by ESPM-South and Porto Alegre’s government in a ceremony in Piratini
Palace, the government headquarters. The document was signed by ESPM’s directory and José Fortunati,
Mayor of Porto Alegre.
São Paulo Business Incubator
The Business Incubator ESPM-São Paulo started 2012 with the outstanding number of 100 incubated projects,
of which 10 turned into real companies. In June, with 2 years of existence, the Incubator started a new moment,
offering for 18 months a complete structure to previously selected students and former students could put their
P R E projects into practice. More than 30 students were inscribed at the category Entrepreneurship, with costs paid by
Sebrae, in Desafio Sebrae (Challenge Sebrae, an entrepreneurship initiative).
Partner of StartUp Challenge, provided R$ 40,000.00 and various resources, such as teaching methodologies and
business games to disseminate the culture of entrepreneurship among ESPM students. In September, ESPM São
Paulo’s Undergraduate School held the StarUp Challenge, a partnership between ESPM and Sebrae to awaken
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and strengthen the entrepreneur spirit and provide education access.
The event, which gathered 143 entrepreneurs, was marked by an intense interaction between different backgrounds:
lecturers, mentors, jury members, investors, developers, designers, startup enthusiasts, and professionals with
great experience in companies of different fields. At the end of the event, 15 projects were presented to a jury of
angel investors. Three were the winners: B2Blue, an online platform that negotiates and commercializes residues
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created by companies and industries through B2B; Popguest, a tool addressed to promoters, through a complete
management of guests synchronized with their Facebook; and Never End Wed (NEW).
i-Lab South
In 2012, the Business Incubator of ESPM-South, i-Lab, held the Incubation Jury, in which five projects
were endorsed. They will be supported and followed by the Incubators for 2 years, according to the
rules. It was also held the second public summon to select projects for the pre-incubation, which started
in October and selected 20 project among a total of 38 – making a total of 57 participants, among
students and former students of the Undergraduate and Graduate Programs.
Cietec
The students of the discipline Project II, Design in São Paulo, continued, in a partnership with Cietec (the
greatest technology incubator of Latin America, joined with IPT from USP – University of São Paulo), the
project that purposes the development of Visual Identity of the companies incubated. Throughout the last
years, the project of Visual Identity development has conceived more than 100 brands, with their respective
manuals, most of them explored by businessmen.
Last year, ESPM was honored at the Innovation Day, promoted by Cietec at USP (University of São Paulo),
because of the partnership signed in 2006.
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ESPM Media Lab
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n April, ESPM officially founded the Media Lab, a project sponsored by Bradesco and Agency Click Isobar.
The creative laboratory has the purpose of mapping and analyzing the main transformations in social
relations, in terms of consumption and communication, in a Brazilian context extremely sensitive to the
digital culture. In the Media Lab, researches, together with students, observe the world of communication –
advertisement, digital marketing, consumption, cyber culture languages and identities -, according to the points
of view of the media, entertainment industry, Design and artistic involvements.
Activities held in 2012: the research “Discursive Performance, Relationship and Commitment in Social Network
Websites”, conducted to Bradesco, with the collaboration of Prof. Dr. Raquel Recuero; four academic projects,
which included new languages in Journalism; participation in five national events and one international event.
GameLab
A space to research and experiment on ludic communication, GameLab was founded in April with the purpose
of enhancing knowledge about concepts, mechanics, interfaces and other game’s elements, as well as analyzing
the necessities of companies, organizations and people professionally involved in the development of games,
constantly aligned with the market. GameLab was also conceived with the mission of producing games with the
objective of improving the communication and education of its players. The production yielded, besides contacts
with important companies (Hasbro, .Mobi, Hive, ACIGAMES, Aquiris, Warner Bros. and Microsoft), several
prototypes elaborated by students.
ESPM Center for Innovation and Creativity (CIC)
In 2012, CIC – ESPM offered two programs focused on brand experience, communication, business models
and processes: Innovation Management and Innovative Actions in Digital Communication. The program, which
is forming its 11th group, has already certificated more than 200 students. Both courses have the purpose of
enabling students to become innovation managers and develop themselves, approaching the most important
topics on digital innovation, the world’s advertising, entrepreneurship and concepts of the new web.
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ported by many agencies.
which added to the current 14, made a total
of 23. The partnerships regard the courses of
Students’ Exchanges
Administration, Marketing and Advertising, Jour-
Comparing the years of 2012 and 2011, the
nalism, International Relations and Design in São
outcoming of students was of 185 against 152.
Paulo, Rio de Janeiro and Rio Grande do Sul, un-
The incoming was 48 against 58. The short term
dergraduate and graduate programs. The partners
courses impacted 49 students (in 2011, it was 39).
come from The USA, Denmark, Canada, Germa-
136 students versus 113 in 2011 took long term
ny, Romania, France, Spain, Mexico, Colombia,
courses abroad.
Argentina and Portugal. In July the Academic Mis-
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t was signed 9 new partnerships last year,
advertising school connected to BBDO and sup-
sion took place in Europe, which visited six coun-
International Internship
tries (France, Portugal, Spain, Germany, Italy and
In the field of International Internship, the process
Romania), 16 cities and 34 universities. Most of the
at the Washington Center started last year, in
visits made by the Dean for Internationalization re-
which students Anna Malka Campiani Gimez and
sulted in a Pact of Cooperation. Another innovative
Daniella Silva Cordioli had the opportunity.
factor of the Internationalization Area structuring
was the establishment of transversal and matrix
Disciplines in English
actions strategically defined by an Internationaliza-
The School is improving its courses each day. In
tion Committee.
International Relations, there are 24 disciplines
In order to extend the knowledge about innovative
taught in English by the professors and three
process in education, ESPM-São Paulo Dean for
disciplines in the course of Administration, in
Graduate visited the University of Arts (London)
São Paulo. Likewise, three Marketing disciplines
and gave a lecture, in Brazil, to students MBA in
are taught in English.
Innovation students. In Jyväskylä (Finland), participated in the immersion of a different undergraduate model, that privileges group work and mentors
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(team academy – a school without professors), finishing in Moscow, Russia, where have met a new
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Ciência Sem Fronteira (Science with no
Boundaries)
of the Brazilian Higher Education and how it is
organized at ESPM was presented.
The Program Ciência Sem Fronteira (Science
with no Boundaries) was coordinated by the
Atlantic MBA – Brasil – Portugal – Angola
Administration, but it has been transferred to
The relationship of Portuguese speaking countries
the International Office, coordinated by Professor
goes beyond the language. The Atlantic MBA, or-
Cesar Alves Ferragi together with Professor Cecília
ganized in partnership with PUC-SP, Universidade
Ferreira Alves de Souza, since October. Last year,
Católica de Portugal and Universidade Católica de
10 students were approved, and they are currently
Angola, consists of a program in which students go
studying abroad: United Kingdom (3), Holland (2),
to three countries: Portugal, Angola and Brazil. In
South Korea (2), Canada (2) and The USA (1).
2012, delegations of three universities participated
Professors Exchange
Ten professors were sent abroad in 2012: Peru,
The USA, Canada, Portugal, France and Spain.
in a program in which students visited companies
and Brazilian institutions in order to improve their
knowledge in several fields, such as culture, business,
marketing and management. In October, ESPM or-
International Visits
ganized the second meeting Workshop MBA Atlan-
Last year, ESPM was visited by 19 international
tic and received students for a day of activities.
universities, among them: Universidade de Lisboa
(Portugal), Westminster (United Kingdom),
Long Term Courses for Foreigners
Dublin Business School (Ireland), National
IES Abroad
University of Singapore (Singapore), Universidad
The partnership with IES Abroad, signed last year,
Antonio de Nebrija (Spain), Universidad de Las
culminated with the creation of the course ESPM
Americas Puebla (Mexico), Eafit (Colombia),
International Business Program. The students
Univeristy of Windsor (Canada) and Leseg
come from different American universities. The
(France). The delegation of Switzerland also
course will be offered in Rio de Janeiro.
visited the School. In the occasion, the dynamics
Acordo de Cooperação
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Cooperate Agreement with Dublin Business School
In September, ESPM was invited to participate in the 24th
EAIE, in Dublin, Ireland. At the occasion, the School’s
delegation visited Dublin Business School. The relationship
tightened when the escort of the president of Ireland,
Michael D. Higgins, was in Brazil and Dublin Business
School included ESPM in their itinerary.
Participation in Events
The School participated in seven national and international
events: AEI in Ireland; LACHEC in Colombia; OUI,
COLAM, FAUBAI, Switzerland Council and The USA
Council in Brazil.
The Process of Strengthening of the Brand
ESPM Abroad
In 2012, the Dean for Internationalization participated of
the study group “Internationalization of Higher Education”,
coordinated by Professor Manolita Correa Lima. Together
with CEBRI (Brazilian Center for International Relations) it
organized an event about Industrial Politics and their impact
in globalization, and fostered other important actions, for
instance:
• Join CLADEA (Latin American Council of Management Schools).
• Become supporting member of CEBRI (Brazilian Center for
International Relations).
• Join AMCHAM (American Chamber of Commerce). ESPM
has exclusivity on the elaboration of the marketing report.
• Participate in the events OUI (Brazil), EAIE (Ireland) and
LACHEC (Colombia).
• Become a member of AACSB (Association to Advanced Collegiate
Schools of Business), the first step towards internationalization.
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2011
2012
Number of students
executive education
2011
Number of lessons
2012
26
New clients
In 2012, the courses of Executive Education impacted 5.022 students – a growth of 99% compared with 2011.
The number of one-hour lessons also increased 30% compared with 2011 and the School conquered 26 new
clients. Regarding Refresh Courses, 1.859 students participated in 5.310 one-hour lessons.
Miami Ad School
In the second academic term, it was given an In-Company course to the Group Pão de Açúcar, which
founded a new category of courses with great potential.
30
%
Expressive growth
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%
ESPM-South
More than 20 companies were supported by the Executive Education, in approximately 3 thousand training
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hours for 2.900 partners, by 7 MBA programs of 420 one-hour lessons, 8 graduate programs of 360 onehour lessons, and 18 extension programs of various formats and workloads, in a total of 130 professors,
among doctors, masters and specialists, involved in the development and dissemination of content.
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ESPM Magazine
Magazine Casa do Vaticano (Vatican House
It was the first magazine edited by the School 17
Magazine)
years ago, which became an academic milestone.
As an effort to provide students the opportunity
The edition of 2012 discussed the topics “Religion
of realistic experiences, it was published the 12th
Marketing”, “Crisis and Opportunity”, “Neither
edition of the magazine Casa do Vaticano, a part-
Nanny, Nor Big Brother”, “Integrated Market-
nership between ESPM and the printing company
ing Communication” and “Strategic Planning”. In
Burti. The students of Design and Communication
2012, the blog ESPM was created in order to facili-
from the three campi were in charge of producing
tate the access of the magazine’s articles.
the images to arrange the work.
ESPM Journalism Maganize – Brazilian Edi-
InternexT – ESPM’s Electronic Journal
tion of Columbia Journalism Review
about International Business
ESPM Journalism course launched ESPM Journal-
This academic resource in the field of International
ism Magazine in partnership with Columbia Grad-
Management, opened to professors, researches and
uate School of Journalism. The editions will be pub-
graduate students to divulge scientific articles, es-
lished every trimester and will discuss topics related
says and didactic case studies, was published twice
to Journalism, translated articles from the American
in 2012. The topics involved discussions concerning
edition and material produced in Brazil.
the internationalization of Latin American companies, multinational companies’ strategies and the re-
Plural Magazine
lationship between subsidiary and main office.
A magazine created to be part of the Journalism Undergraduate Program in São Paulo. It has the purpose
Século XXI – Revista de Relações Interna-
of providing students the opportunity to edit a maga-
cionais (21st Century – International Rela-
zine: the guideline, interviews, final text and publishing.
tions Magazine)
Launched in July, its first edition discussed the topic
A dossier about Africa was the main topic of the fourth
“privacy in social networks”. Published every semester,
edition of Século XXI – Revista de Relações Interna-
the publication the cover approach the topic that is dis-
cionais of ESPM-South, with the purpose of contrib-
cussed throughout its 38 colorful pages.
uting to the field of International Relations.
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Books
A Técnica da Comunicação Humana
(The Technique of Human Communication)
The work of J. R. Whitaker Penteado was sold out. It was reviewed and extended. The book was awarded by “Troféu
Cultura Econômica 2012” of Jornal do Comércio and Badsul, on the category Public Relations.
The book presents an extensive study and discusses topics such as the philosophical and humanistic approach, the
importance of business communication, the Internet as a research and relationship tool. The book was reviewed and
extended by Professor Marleine Paula Marcondes and Ferreira de Toledo. Publisher: Thompson Pioneira.
A Propaganda e o Sonho: Orígenes Lessa e o universo publicitário
(The Advertising and The Dream: Orígenes Lessa and the Advertising Universe)
Organized by João Anzanello Carrascoza and Pedro Yves, the work is a compilation of 25 chronicles about the world of
Advertising and advertising creation, published on Revista PN from 1957 to 1960. Publisher: Singular.
Tempo de Gangorra
In the book, the journalist and ESPM’s councelor Saïd Farhat tells the history of a relationship of two years and a half
with the President-General in the Military Regime João Figueiredo, in which he worked as spokesperson and Minister
of Social Communication. Publisher: Tag & Line.
As Histórias do Bonitão na TV
The journalist Luiz Andreoli tells histories of his trajectory in Journalism until his current experiences. Publisher: E&Q.
Relações Internacionais em Euclides da Cunha – cartas de sete léguas
(International Relations in Euclides da Cunha – cartas de sete léguas)
The author Marleine de Paula Marcondes e Ferreira de Toledo contextualizes and analises International Relations in
Euclides da Cunha exploring his private correspondance. Publisher: Nankin Editorial.
A Literatura Infantil de Monteiro Lobato – uma pedagogia para o progresso
(The Children’s Literature of José Bento Monteiro Lobato of Brazil – pedagogy for progress)
Written by Rose Lee Hayden, the book is a condensation of her Doctoral thesis, written 40 years ago in English:
The Children’s Literature of José Bento Monteiro Lobato of Brazil – pedagogy for progress. Publisher: Referência.
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Academic Research Publications
Marketing of High-Technology Production and Innovations
High technology markets have a specific dynamic, different from other industries. Three aspects are important in this
business environment: market uncertainties, competitive volatility and technological uncertainties. In this context,
marketing tools and strategies must be adapted to reality. The book prefaced by Ozires Silva, written by three American
professors and by Professor Richard Lucht, Executive-Director of ESPM in Rio Grande do Sul, discusses the topic in
Brazil. Publisher: Pearson.
Feedback Corporativo: como saber se está indo bem (Corporate Feedback)
Written by Professor Simoni Missel, the work reveals a panorama of 30 years analyzing the behavior of businessmen
and their relationship in a corporate environment. Publisher: Saraiva.
Juventude, Consumo & Educação (Youth, Consumption and Education)
As part of the series Youth, Consumption and Education, ESPM-South published, in 2012, the third and fourth
editions of the book, with a compilation of texts based on empiric researches, both qualitative and quantitative.
Legislative Conference on Freedom of Speech – 7 Years of Debates
A publication that gathers the most important happenings in the seven “Legislative Conference on Freedom of
Speech”, from 2006 to 2012, with the participation of parliament members, authorities, journalists, businessmen and
representatives. Organized by the Institute Palavra Aberta with ESPM’s support. Publisher: Referência.
Panorama Setorial da Cultura Brazileira 2001 – 2012
(Panorama of the Brazilian Culture Sector 2011 – 2012)
A result of the research conducted by Renata Allucci and Gisele Jordão, sponsored by Vale and academically
supported by ESPM, the project, now presented as a book, has the purpose of mapping and give information
about the Brazilian culture production, being a reference to this important economic sector.
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ESPM in Cannes with its biggest delegation
To see closely and taming the most desired lions of the planet, in June, ESPM sent to the south of France
the biggest delegation of the School’s history. More than 30 people, among professors, directors and students
participated in the 59th edition of Cannes Lions International Festival of Creativity. The leader of the delegation
was Armando Ferrentini, President of the School’s Deliberative Council. In 2012, 68 ESPM students, former
students and professors were awarded in Cannes, among them Philipe Degen, former student and professor at
MAX/ESPM, who received the Grand Prix. Professor Alexandre Gracioso, ESPM Academic Vice President,
gave a lecture, which presented the results of the research Beta and Bravura, conceived by Professors Emmanuel
Publio Dias, Luiz Fernando Garcia and João Matta, with the contribution of of Professor Lura Chiavonne (Limo
Inc.). The result mapped the ten most important guidelines to the professionals who will work, in the next few
years, in advertising and communication agencies.
The research has already been presented at the V Congresso Brasileiro da Industria da Propaganda (5th Brazilian
Congress of the Advertising Industry), in São Paulo, in the occasion of the Commission I “O Futuro da Profissão”
( The Profession’s Future).
ESPM conceived and guided an international research with more than seven schools of communication
distinguished by the organization of Cannes Lions Festival and their special work in Undergraduate and Graduate
courses. Conducted by Limo Inc., the research had a great repercussion, being presented in several forums,
besides Cannes.
Award Marketing Best – Journalism Case
Innovation and audacity to launch a Journalism School (Undergraduate and Graduate) at a time when a diploma
is not legally required (since 2011) were recognized by jury, consecrating ESPM as one of the winners at the 25th
edition of Marketing Best, held in November, in São Paulo.
Brands of Decision Makers 2012
For the sixth consecutive year, ESPM-South was among the winners of the project Brands of Decision Makers,
an achievement of the newspaper Jornal do Comércio and the Institute Qualidata. The School was regarded the
leading brand in the Business School sector, in both categories “most remembered” and “favorite”.
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Courses Awards and
Recognitions
ents. Two of them were winner, taking the gold and
Rainor Marinho and Danilo Costa Matos from
Marketing Best Sustainability
title “Student of the Year”.
MAS/ESPM won an unprecedented “Pencil” to
In August ESPM-Rio received the Marketing Best
Fiap
Brazil for the work “Stride: face the COW”. The
Sustainability award, in recognition of the case “A
The festival was held in Miami, Florida. Among the
work also won two other “Merit” awards.
real friend shares!”. The campaign was created in
12 awarded works at the category “Students”, six
ESPM won other two “Merit” awards: one for the
2011 by students in the 7th semester of the School
were conducted by students from MAS/ESPM: a
work “PET Binocularse” and another for “Stride
of Social Communication, for carrying out the ac-
gold, a silver and four honorable mentions. The only
AMMO”.
tion “Sponsor gets Sponsor,” coordinated by the
gold in the category was won by the piece “Adidas
Clio Awards
nonprofit organization ActionAid.
Adzero Feather”, created by Ronaldo Mascarenhas,
Students from MAS/ESPM conquered two bronze
First Place Brazil in the 20th edition L’Oréal
Renato Simão, Marco Karner and Saulo Filho
awards. The first was for “Donation Detector,” by
Brandstorm Competition
and coordinated by Professor Fabio Astolfo, from
students Stéphanie Zampollo, Nayara Lima and
The theme of the Brandstorm business contest was
DM9DDB.
Lucas Santos and the second for “Netflix Places,”
the creation of a product for The Body Shop brand.
Andy Awards
by Gabriel T. Garcia and Felipe Sampaio.
The candidates had to base their entries on sustain-
Miami Ad School/ ESPM won the gold at the In-
Golden Awards
able business values, according to criteria from the
ternational Andy Awards, the annual ceremony of
The award, which takes place in Canada, had works
United Nations Sustainable Development Con-
New York’s Advertising Club. The winner piece at
from MAS/ESPM among the finalists: “Very Fast,”
ference, known as Rio+20, held in Brazil. During
the category Student was the case “Netflix Places”,
for Fedex, and “Ticket to Keep,” for Hallmark.
the contest, students were encouraged to put into
a smartphone app for Netflix clients, in which you
Nike Competition - The Chance
practice theories learned in school and act as prod-
evaluation, Abril Publisher, as well as First Place
can see what movie scenes happened in the places
In a photographic competition sponsored by one of
uct managers. The executives evaluated the projects
in Advertising by the Ranking Universitário Folha
you visit in New York and Los Angeles.
the world’s largest sports companies, student Edu-
and competitors in each phase of the competition,
(Folha University Ranking), whose evaluation is
D&AD 2012
ardo Biermann of the ESPM-South campus won
providing feedback, which assisted the students’
conducted by representatives of the companies con-
Three awards were conquered by students of Miami
the Brazilian phase (held at Granja Comary, the of-
performance.
sulted by DataFolha.
Ad School/ESPM: a “Yellow Pencil” on the catego-
ficial training place of Brazil’s national soccer team)
First Place in the AQUALUNG project
YoungGuns 2012
ry Digital Advertising, “Yellow Pencils” on the cat-
and qualified for the global contest in Barcelona in
The purpose of the Aqualung project is to sup-
Four Advertising and Marketing students form ES-
egory Integrated Communications and “Best of the
September. Among the outstanding photographs
port educational companies and institutions that
PM-São Paulo were the only Brazilian represen-
Year” on Digital Advertising.
from various countries, Biermann conquered the
participate in projects with the mission of helping
tatives at the YoungGuns 2012, one of the world’s
One Show
global award, which received broad attention, in-
Brazil’s marine environment. In 2012, ESPM Rio
most important awards for young advertising tal-
At this festival in New York, student Juarez Gomes,
cluding from the press.
won first prize in the category Academic Project for
Award Communication Icons
At the V Congresso da Indústria da Comunicação
(5th Congress of the Communication Industry),
held in May 2012, in São Paulo, ESPM was reverenced with the award Communication Icons by
ABAP (Brazilian Association of Advertising Industries), for 60 years educating great professionals.
Marketing and Advertising
ESPM is considered the first by Ranking Universitário Folha (Folha University Ranking)
The widely recognized quality of ESPM School of
Advertising and Marketing was once again recognized with Five Stars by the 2012 student guide
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Marketing Strategy. The solution presented allowed
cle in the field of Marketing for the work “Brazilian
Journalism
PGS), for the work “The Polemical Role of the
mounting and maintaining the first laboratory for
Institutional Stability and Advertising Investment:
RUF
Magazines Veja and Carta Capital.”
breeding the crustaceans known as tatuís.
analysis of the main components, 1997-2010.”
ESPM’s Journalism School was considered the
São Paulo Creative Club Festival
best in the country (First Place) in the Universi-
The Miami Ad School/ESPM took the gold, silver
ty Ranking of the newspaper Folha de São Paulo
Relações Internacionais
and bronze in the 37th edition of the São Paulo
Design
(RUF) sharing this award with four other schools.
Literature Award
Creative Club Festival. Idealized for the Museum
Brazil Design Awards 2012
Vivo Telefônica University Journalism Award
In 2012, International Relations student Luisa
of the Person, among the items selected in the Stu-
ESPM received the title of Design Institution of the
Caroline Araújo Pinheiro da Costa, a student at
Dalla Valle Geisler was considered one of the best
dent category for the short list, seven were created
Year in the Brazil Design Awards 2012 of the Brazil-
the 4th academic term of the ESPM
writers of her generation by the British literary
by students at MAS/ESPM. Of these, three were
ian Association of Design Companies – AbeDesign.
South’s Journalism School, won Vivo Telefônica
journal Granta. Her first book, Contos de Menti-
awarded and three others were published in the
The recognition came in November as part of Brazil
University Journalism Award. She won the com-
ra (Record, 2011), won Sesc Literature Award and
Annual Report of the CCSP.
Design Week (BDW’12). São Paulo, Rio de Janeiro
petition for a work in radio-journalism about the
was finalist at Jabuti Award. Quiçá (Record, 2012),
Intercom/Expocom Brazil
and Porto Alegre campi were named by a jury that
Legality Movement, supervised by Dr. Janine
her first novel, also won SESC Literature Award.
The 2012 edition of the Exhibition of Experimental
included directors of the Association and the com-
Marques Passini Lucht, Dean of the School of
First Scientific Research
Communication Research took place in Fortaleza, Ceará,
mittee of the BDW’12. “The Brasil Design Awards
Journalism.
At PUC-RS XIII Salão de Iniciação Científi-
in September. After winning five golds in the South-
2012 prize encourages us to maintain our efforts to
Expocom-South
ca (XIII First Scientific Research Meeting at
ern Eliminatory round of Expocom, the ESPM-South
make ESPM a reference in Design. The approach to
Baptized with the name Blog de Papel (Paper
PUC-RS), the 4th semester student of Inter-
Campus Advertising and Marketing Department took
Design planning and management that our course
Blog), the first newspaper of the
national Relations at ESPM-South, Thomas
three national golds, becoming the school with the most
offers recognized that our route is well drawn and
ESPM-South Journalism School won in the Print-
Pereira Rossato, received the award for Out-
awards in Brazil and the only one in Rio Grande do Sul
promises other future glory,” said Eliana Formiga,
ed Newspaper Category (single issue). The publi-
standing Intern at the XIII Scientific Initiation
to receive the highest recognition this year. The winning
Design Director at ESPM-Rio.
cation was produced by the first class of Journal-
Salong at PUC-RS.
categories were Poster, Graphic Design and Advertisting
4th Bornancini Design Award
ism School and had the participation of students
Photography.
ESPM took top prizes in the categories Graphic-Vi-
and professors from the School of Design.
XXIII National Meeting of
sual Design and Ambient Design, in this, the larg-
Iniciação Científica (First Scientific Research)
Undergraduate Management Schools
est design award of the state of Rio Grande do Sul,
Journalism student Tatiana Reckziegel at ES-
At the XXIII National Encounter of Undergraduate
which intends to reveal and promote the production
PM-South received the Highlight Award at the
Management Schools (ENANGRAD), Prof. Fábio
of designers in the academic and professional seg-
XXIV São de Iniciação Científica da UFRGS
Pesavento was awarded for the best academic arti-
ments, who work in or outside the state.
(XXIV First Scientific Research Meeting at UF-
A
WA
R
D S 9 5
O U
Administrative and Financial Results
R
With a turnover of R$ 253 million in 2012, ESPM presented an annual growth of 10% in the last four years,
which represents a cumulative profit of 33%.
10
N U
190
M
2009
%
Average
devolepment
228
253
203
2010
2011
2012
To continue the investment strategy to allow expansion of activities, the capital purchase represent 11,4 % of
gross revenue in 2012, a total of R$ 28,8 million. The largest investments were addressed to current premises,
acquisition of Rio de Janeiro’s building, modernization of the technological park, investments on D-Learning
B
and on the library.
Students’ Financial Support Program ESPM offer a variety of scholarships, which represent a wide field of responsibilities supported by the
E
R S
Institution: social inclusion and support permanence in school. In 2012, the School supported, with its own
financial resources: 15 scholarships for merit, addressed to students from public and private school, who
were in 1st place; partnership signed with Fundação Estudar, exclusive to students from the 1st to the 6th
semester of Managing; gave 300 student Crédito Educacional Solidário (Solidarity Educational Credit),
R
E S
U LT
S
(Social Scholarship) that helps students with temporary financial
problems during college; provided 706 students the chance of
participating in the program of undergraduate student financing
program by the Ministry of Education; and keeps free Education
Insurance to undergraduate students, a partnership signed with
Bradesco Vida e Previdência, with the objective of helping students
continue their education, when their family eventually is not
financially able to pay the course, and other benefits.
3,5
%
Professional Capacitation
In 2012 it was granted R$ 2,9 million in scholarships, R$ 423 million
in courses and trainings and R$ 197 thousand in school refund, in a
total of R$ 3,5 million, which represents an increase of 2,5%.
Number of Students
2011
2012
On average, 9.642 students were enrolled in 2012: Undergraduate
(4.177), Graduate, São Paulo (1.345), Rio de Janeiro (1.938), South
(2.059), and MAS/ESPM (123). Compared with 2011, there was
9.642
Average of students in 2012
an increase of 3,5%. To its total, it is added 6.559 students enrolled
on vacation and itinerant courses, which represents a total of 16,2
students attending classes at ESPM.
In terms of internationalization, 62 students travelled abroad, (FiU +
EADA), and 11 were welcomed by the School in 2012. This exchange
of people represented an increase of 55,3% compared with 2011.
Partnerships
academic performance to study at ESPM; the program Bolsa Social
New Internationalization
which has the purpose of helping students with a distinguished
Aarhus University
Dinamarca - Aarhus
University of Southern California Annenberg - USC
EUA - Califórnia
IES ABROAD
EUA - Illinois
École International de Commerce et Développement
França - Lyon
School of Visual Arts
EUA - Nova Iorque
Grenoble - École de Management
França - Grenoble
Seton Hall University
EUA - Nova Jersey
Suffolk University
EUA - Boston
The Washington Center
EUA - Washington D.C.
IÉSEG
França - Lille
British Columbia University
Canadá - Vancouver
Berlin School of Creative Leadership
Alemanha - Berlim
Bucharest University of Economics Studies
Romênia - Bucareste
Universidad Nacional Autónoma de México
México - Cidade do México
Universidad EAFIT
Colômbia - Bogotá
Universidad Antonio de Nebrija (Dupla Titulação)
/ Universidad Complutense de Madrid
Espanha - Madri
Universidad del Santo Tomás de Aquino (UNSTA)
Argentina - San Miguel de Tucmán
Universitat Autònoma de Barcelona
Espanha - Barcelona
Universidade de Lisboa
Portugal - Lisboa
R
E S
U LT
S9 9
M I S
S I O
Mission
A cultural institution dedicated to the education and research fields, specialist in Communication and
Marketing, offering training programs and high quality professional development to the benefit of society.
Our students are – or become – leaders in the labor market.
N Ethics
• The pursuit of excellence.
• Environmental responsibility.
• Ethics in social and professional relations.
E T H
• Integration in and with the market.
Charter of Principles
• Defend political systems based on representation through vote and on the respect for citizens’ rights.
I C S
• Defend private property, market liberalism and free enterprise.
• Keep always in mind the role of advertising and private enterprise in the economy as key factors in stimulating
consumption and social mobility.
• In all honesty, help people feel happier by purchasing or using goods and services that provide security, comfort
and pleasure to our lives.
A N D
P R
• Respect the Constitution, uses, customs, as well as the society moral and ethical values.
• Recognize and value the ethnical and cultural diversity of Brazil, avoiding images and stereotypes that are offensive
to minorities.
• Stimulate the participation of companies in public life and community affairs. Consider, above all, the concept of
citizenship that must prevail among companies.
I N
• Defend equal opportunities to all citizens.
• Defend respect for the citizen, freedom of speech and ethics in social relations.
• Preserve and promote our values and traditions, defending the principles of society and family.
C I
P L E S
P H I
L O S
O
P H Y
S U P P O
R T I
N G
I N S
T I T U T
I O N
M E M
B E R S
COUNCIL OF DELIBERATION
•
Armando Ferrentini – President
•
Luiz Marcelo Dias Sales – 1st Vice-President
•
Roberto Duailibi – 2nd Vice-President
•
Sérgio Reis – 3rd Vice-President
•
Alex Periscinoto
•
Armando Strozenberg
•
Dalton Pastore
•
Décio Clemente
•
João Vinicius Prianti
•
José Carlos de Salles Gomes Neto
•
Luiz Lara
AUDIT COMMITTEE
Titular
•
Luiz Carlos Brandão Cavalcanti Jr. – President
•
Adriana Cury
•
Percival Caropreso
Substitute
•
José Heitor Attílio Gracioso
Associates
•
Adriana Cury
•
Alex Periscinoto
•
Altino João de Barros
•
Andrea Salgueiro Cruz Lima
•
Antonio Fadiga
•
Antonio Jacinto Matias
•
Armando Ferrentini
•
Armando Strozenberg
•
Claudio de Moura Castro
•
Dalton Pastore
•
Décio Clemente
•
Francisco Gracioso
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
Francisco Mesquita Neto
Jayme Sirotsky
João Batista Simon Ciaco
João Carlos Saad
João De Simoni Soderini Ferracciù
João Roberto Marinho
João Vinicius Prianti
José Bonifácio de Oliveira Sobrinho
José Carlos de Salles Gomes Neto
José Heitor Attilio Gracioso
Judith Brito
Luiz Carlos Brandão Cavalcanti Jr.
Luiz Carlos Dutra
Luiz Lara
Luiz Marcelo Dias Sales
Marcello Serpa
Octávio Florisbal
Orlando Marques
Percival Caropreso
Petrônio Corrêa
Roberto Civita
Roberto Duailibi
Roberto Martensen
Said Farhat
Sérgio Reis
Waltely Longo
EXECUTIVE BOARD
•
J. Roberto Whitaker Penteado – President
•
Alexandre Gracioso – Academic Vice-President
•
Elisabeth Dau Corrêa – Vice-President for Finance and Administration
•
Emmanuel Publio Dias – Corporate Vice-President
•
Hiran Castello Branco – Executive Vice-President
E S P MS U P
P
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T O P R O F E S S O R E S E S T U D A N T E V A N G U A R D A S E R I E D A D E A P R E N D I Z A D O R E S P O N S A B I L I D A D E S O C I O A M B I E N T A L E D U C A Ç Ã O C O N T E Ú D O I N O V A Ç Ã O L I D E R A N Ç A E M P R E E N D E D O R I S M O E S T R U T U R A T E C N O L O G I A M A R K E T I N G C U L T U R A A R T E G E S T Ã O C O M U N I C A Ç Ã O D I G I T A L V A L O R E S P E S Q U I S A E X C E L Ê N C I A E N S I N O C R I A Ç Ã O É T I C A I N T E R N A C I O N A L I Z A Ç Ã O H I S T Ó R I A M E M Ó R I A