ACHAP

Challenging the status quo to revitalize the role of an industry association

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Challenging the status quo to revitalize the role of an industry association

The challenge

We drove a new approach to workforce reskilling

Facing an extremely challenging scenario for advertising agencies, with a major transformation of communications driven by the rise of digital, along with the fragmentation of communication platforms and audiences and greater complexity in building brands, the advertising agency association needed to redefine its outlook for the future.

The challenge was to revitalize its role, re-energize itself with a new purpose and broaden its view of the territory and key stakeholders to become a relevant collective in the world of creativity.

What we did

Our value proposition

Strategy and Purpose
Culture and Leadership
Brand and Experience
Design, Communications and Marketing
Research: Insights and Metrics

Challenging the status quo and ACHAP’s history up to that point, we dug into the industry’s gaps and opportunities from the perspective of different stakeholders (members, non-members, former members, members’ clients).

Then, through a participatory process with the association’s directors and members, we redefined the present and future territory the brand aspired to play in, reframed its purpose, established the key strategic pillars and designed an action plan with priority initiatives to support the transformation.

Result

Our impact: a connected brand

The birth of the Chamber of Creative Companies, a new brand that represents the association's integrative vision and future development, a broader framework of current and potential members, and a set of core pillars with key initiatives led by association members to drive its transformation.