— Who we are
foundation group communication
What We Do
The Fundamento Grupo de Comunicação exists to drive interactions and experiences between brands, people and organizations, building sustainable relationships based on mutual interests. This is how we build value for clients and society in general.
Our Vision
We have developed a workflow based on what we refer to as the 3Cs. It combines technical quality with continuous oversight, resulting in a client approval rating of over 90%.
THE 3CS TECHNICAL APPROACH
CONSISTENT PLANNING
What does this involve?
Strategic planning
- Scenarios
- Business v. communication objectives
- Brand positioning
- Attributes and messaging
- Audience mapping
- Strategic pillars for each audience
CREATIVE STRATEGIES
What does this involve?
Tactical planning
- Tactics and strategies
- Targets and indicators
- Deployment timetables
- Budget estimates
CONTROLLING EXECUTION
Who does what, and when?
Team management
- Operational timetables
- Project management tools
- Automated client approval workflows
- Continuous results monitoring
- Monthly and fortnightly reports
- Project quality and productivity metrics
— Who we are
OUR VALUES
MAKING A DIFFERENCE
We are committed to our clients’ success. This is the goal of every communication project we plan and deploy.
INNOVATION AND ENTREPRENEURSHIP
We are continuously reviewing our processes to improve quality and efficiency. Pushing the envelope does pose risks, but also offers great rewards.
COOPERATION
Our teams are multidisciplinary. We create an environment where associates, clients and partners can interact.
ETHICS
Ethics are the touchstone of all our relationships.
OUR ACHIEVEMENTS
1990
Marta Dourado, a well-known PR expert, creates Fundamento Assessoria de Comunicação. She initially partnered with Sabrina Mendonça, who continued he relationship with the company as a client after departing.
1992
Fundamento wins the Compaq account, representing the leading US PC manufacturer and developing the PR campaign that launched the first domestic computer in Brazil. The biggest challenge at the time was repositioning a product that was viewed as being excessively technical into one more akin to a home appliance.
1995
Fundamento is hired to launch a Brazilian subsidiary for Finnish company Nokia. At the time, consumers believed it was a Japanese company and its name was pronounced No-quía. The company then spent 10 years introducing new technologies and transmission infrastructure, including digital and analog technologies, prior to implementing 3G.
1996
Fundamento creates and implements Chemicals and Nature, an environmental education project for Belgian company Solvay. The project, which won the ABERJE Award, reached more than 25,000 children and adolescents.
1999
Fundamento takes charge of the Star Wars repositioning strategy in Brazil. The initiative, developed by the George Lucas studio, leveraged the Episode I launch to consolidate the Star Wars brand globally.
2000
Comunicação em Dois Tempos – 1st Edition. “A Vision of the Future” reviews the communication market with analyses by Marta Dourado, Heródoto Barbeiro, Paulo Nassar, Ricardo Gandour, Sidnei Basile and others. Read the complete report.
2003
Fundamento creates a Strategic Analyses Support Unit that would later become Fundamento Analyses.
2005
Bovespa is the venue for an event celebrating the launch of the second edition of Comunicação em Dois Tempos: “A Vision for Sustainability”. Fundamento also sponsors a lecture on leadership and collective prosperity with former US President Bill Clinton, organized by Cambridge Leadership Associates.
2006
Fundamento is involved in the “MasterCard – Making a Mark on the World Cup” project, winning two awards. Fundamento won the 2006 National Public Opinion Award in the Public Relations for Private Companies Category and the 2006 Caio Award in the Media Advisory Category.
2007
Fundamento Digital is born. Fundamento Analyses presents the third edition of the Comunicação em Dois Tempos program. Under the title “A Vision of Interactivity”, it presents opinions from 31 of Brazil’s largest companies about social media’s impact on corporate communications.
2010
The Pharma division of Anglo-American pharmaceutical company Shire arrives in Brazil and chooses Fundamento as its PR agency.
2011
Fundamento produces a number of memorable campaigns for client Reckitt Benckiser. These included the campaign launching Veja Panos Umedecidos and Vanish em Ação, as well as the Fundamento Digital social media campaign for clothing donations to the ABRINQ Foundation. Residents in São Paulo donated 13,400 items of clothing to the Vanish campaign in a single day.
2013
A Fundamento PR is spun off from the parent company to operate independently from its other brands.
2014
The Fundamento Grupo de Comunicação is created; it is a group of brands that offer significant synergies based around an innovative model that provides multidisciplinary, integrated communication solutions.
2015
Fundamento PR receives the 2015 Trusted Agency Award from Communication Business Magazine.
2017
A Fundamento Marketing launches Première,a product testing and buzz marketing program. Consumers interested in testing products being launched can register to become Premières. Participating companies can use the program to launch products with the advantage of placing their products in the hands of a target market selected to represent the brand’s ideal customer.
2019
Fundamento builds its own headquarters in the Brooklin neighborhood. The building is designed by architect Eduardo Rodrigues to be a modern and functional agency with its own photography, sound and video studio.
2020
Fundamento moves to its new headquarters and celebrates its 30th anniversary, despite the challenges from the Covid-19 pandemic.