Aware that issues related to ethnic diversity are not a seasonal strategy, Mynd is one of the largest influencer marketing and entertainment agencies in the country, expanding the Potências project. The objective of the initiatives led by the company’s publicist and artistic director, Julio Beltrão, is to open up new opportunities for the black community.
“We are still on our way to transforming influencer marketing into a more inclusive marketplace. Due to a number of factors, from brand advocacy to platform algorithm deliveries, which are often hard to understand, people are consuming fewer creators. So, all our initiatives will help to achieve a greater vision for professionals and help companies understand this process of possibilities”, reveals Julio.
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In recent years, the consumption of products and services by blacks has increased with the emergence of projects such as Quintal Dos Prettos, Numanice, Tardezinha, Afropunk and Batekoo. With that in mind, Plataforma Potências has you covered! , through social networks, television and free live broadcasts, the main facts and events of society. The project will feature a large number of presenters and entertainment profiles that will bring from rap to MPB, from Lollapalooza to Afropunk and from geek to carnival.
New powers! As an immersive experience for a black content creator who is starting out or wants to go pro. “It will be a kind of exclusive school for creators of black content. Here we will have a series of actions such as workshops, networking programs and training dedicated to promoting new names in the market. We already have a team of trainers who understand the subject and brands that they are ready to nurture these influencers,” explains Beltraw.
In keeping with the values of the company – which has, since 2017, more than 50% black employees – Mynd also offers Banco de Potências! , which is a registration platform for black professionals from various cities in Brazil, working on activities ranging from the most technical to the most artistic, which will be presented to brands; In addition to Consultoria Potências! , who will have the task of helping the most diversified companies to increase their number of employees to achieve a greater understanding of the importance of inclusion.
Furthermore, Beltrão continues to lead the Potências! , which is made up of black and white influencers of great influence, importance and participation, and Prêmio Potências! , which pays tribute to the black personalities that stood out throughout the year. With the expansion of the project, Mynd is strengthening its diversity DNA and bringing more impact and visibility to black Brazilians, which, according to a study by the Locomotiva Institute, in partnership with the Feira Preta Institute and supported by Itaú, moves more than 1, 7 billion reais per year.
According to Fátima Pissarra, general director of Mynd, this position reinforces the pioneering spirit of the company in this inclusion movement. “For more than five years, we have been putting into practice the mission of giving more voice and space to the black community in Brazil every day. Thinking of initiatives that affect the entire chain, we want to make a difference by hiring professional blacks in companies , for bespoke projects to achieve greater representation,” to supporting creators who are still struggling with brand resistance to hiring them. With hard work and persistence, we’ve been able to make Mynd a practically diverse company. Now we are here to join forces and bring that difference to more organizations,” he explains.
