Situation
The tobacco-producing company Rothmans did not have a formal Communication area in Portugal, and ran its operations from the Netherlands. Its sales were insignificant and its market share stood at 0.03%.
Results
After eight years of working with Primeira Imagem and having increased its market share by 20,000%, Rothmans decided to set up its own company in Portugal.
Situation
McDonald's opened a contest for its Communication account, with special attention to Crisis Communication. He invited several communication companies to participate, with one central problem: Strategic communication in the year of the mad cow crisis, and the need to prevent the possibility of a case in Portugal.
Results
Primeira Imagem accompanied the opening of more than 80 restaurants, trained more than 100 managers and franchisees in Media and Crisis Training and followed the major crisis situations from 1998 to 2002.
Situation
The World Bank has provided funding for the restructuring of the Media Sector in Guinea-Bissau. In order to select a communication agency, it organized an international contest, having reached the final: Mazars & Guerard (Côte d'Ivoire), Gide Loyrette Nouel (France), Genivar et Prestige (Canada), Ernst and Young (USA) Primeira Imagem (Portugal). The project we presented was the winner, and Primeira Imagem hired to develop it.
Results
In Guinea-Bissau and for several months Primeira Imagem analyzed five organizations (the Radio, the News Agency, the Television, a Newspaper and the National Printing Company). For each, a comprehensive report was drawn up analyzing the situation in that organization and the strategic recommendations for its restructuring were explained in detail.
Situation
Valeo is a multinational company that produces electric cables for the automotive industry. It had two factories in Portugal, dedicated exclusively to the export, and decided to relocate the production of its factory of Santo Tirso (Portugal) in Morocco, and to lay off 500 people. Valeo feared that it would undergo strong negative media coverage as in the case of the Clark's shoe factory.
Results
During the months prior to the plant closure process, Primeira Imagem developed a complex and comprehensive Internal and External Communication program that allowed controlling the coverage of the case in the media.
Situation
The contract between TV Cabo and the Discovery Channel was in the process of being terminated, and the cable operator reported several months earlier that it did not intend to renegotiate it. Primeira Imagem integrated the working group that prepared the renegotiation of the contract with TV Cabo, so that the Discovery Channel could continue to be present in their list of channels.
Results
The Discovery Channel returned to the TV Cabo programming grid in April 2004. Primeira Imagem was then tasked with securing the quality of the dubbing and subtitling of all Discovery Networks programs (People & Arts, Discovery Channel, Turbo, etc).
Situation
The Mexican Tourism Fund wanted to promote Mexico as a tourist destination in the Portuguese market. After all Portugal is the closest European country to Mexico, and the presence of Portuguese was weak.
Results
After a Press and Public Relations campaign, Mexico became a destination of choice for the Portuguese. Mexico's market share grew by 1200% (from 600 to 7200 visitors / year).
Case Studies
