CASE STUDY: Building Communication for a New Entity

INDUSTRY: Crop Protection, Biotechnology, and Plant Science


PERIOD: 2019-2020

CLIENT: Croplife Brazil

ROLE: Director of Communications

BACKGROUND

The crop protection and agricultural biotechnology industry in Brazil faces complex communication challenges that demand strong strategic planning. My experience in this field began in 2013, when I worked as an Assistant Communication Strategist at the National Association for Plant Defense (Andef) — at the time, the main entity representing the industry in Brazil.
It was an intense and formative period where I built relationships with key sector leaders and gained valuable insights that later informed my professional and academic work, including the writing of my book, released in 2017.

CHALLENGE

In 2019, I was invited to join the founding team of CropLife Brazil, an organization that unified companies from the crop protection, biotechnology, biopesticide, and germplasm sectors. The main challenge was to build the communication area from the ground up and position the organization as a credible and forward-looking voice in discussions on sustainable food production.

STRATEGY IMPLEMENTATION

As Director of Communications, I led all stages of the brand development and communication setup, including:
Creation of the visual identity and promotional materials.
Formation of the communications team and governance structure.
Development of the official website and initial content.
Design of the media and public relations strategy.
Coordination of presence at trade shows and major industry events.

OFFICIAL LAUNCH

I also coordinated the official launch event of CropLife Brazil in Brasília, which brought together government ministers, members of Congress, and influential agribusiness leaders. This event marked the public introduction of the organization as the new representative voice of the industry in Brazil.

RESULTS AND IMPACT

Following the launch, our primary focus was to inform the public and the press about the organization’s creation and communicate the positive contributions of the sector to global and national food security.
The project successfully established a foundation for transparent, strategic, and consistent communication, setting the tone for CropLife Brazil’s reputation and institutional presence in the years to come.