PUMA – Projeto Integrado de Comunicação – PIC

Abstract

Prepared by the agency Laurê, this final work for the Publicity and Advertising course at PUC SP - called Integrated Communication Project (PIC) - aims to present the development of the communication plan for the PUMA brand for the year 2022. It was built from several surveys carried out internally and also with information provided by the client PUMA Brasil, through its Head of Marketing. The proposed project aims to continue the movement of the “She Moves Us” brand, which promotes the role of women in sport. Based on analysis and research, it is understood that the presence of the female audience is still much lower than that of males in sports, this is due to several historical factors still present in our society, as a result of sexism and gender inequality. In this sense, PUMA wishes to effectively participate in the fight Against this paradigm. This way, the brand’s positioning for this communication campaign is to be the great partner of women in sport, in order to get closer to this audience through communication, information and opportunities inside and outside the sport