Rony Rodrigues Explained

Rony Rodrigues (Porto Alegre, April 30, 1979) is a Brazilian advertising executive and business owner.

Rogrigues is the founding partner of O’Grupo, a holding company with four companies:^[1] Acquiris, electronic games; LiveAd, advertising; TalkInc, online research; and Box 1824, a research agency specialized in young people’s consumer and behavior trends.

Career

At age 16, Rodrigues opened a bar at the Planeta Atlântida festival. After high school, he studied Tourism for a semester at Pontifícia Universidade Católica do Rio Grande do Sul (PUC-RS). He then decided to work in advertising.^[2]

After one year working in advertising, Rodrigues won a Cannes Lions award, the first to be received by someone from Rio Grande do Sul. The ad that won him the prize was created for Senador, a deodorant brand. The ad consisted of a sticker that was glued on bus handrails with the following sentence: “Raise your hand if you use Senador.”

In 2003, Rodrigues founded Box 1824 together with João Mognon Cavalcanti.^[3] In 2012, he was named one of the most innovative Brazilians in the digital segment by Proxxima magazine.^[4] In 2012, Rodrigues also became a partner in an independent fashion brand, Cotton Project.^{[5] [6]}

Box 1824

In 2007, Box 1824 was nominated for a Caboré Award, in the Specialized Services category. In 2009, it was also nominated for an Excellence Award for Best Paper in the market research conference, ESOMAR.

Rodrigues and Box 1824 have produced the videos We All Want to Be Young^{[7] [8] [9] [10]} and All Work and All Play,^[11] a summary of the results of several research projects over a five year peior about young people’s behavior, giving special attention to the millennials.^{[12] [13]} Box 1824 is also responsible for the Sonho Brasileiro (Brazilian Dream) research project.^[14] Box 1824’s clients include Unilever, PepsiCo, Itaú, FIAT, Nike, Inc. and C&A.

Notes and References

1. Web site: Germando Lüders/EXAME.com . Com OGrupo, foco em jovens - EXAME.com . Exame.abril.com.br . 2010-12-15 . 2013-02-05.
2. Web site: A história de Rony Rodrigues, sócio-fundador do Grupo Box 1824 . Insighter.Org . 2013-02-05.
3. Web site: Folha Online - Especial - 2006 - Moda 18 . .folha.uol.com.br . 1970-01-01 . 2013-02-05.
4. Web site: Meninos do Brasil @Mr. Porter | Site RG – Moda, Estilo, Festa, Beleza e mais – Terra . Siterg.terra.com.br . 2011-03-29 . 2013-02-05 . https://web.archive.org/web/20131213195332/http://siterg.terra.com.br/moda/2011/05/09/meninos-do-brasil-mr-porter/# . 2013-12-13 . dead .
5. Web site: Cotton . Cottonproject.com.br . 2013-02-05.
6. Web site: 2013 DLD13 . DLD Conference Speaker: Rony Rodrigues . Dld-conference.com . 2013-01-20 . 2013-02-05.
7. Web site: Novo Uno: 11,5 milhões de opções para o consumidor - Empresas - iG . Economia.ig.com.br . 2010-05-29 . 2013-02-05.
8. Web site: VĂdeo bacana: o que diferencia a Geração Y? | Ricardo Setti - VEJA.com . Veja.abril.com.br . 2012-09-30 . 2013-02-05.
9. Web site: Paloma M. Vazquez on November 22, 2010. @pmvazquez . We All Want To Be Young . PSFK . 2010-11-22 . 2013-02-05.
10. Web site: The Spirit of Youth . Semionaut . 2010-12-14 . 2013-02-05.
11. Web site: Reprodução . Box1824 lança "All work and all play", sobre o comportamento da Geração Y - EXAME.com . Exame.abril.com.br . 2012-06-19 . 2013-02-05.
12. Web site: Rony Rodrigues | Blog. por harpersbazaar. Harpersbazaar.com.br. dead. https://archive.today/20130407132951/http://harpersbazaar.com.br/blog/tags/rony-rodrigues/. 2013-04-07. 2013-02-05.
13. Web site: Pesquisa revela que os jovens de hoje ainda querem mudar o mundo - G1 Rio Grande do Sul - Teledomingo - Catálogo de Vídeos . G1.globo.com . 2013-02-05.
14. Web site: Sonho Brasileiro . Pesquisa.osonhobrasileiro.com.br . 2013-02-05 . dead . https://web.archive.org/web/20130725030835/http://pesquisa.osonhobrasileiro.com.br/indexn.php . 2013-07-25 .