Adove and Labra have joined forces to generate even more evolution in the industrial sector
Abraind is the result of the merger between two large Rio Sul-based companies specializing in Digital Marketing: Adove and Labra. The merger was presented to the market on August 17, 2023.
The merger aims to strengthen the companies' best practices, which have already been standing out. The aim is to provide a faster and more consistent evolution of the services and products offered, thus adding more results to the industrial market.
“The focus will be on evolving these deliveries to areas beyond Marketing and sales,” says Karine Sabino, CEO of Abraind.
But it is important to highlight that the union, even if signed now, has already been discussed and structured by the directors since November 2022.
After a talk on M&A at the RD Summit, the idea came up during a very informal conversation between the partners of both companies. At that moment, the future of Adove and Labra was discussed, and especially the future of the agency market.
“The process started in 2022, but we had already exchanged some cards between the partners on other occasions. Whenever a lead arrived that we couldn't or couldn't handle, we referred it to Labra. It was a really cool partnership. Many talked about competition, but we already saw ourselves as partners”, says Máira Daniela da Costa, Relationship Director at Abraind.
After this brief moment, the conversations luxembourg whatsapp data about the merger process became more articulate. But, for the directors, there was one more factor in these meetings from the beginning: synergy.
They believe that the choice between the companies was simple due to the similarities between them. Both had:
The same operating model;
Great expertise in the segment;
A competent team that complements each other; and
A clear vision of the potential of combining skills.
“It is also worth mentioning that the culture of the two companies was very similar and this is fundamental in a restructuring project based on the union of two businesses”, highlights Karine Sabino.
Luiz Alexandre Wagner, CTO of Abraind, also shares this view. For him, the decision to join forces was made after they understood that one company could overcome the other's weaknesses.
“It was at that moment that we realized that, instead of being competitors, we could complement each other and take advantage of opportunities together,” he said.
For Karine Sabino, the merger is a kind of "accelerator", being an action "much more coherent than moving forward individually, as it enhances growth through the sum of efforts and skills".
Abraind
Now, as Abraind, expectations are high. The directors believe that the company will be the reference for the industries, with regard to Marketing, sales, business and technologies. Therefore, it will be the evolution of the market itself.
Based on the slogan “we are the intelligence that drives the expansion of the industry”, Abraind positions itself as a company capable of solving the main growth problems of the segment. In other words, it is a business enhancer.
“Act intentionally so that industries find in the company not a supplier, but an agent of transformation, assistance and support so that new growth opportunities are created”, according to Karine Sabino.