Ruschel & Associados presentation

22 years leading sustainable business in South America

1989 - 2011

M A R K E T I N G E C O L Ó G I C O

Tuesday, March 6, 12

Founded in October, 1989 by advertiser, journalist

and professor Rogerio R. Ruschel,

Ruschel & Associados is the first consulting

company specialized in marketing and communications

services related to sustainability from South America.

After 22 years of pioneering is an

awarded creative intelligence “boutique”, and keeps the

desirable profile to be a little, happy and

dreamer family-owned organization.

Good business


Four areas of activity

1. Information and education• Courses, seminars, contests and workshops • Communication and mobilization of supply chains, public hearings and

stakeholders relationship

2. Corporate consulting• Special studies and research to support corporate decision-making• Management of organizations and third sector activities

3. Products and services marketing and communications• Business plans and marketing plans; writing case studies

4. Content• Journalistic, educational, special reports and annual reports

Good business


Good business

Who we’re helping to make Good Business


Corporate social and environmental education

• Valor Econômico journal (the main Brazilian economic daily) Partnership to develop an advocacy campaign to increase Private Social

Investments (PSI) alongside shareholders and business leaders, with ads and

internet site. First flight supported by Oi, the largest telecommunications

company in Brazil

Good business


Corporate social and environmental education

• VCP - Votorantim Celulose e Papel "PEA-Environmental Educational Program”. Between 1991 e 1999 - 5 awards

• Volkswagen, Grupo Gerdau, Goodyear, Bayer, Banco Francês e Brasileiro, Câmara Alemã, WWF, Walmart, Agfa e SBS

Lectures, courses, books, contests, games and other materials- 1991 to 2011

• ESPM - Advertising and Marketing Superior School- First course “Information in Ecoissues for Journalists” - in partnership with Press Magazine and 3 trade unions - 56 teatchers, 68 students - 1991- First academic Sustainable Development module in post-graduation programs of the Americas - 1993

Good business


Dialogues for Sustainability

• Volkswagen Brazil

“First Meeting Sustainability in the Supply chain” - 2008

• Walmart Brazil

“Pact for sustainability - building the supply chain of the future”- 2009 to 2011

• Instituto Walmart

“Workshop with stakeholders to redefining social investments” - 2010

Good business


Corporate studies

• ACCE - Brazilian Builders of Energy Plants Association“Feasibility of buildings dams in the Amazonian region, from the point of view of public opinion makers” - 1992

• SBS - Brazilian Silvicultural Society“Stablishment of governance and relationship policies with opinion makers and public opinion related to forests for pulp” - 2001 a 2003

• PricewaterHouseCoopers Opinion audit with environmental publishers and journalists to subsidize “Indicators of sustainability and CSR in the Brazilian steeel industry” - 2002

Good business


Corporate studies

• Fundação Martius de Ciência e Cultura Planning of an Environmental Educational Center in a historic site of the city of Guarujá, a associated effort of Henkel, Siemens, Degussa and Bavarian government - 1994

• WWF Brazil Facilitation of the “First Amazonian Forests Products Fair” held in Rio Branco, Acre State, and “consulting marketing over the counter” for organizations like Chico Mendes Association, small eco-producers, municipalities and indian producers - 1995

• Socicam - the Brazilian biggest manager of subways and bus terminalsReview of the CSR Program and selection of Social and Environmental GRI Indicators - 2009/2010

Good business


Support at public hearings

Support to companies at public hearings in presentations of Environmental and Social Impact Studies (required by Brazilian law) with critical analysis, community ombudsman, coaching, and the application of a 60 points-checklist.

• Votorantim Celulose e Papel (paper and cellulose plant - US$ 1,2 bi investment)• Vale do Rio Doce (nickel mining plant - US$ 2,8 bi investment)• International Paper (paper and cellulose plant - US$ 1,o bi investment)• Veracel (cellulose mill - US$ 1,6 bi investment)

Good business


Marketing supporting sustainability

• Unibanco - Unibanco Ecologia Institutional marketing - between 1994 and 1996 - 12 awards

• Grupo Coimex Repositioning of Ecopalm, more sustainable palm - 6 awards and the first academic ecological case-study of Brazil - 1998 to 1999

• Sabesp (São Paulo State agency of environmental sanitation)Pilot project for World Bank on a new sanitation technology (wetlands) and price determination for reuse treated water for industrial use - 1997

Good business


Marketing supporting sustainability

• Bahia Sul Papel e Celulose - Suzano Group (2nd biggest worldwide cellulose producer)Research market trends in cellulose business with 120 importers from 26 countries to define a kind of “chlorine-free” product to be produced - 1996

• ADELG - Associação de Desenvolvimento do Leste do Guarujá Sustainable regional development project at São Paulo state- 2001/2002

• Community-based sustainable development project in the region of Vale do Âlcantara, in Sicily, Italy, with the creation of 3 sustainable tourism routes - 2005

Good business


Programs management and outsourcing

• Câmara de Comércio e Indústria Brasil-Alemanha (Brazilian-German Chamber of Commerce)Creation and management of “von Martius Sustainability Award”, one of the most importants awards in Brazil. Since 2.000 - in 11 years 1.721 cases were evaluated.

• Bayer and UNEPExecutive secretary to the Brazilian chapter of international “Bayer/UNEP Young Environmental Envoy Program”. Between 2006 and 2009 - 146 projects were evaluated.

• IBV - Instituto Brasil Verdade (NGO dedicated to citizenship education)Executive direction for a big number of citizenship programas, including the first “candidate research” of Brazil, in partnership with the Vote Counscious Movement - 2 awards - between 2002 and 2010

Good business


Good business

Publications - writer and/or editor

Report “Mauá University - 50 years of innovation, running for sustainability” to Instituto Mauá de Tecnologia - editor, 2011

Report “Sustainability End-to-End” to Walmart Brasil - writer and editor, 2011!

Environmental and Social Studies - 4 studies to the program “ para o programa “Map of Innovative Solutions”, to Instituto Walmart and Ashoka - editor, 2011


Good business


Corporate profile “Agfa’s commitment and contributions to globally sustainable graphics and printing” to Agfa Latin America - writer and editor, 2011!

Environmental and Social study “Women - a diagnosis of female participation in the Brazilian economy ” to the Walmart Brazil’s “Dialogs for sustainability Program” - editor, 2010

Corporate profile of the advocay corporate and social movement “+Women360”, for Walmart Brazil , editor, 2010



• Research “Sustainability here and now” to Brazilian Ministry of Environment - editor, 2010

• “Recycle, let’s go togheter” - Environmental education booklets for Reciclanip, the project of recycling waste tires, to Brazilian Association of Pneumatic Industry

Good business



• Serie of special reports about “Amazônia”, “Packaging”, “End-to-End”, “Fishing indusgtry” e “Production chains” to “Walmart Brazil’s Pact for sustainability - building the supply chain fo the future”, editor, from 2009 to 2011

Good business



• “Public Candidates Sheet” – the profile of 190 candidates for mayor and community representatives of the city of Guarujá-SP, in the 2008 elections; the first research to help voters to choose best candidates in Brazil. Partnership with the Vote Conscious Movement - writer and editor, 40.000 samples, 2008

• “Vida sustentável” - Sustainable Life, educational booklet to Volkswagen Brazil, writer, 2010

Good business



• “Lessons of a youth participation – memory of the first 5 years of the Bayer/UNEP Young Environmental Envoy Program”, writer and editor - 2008,

• “BenchMais – The best As 85 bets practices in social and environmental management in Brazil”, co-writer and co-editor, 2007,

• “Running to sustainable development - the memory of the first 5 years of the von Martius Sustainable Award", writer and editor, 2005

Good business



• “First Bienal of Ecotourism de Canela - research and setorial agenda”, to WWF-Brazil, 1995

• "The Ruschel Ecology Guide", writer, 1992, to Editora Europa Publishing Company, 30.000 exemplares

Good business



• “Ecological Glossary”, the first Brazilian guide-to-work for journalists in Brazil. Portuguese and English versions. The English version was dsitributed to the 4.500 international journalists that coverede the Rio-92. Writer, 1992

• "Marketing handbook of Forests Products”, (co-writer), to The Futures Group and USAID - United States Agency for International Development , 1994

• Technical review, editorial and adaptation of the Brazilian editions of the McGraw Hill books "Green marketing", "Community Recycling" and "Public Marketing”, 1992 a 1994

Good business


Preparation of case studies and reports

Researchm interwiews, writing, design and edition of case studies to contests and annual reports wirh awarded work to companies like:

• Banco Bradesco• Vale S.A. / Fundo Vale• Votorantim - Votorantim Metais• Coimex Agrícola• Fundação SOS Mata Atlântica• Walmart Brasil• Banco do Brasil• Itau - Unibanco• Cargill

Good business


R. Ruschel - journalistic experience

Journalist for more than 30 years; 18 years especialized in environment, citizenship,

sustainable development and sustainable tourism.

Highlights:

• Editor of internet magazine “Business do Bem” (Good business), with 300.000 readers

• Editor of Natural Environment at Industrial Environment Magazine

• Member of Editorial Board at Envolverde and REBIA - Brazilian Network of Environmental Information

Good business


R. Ruschel - Executive experience

• Ruschel & Associados founder in october 1989

• Hornell Ltda (2 anos) Brazilian CEO of the swedish company Hornell producer of personal equipment of high technology

• Propeg Group (3 anos) Planning Vice-President at Propeg Advertising; Director of the Propeg Brazil holding

• Ogilvy Group (14 anos) Writer, creation director and planning director of Ogilvy Advertising, Ogilvy Public Relations and Ogilvy Direct Marketing

Good business


R. Ruschel - Teatching experience

• ESPM/SP - Escola Superior de Propaganda e Marketing (1984 to 1996)Communication Planning and Public Relations Planning Professor at the Post-graduation (6 anos) and Graduation Programs (8 anos)

• Faculdade de Comunicação Social da PUC-RS (1978 to 1983)Communication Planning Professor (6 anos)

• Escola Superior de Turismo e Hotelaria do SENAC - SP (1994 to 1999)Co-founder, professor of "Marketing and Communication" and coordinator of the first Post-graduation in sustainable Tourism in Brazil (5 anos)

Good business


Our values:

• Holistic vision

• Ethics and responsability

• Solution-focused

• Partnership work

• Beliefs in continuous improvment

• Creativity, agility and versatility

Good business


Sustainable tourims

• Director of FIECOTUR - International Ecotourism Fair Carried out between 2002 and 2005 at São Paulo - 36.000 visitors

• State Secretariat of Tourism of Ceará Implementation of the “Pole Monumental Ecotourism Monumental Valley of Ceará - 1997

• Inter-american Development Bank and Brazilian Government “Marketing strategy for the exploitation of ecotourism potential of the state of Tocantgins” - 2001

• Director of “Bienal de Ecoturismo de Canela/RS”, Organization of the first Brazilian Ecotourism Fair with the WWF’s support, 1994

Good business


Twenty-two years leading sustainbale business in South America

[email protected]

www.ruscheleassociados.com.br

M A R K E T I N G E C O L Ó G I C O


mailto:[email protected]

mailto:[email protected]

http://www.ruscheleassociados.com.br

http://www.ruscheleassociados.com.br