Nuno Baptista Marques (Investor & Board Member), Gonçalo Malho Rodrigues (Founder & CEO) and Paulo Cleto Duarte (Investor & Senior Advisor)
Gonçalo Malho Rodrigues(Founder & CEO)
The change has started.
This is the phrase with which we sign off on strategies for our clients.
But today, it’s about ours.
At 11 years of age, JELLY is one of the leading agencies in Portugal.
Our path is made of many challenges, opportunities, and people. Talented and generous people – team, clients, and partners – with whom it has been a privilege to get here and with whom we are now going to the next level.
And “next level” means Jelly in the Agency’s top 10 in Portugal for the next five years.
The next level >
For that to happen, we must start the change and surround ourselves with the best. That’s why, with enormous enthusiasm and confidence in the future, I communicate the arrival of that moment…
This change, which is already underway, begins with the entry of Nuno Baptista Marques (Investor & Board Member) and Paulo Cleto Duarte (Investor & Senior Advisor), on the board of JELLY.
My new partners, with whom I have the great pleasure of sharing the destiny of JELLY, are businessmen with more than 20 years of success in top management and governance.
The mix of expertise areas of each one of us, united by the human qualities that we admire in each other, integrate in a unique way and make up a unique management team.
Why a new management team?
A business that remains one man for too long risks stagnating. My vision of Jelly’s development is to professionalize its management with competencies that complement mine. Often the most challenging thing is not having an idea or knowing where we want to go. It’s to be lucky enough to find the right people to walk the path with us.
I know that Nuno and Paulo will contribute to putting the needs of tomorrow’s companies within Jelly/ Scalent’s culture, way of being, and thinking. An omnichannel vision in which the physical and digital worlds will coexist and integrated marketing solutions will make a difference in people’s lives.
Who are the investors?
Nuno Baptista Marques has an MBA from AESE and is a successful entrepreneur in several areas, particularly in the health / Pharmacy area. Paulo Cleto Duarte has an MBA from Catholic University and an AMP at IMD Business School, Switzerland. He has assumed leadership positions in several companies in the health area and is currently an Executive Board Member at UNILABS.
What other changes are on the horizon?
There is a structural change related to a problem characteristic of the vast majority of agencies like ours, small or large, which is the saturation of their teams. The growth of the business and the entry of many client accounts are everything an agency wants. However, it also brings with it the risk of team saturation, and a saturated team refracts the focus, the attention it should give to the client, its creative capacity, the quality of the final product, and, consequently, the Agency’s reputation.
What other changes are on the horizon?
A characteristic reality of Marketing Agencies drives a structural change, be they small or large, which is the saturation of their teams with too many clients. Business growth with new clients is all an agency wants. However, if the operating model is traditional, we are led to the risk of talent saturation. And a saturated team of talents refracts the focus, the attention it should give to the client, its creative capacity, the quality of the final product, and, consequently, the Agency’s reputation.
At Jelly, we had the solution in-house to solve this paradigm, but it took courage not only to change but also to assume the new model.
In 2021, we started implementing the new operational model with a small sample of customers. We quickly realized that it worked much better, moving on to extend it to the entire portfolio.
What model is that?
A model of curatorship and leadership that delivers scalability, agility, and productivity to the agency.
Supported by our subsidiary Scallent, we have a pool of over 2000 agency talents with skills in marketing, copywriting, branding, design, tech, and video, among others, who make up our workforce. Under solid leadership from the core Jelly team, we never saturate our people and deliver an excellent experience to each client. And at the end of the day: happy clients, happy people.
