Case 3
Context With total debt of R$8.262 billion — R$7.027 billion under restructuring and R$1.235 billion in project debt — the company entered judicial recovery in an environment of severe trust deterioration, financial constraint, and intense public scrutiny.
Challenge To rapidly shift a longstanding culture of corporate silence and build a communications policy capable of recovering credibility without compromising sensitive ongoing negotiations with creditors, suppliers, and clients.
Approach The strategy was organized across integrated press, digital, and internal communications axes. The work involved an unprecedented spokesperson policy, strategic interviews, didactic explanation of the restructuring plan, and strengthening of institutional presence on owned channels.
Deliverables · Spokesperson policy · Strategic interviews · Press releases and explanatory materials · Institutional website restructuring · Digital communications reinforcement · Internal audience engagement
Impact In under 24 hours, more than 100,000 employees across all units in Brazil and abroad were notified simultaneously, with a paid announcement published in 6 national outlets — Estadão, Folha de S.Paulo, Valor Econômico, O Globo, Tribuna da Bahia, and Correio da Bahia. The company moved to operating with a controlled narrative, improving its relationship with suppliers, clients, and other critical audiences.
Engineering and infrastructure firm with consolidated debt of R$8.262 billion, in formal judicial recovery proceedings with institutional creditors and strategic suppliers. Brazil — 2014
