Presentation of the Brazilian Ruschel & Associados Ltda, the pioneer consulting firm in marketing and communications to sustainability from South America

1. 22 years leading sustainable business
in South America
1989 - 2011
MARKETING ECOLÓGICO
Tuesday, March 6, 12

2. Good business
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.
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3. 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
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4. Good business
Who we’re helping to make Good Business
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5. 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
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6. 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
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7. 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
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8. 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
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9. 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 terminals
Review of the CSR Program and selection of Social and Environmental GRI Indicators -
2009/2010
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10. 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)
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11. 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
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12. 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
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13. 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 UNEP
Executive 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
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14. 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
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15. Good business
Publications - writer and/or editor
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
Tuesday, March 6, 12

16. Good business
Publications - writer and/or editor
• 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
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17. Good business
Publications - writer and/or editor
• 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
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18. Good business
Publications - writer and/or editor
• “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
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19. Good business
Publications - writer and/or editor
• “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
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20. Good business
Publications - writer and/or editor
• “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
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21. Good business
Publications - writer and/or editor
• “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
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22. 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
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23. 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
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24. 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
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25. 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)
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26. Good business
Our values:
• Holistic vision
• Ethics and responsability
• Solution-focused
• Partnership work
• Beliefs in continuous improvment
• Creativity, agility and versatility
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27. 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
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28. MARKETING ECOLÓGICO
Twenty-two years leading sustainbale
business in South America
+55-11-4702-9006
rogerio@ruscheleassociados.com.br
www.ruscheleassociados.com.br
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