The V4 Company’s story began 11 years ago in a humble house in the outskirts of a city in the state of Rio Grande do Sul, Brazil, with zero investment. Today, it has become the largest digital marketing consultancy in Brazil, with over 5,500 clients and 230 offices across the country. The key to their success, according to CEO Dener Lippert, lies in their decentralized management approach, which allows them to achieve scalability.
One of the main features of V4 Company is its focus on professionalizing the marketing market for small and medium-sized businesses. Many of their clients discover their services and the potential to improve their sales through the company. Unlike many marketing agencies that neglect self-promotion, V4 Company has always invested in content production, which attracts a significant number of interested parties.
The company stands out for its strategy of investing in paid media. They are the largest investor in the keyword “marketing” on Google and plan to invest R$ 20 million in paid advertising related to that keyword this year. This visibility achieved by V4 Company has enabled the development of a scalable service model, which now includes franchise operations.
However, this success did not come without its challenges. At one point, the demand for V4 Company exceeded their capacity to deliver. Lack of investment hindered their ability to expand operations. It was at this juncture that the company recognized the demand from communication agencies for their content and decided to adopt a more decentralized, libertarian management model.
The V4 Company’s business model allows access to the marketing market for smaller businesses. While many agencies act as boutiques, serving only a select few clients, V4 Company has a network of over 3,500 people who serve multiple clients following an established standard, with support from 280 people at headquarters.
One of the major advantages of this model is the absence of dependence on a single client. If they were to lose a significant client, V4 Company can replace that revenue within just four days, thanks to the diversification and security of their business.
Moreover, V4 Company distinguishes itself with its performance-driven approach. Their primary objective is to increase clients’ sales, which exposes them to more risks but also attracts more customers. Unlike traditional agencies that offer one-time services with a predetermined number of deliverables, V4 Company operates as an investment advisor, indicating the most advantageous strategies and exposing the risks involved.
V4 Company stands out in the communication market for its willingness to take risks and orbit close to the sun. Their innovative and bold mindset sets them apart from major competitors, as few are willing to assume such a close proximity to risk. This unique approach allows the company to continuously excel, taking on new challenges and delivering exceptional results for their clients.
Text credits: Infomoney adapted by Flavio Bergmann
Photo credits: photomontage: Matheus lins by Vinícius Pascoal