{"id":5385,"date":"2025-01-31T00:00:00","date_gmt":"2025-01-31T00:00:00","guid":{"rendered":"https:\/\/multilem.yourcode-staging.com\/luis-matos-chaves-general-director-of-multilem-europe-in-an-interview-with-jornal-economico\/"},"modified":"2026-02-18T14:14:50","modified_gmt":"2026-02-18T14:14:50","slug":"luis-matos-chaves-diretor-geral-da-multilem-europa-em-entrevista-ao-jornal-economico","status":"publish","type":"post","link":"https:\/\/multilem.yourcode-staging.com\/pt-pt\/luis-matos-chaves-diretor-geral-da-multilem-europa-em-entrevista-ao-jornal-economico\/","title":{"rendered":"Lu\u00eds Matos Chaves, Diretor- Geral da Multilem Europa, em entrevista ao Jornal Econ\u00f3mico"},"content":{"rendered":"[vc_row type=&#8221;full_width_content&#8221; full_screen_row_position=&#8221;middle&#8221; column_margin=&#8221;default&#8221; equal_height=&#8221;yes&#8221; content_placement=&#8221;middle&#8221; column_direction=&#8221;default&#8221; column_direction_tablet=&#8221;default&#8221; column_direction_phone=&#8221;default&#8221; 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top_padding=&#8221;2%&#8221; left_padding_desktop=&#8221;5%&#8221; constrain_group_2=&#8221;yes&#8221; right_padding_desktop=&#8221;5%&#8221; text_color=&#8221;dark&#8221; text_align=&#8221;left&#8221; row_border_radius=&#8221;none&#8221; row_border_radius_applies=&#8221;bg&#8221; overflow=&#8221;visible&#8221; id=&#8221;see_more&#8221; overlay_strength=&#8221;0.3&#8243; gradient_direction=&#8221;left_to_right&#8221; shape_divider_position=&#8221;bottom&#8221; bg_image_animation=&#8221;none&#8221; gradient_type=&#8221;default&#8221; shape_type=&#8221;&#8221;][vc_column column_padding=&#8221;no-extra-padding&#8221; column_padding_tablet=&#8221;inherit&#8221; column_padding_phone=&#8221;inherit&#8221; column_padding_position=&#8221;all&#8221; column_element_direction_desktop=&#8221;default&#8221; column_element_spacing=&#8221;default&#8221; desktop_text_alignment=&#8221;default&#8221; tablet_text_alignment=&#8221;default&#8221; phone_text_alignment=&#8221;default&#8221; background_color_opacity=&#8221;1&#8243; background_hover_color_opacity=&#8221;1&#8243; column_backdrop_filter=&#8221;none&#8221; column_shadow=&#8221;none&#8221; column_border_radius=&#8221;none&#8221; column_link_target=&#8221;_self&#8221; column_position=&#8221;default&#8221; gradient_direction=&#8221;left_to_right&#8221; overlay_strength=&#8221;0.3&#8243; width=&#8221;1\/1&#8243; tablet_width_inherit=&#8221;default&#8221; animation_type=&#8221;default&#8221; bg_image_animation=&#8221;none&#8221; border_type=&#8221;simple&#8221; column_border_width=&#8221;none&#8221; column_border_style=&#8221;solid&#8221;][divider line_type=&#8221;No Line&#8221; custom_height=&#8221;0&#8243; custom_height_phone=&#8221;10vw&#8221;][vc_column_text css=&#8221;.vc_custom_1771424012447{margin-bottom: 10px !important;}&#8221; text_direction=&#8221;default&#8221;]JANEIRO 31ST, 2025[\/vc_column_text][vc_column_text css=&#8221;&#8221; text_direction=&#8221;default&#8221;]Por <span class=\"escrito_by\">Jornal Econ\u00f3mico<\/span>[\/vc_column_text][divider line_type=&#8221;No Line&#8221; custom_height=&#8221;3vh&#8221; custom_height_tablet=&#8221;1vh&#8221; custom_height_phone=&#8221;1vh&#8221;][vc_row_inner column_margin=&#8221;default&#8221; column_direction=&#8221;default&#8221; column_direction_tablet=&#8221;default&#8221; column_direction_phone=&#8221;default&#8221; text_align=&#8221;left&#8221; row_position=&#8221;default&#8221; row_position_tablet=&#8221;inherit&#8221; row_position_phone=&#8221;inherit&#8221; overflow=&#8221;visible&#8221; pointer_events=&#8221;all&#8221;][vc_column_inner column_padding=&#8221;no-extra-padding&#8221; column_padding_tablet=&#8221;inherit&#8221; column_padding_phone=&#8221;inherit&#8221; column_padding_position=&#8221;all&#8221; column_element_direction_desktop=&#8221;default&#8221; column_element_spacing=&#8221;default&#8221; desktop_text_alignment=&#8221;default&#8221; tablet_text_alignment=&#8221;default&#8221; phone_text_alignment=&#8221;default&#8221; background_color_opacity=&#8221;1&#8243; background_hover_color_opacity=&#8221;1&#8243; column_backdrop_filter=&#8221;none&#8221; column_shadow=&#8221;none&#8221; column_border_radius=&#8221;none&#8221; column_link_target=&#8221;_self&#8221; overflow=&#8221;visible&#8221; gradient_direction=&#8221;left_to_right&#8221; overlay_strength=&#8221;0.3&#8243; width=&#8221;5\/6&#8243; tablet_width_inherit=&#8221;default&#8221; animation_type=&#8221;default&#8221; enable_animation=&#8221;true&#8221; animation=&#8221;grow-in&#8221; animation_easing=&#8221;default&#8221; bg_image_animation=&#8221;none&#8221; border_type=&#8221;simple&#8221; column_border_width=&#8221;none&#8221; column_border_style=&#8221;solid&#8221; column_padding_type=&#8221;default&#8221; gradient_type=&#8221;default&#8221; delay=&#8221;350&#8243;][vc_column_text css=&#8221;&#8221; text_direction=&#8221;default&#8221;]Uma empresa 100% portuguesa com 38 anos de idade sobreviveu \u00e0 pandemia e n\u00e3o parou desde ent\u00e3o. A Multilem tem ADN portugu\u00eas, rompeu fronteiras e n\u00e3o parece querer ficar por aqui. Ao Jornal Econ\u00f3mico, Lu\u00eds Matos Chaves, diretor-geral da Multilem Europa, admite que a ag\u00eancia tem \u201cvantagem competitiva\u201d por perceber como as marcas se querem posicionar.<\/p>\n<p>Uma empresa que ataca em v\u00e1rias frentes \u00e9 a descri\u00e7\u00e3o mais certeira para a Multilem, mas a empresa com base na Azambuja gosta de se descrever como uma ag\u00eancia que trata de ativa\u00e7\u00f5es e experi\u00eancia de marca. E o que isto significa? <em>\u201cConstru\u00edmos os stands para feiras, eventos, festivais e pop-up stores para empresas. Somos uma empresa que pode ajudar as marcas a expressarem-se de forma real com a implementa\u00e7\u00e3o f\u00edsica\u201d<\/em>, diz Lu\u00eds Matos Chaves, diretor-geral da Multilem Europa, ao Jornal Econ\u00f3mico (JE).<\/p>\n<p>De forma simples, e como nos conta o diretor-geral, <em>\u201cn\u00e3o somos uma ag\u00eancia de publicidade, somos uma ag\u00eancia que implementa experi\u00eancias de marca, seja em feiras ou eventos\u201d.<\/em> E uma das maiores curiosidades \u00e9 que os escrit\u00f3rios da Multilem assim o possibilitam, com a ag\u00eancia a ter uma base de carpintaria para fazer os stands das marcas com que trabalham e daquelas que os procuram.<\/p>\n<p>E como se faz a ativa\u00e7\u00e3o de marca?<em> \u201cJuntamos a parte criativa, gest\u00e3o de projetos, conte\u00fados, tecnologia com a parte de produ\u00e7\u00e3o e implementa\u00e7\u00e3o. Acabamos por ter duas vertentes dentro de casa e \u00e9 um fator diferenciador mesmo fora de Portugal\u201d.<\/em><\/p>\n<p>A Multilem nasceu h\u00e1 38 anos em Portugal, distingue-se por ser 100% portuguesa e atualmente est\u00e1 um pouco em todo o mundo. A abertura de escrit\u00f3rios fora das fronteiras nacionais aconteceu em 2009 com a expans\u00e3o para Angola, segundo nos conta Lu\u00eds Matos<\/p>\n<p>Chaves, e desde ent\u00e3o que j\u00e1 tem oito escrit\u00f3rios no mundo inteiro, entre os quais se encontram Dubai, Ar\u00e1bia Saudita, Espanha, Reino Unido, Miami e Brasil.<\/p>\n<p>Um dos maiores clientes da Multilem \u00e9 a Turismo de Portugal.<em> \u201cFazemos todas as feiras do Turismo de Portugal. Fazemos o projeto criativo e depois a implementa\u00e7\u00e3o das feiras no mundo inteiro. Por exemplo, j\u00e1 trabalh\u00e1mos com a Turismo de Portugal no Jap\u00e3o, Estados Unidos, Europa\u2026\u201d.<\/em><\/p>\n<p>Embora tenha v\u00e1rios escrit\u00f3rios espalhados pelo mundo, o diretor-geral garante n\u00e3o existirem fronteiras para o trabalho desenvolvido pela ag\u00eancia e aponta-se mesmo como \u201cglobal\u201d. <em>\u201cPodemos ter clientes em qualquer parte do mundo e fazemos os projetos, literalmente, em qualquer lado\u201d<\/em>, sublinha o diretor-geral.<\/p>\n<p>Uma das vantagens da Multilem, acrescenta o respons\u00e1vel, \u00e9 fazer por conhecer os clientes com que trabalham, o que lhes acrescenta <em>\u201cuma vantagem competitiva\u201d<\/em> por conseguirem <em>\u201cperceber a linguagem da marca e como se expressa no mercado\u201d<\/em>.<\/p>\n<p>Outro grande cliente da portuguesa Multilem \u00e9 a Apex, a ag\u00eancia brasileira de Promo\u00e7\u00e3o de Exporta\u00e7\u00f5es e Investimentos. Apesar de toda a promo\u00e7\u00e3o em territ\u00f3rio brasileiro ser feito com outra ag\u00eancia, em todos os outros cantos do mundo \u00e9 feito pela Multilem, tanto que constru\u00edram o palco da Apex Brasil na Web Summit.[\/vc_column_text][\/vc_column_inner][vc_column_inner column_padding=&#8221;no-extra-padding&#8221; column_padding_tablet=&#8221;inherit&#8221; column_padding_phone=&#8221;inherit&#8221; column_padding_position=&#8221;all&#8221; column_element_direction_desktop=&#8221;default&#8221; column_element_spacing=&#8221;default&#8221; desktop_text_alignment=&#8221;default&#8221; tablet_text_alignment=&#8221;default&#8221; phone_text_alignment=&#8221;default&#8221; background_color_opacity=&#8221;1&#8243; background_hover_color_opacity=&#8221;1&#8243; column_backdrop_filter=&#8221;none&#8221; column_shadow=&#8221;none&#8221; column_border_radius=&#8221;none&#8221; column_link_target=&#8221;_self&#8221; overflow=&#8221;visible&#8221; gradient_direction=&#8221;left_to_right&#8221; 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column_direction=&#8221;default&#8221; column_direction_tablet=&#8221;default&#8221; column_direction_phone=&#8221;default&#8221; text_align=&#8221;left&#8221; row_position=&#8221;default&#8221; row_position_tablet=&#8221;inherit&#8221; row_position_phone=&#8221;inherit&#8221; overflow=&#8221;visible&#8221; pointer_events=&#8221;all&#8221;][vc_column_inner column_padding=&#8221;no-extra-padding&#8221; column_padding_tablet=&#8221;inherit&#8221; column_padding_phone=&#8221;inherit&#8221; column_padding_position=&#8221;all&#8221; column_element_direction_desktop=&#8221;default&#8221; column_element_spacing=&#8221;default&#8221; desktop_text_alignment=&#8221;default&#8221; tablet_text_alignment=&#8221;default&#8221; phone_text_alignment=&#8221;default&#8221; background_color_opacity=&#8221;1&#8243; background_hover_color_opacity=&#8221;1&#8243; column_backdrop_filter=&#8221;none&#8221; column_shadow=&#8221;none&#8221; column_border_radius=&#8221;none&#8221; column_link_target=&#8221;_self&#8221; overflow=&#8221;visible&#8221; gradient_direction=&#8221;left_to_right&#8221; overlay_strength=&#8221;0.3&#8243; width=&#8221;5\/6&#8243; tablet_width_inherit=&#8221;default&#8221; animation_type=&#8221;default&#8221; enable_animation=&#8221;true&#8221; animation=&#8221;grow-in&#8221; animation_easing=&#8221;default&#8221; bg_image_animation=&#8221;none&#8221; border_type=&#8221;simple&#8221; column_border_width=&#8221;none&#8221; column_border_style=&#8221;solid&#8221; column_padding_type=&#8221;default&#8221; gradient_type=&#8221;default&#8221; delay=&#8221;350&#8243;][vc_column_text css=&#8221;&#8221; text_direction=&#8221;default&#8221;]Uma das vantagens desta ag\u00eancia \u00e9 conseguirem <em>\u201cproporcionar uma experi\u00eancia dentro dos stands, a pedido das marcas\u201d.<\/em> Um dos muitos pedidos que chega \u00e9 a cria\u00e7\u00e3o de ambientes naturais, em que existe vegeta\u00e7\u00e3o e sons da natureza.<\/p>\n<p><em>\u201cO mercado est\u00e1 a evoluir muito para esta personaliza\u00e7\u00e3o de conceitos em que as pessoas sentem, de facto, uma experi\u00eancia \u00fanica quando v\u00e3o a estes projetos\u201d<\/em>, evidencia o respons\u00e1vel.<\/p>\n<p>Lu\u00eds Matos Chaves garante que os clientes n\u00e3o querem apenas saber de como a sua marca se posiciona, mas tamb\u00e9m do retorno que existe e se o investimento foi bem aplicado, especialmente atrav\u00e9s da parte da notoriedade. O respons\u00e1vel admite que j\u00e1 utilizam tecnologia em alguns clientes \u2013 mediante os budgets existentes \u2013 e que <em>\u201cos Estados Unidos est\u00e3o muito \u00e0 frente nesse aspeto, porque s\u00e3o obcecados em medir performance\u201d<\/em>. E como se faz a medi\u00e7\u00e3o, questionamos. <em>\u201cTemos v\u00e1rias ativa\u00e7\u00f5es, e medimos o tempo que as pessoas ficam naquela parte do stand e qual o n\u00edvel de engagement. J\u00e1 n\u00e3o interessa apenas quantos visitantes tiveram\u201d<\/em>, remata na conversa.<\/p>\n<p><em>\u201cAcho que \u00e9 preciso antecipar estas necessidades e inova\u00e7\u00e3o constante. Este mercado nunca est\u00e1 parado\u201d<\/em>, confessa o diretor da Multilem para a Europa.<\/p>\n<p>O maior desafio \u00e9 movimentar equipas para os locais da ativa\u00e7\u00e3o e fazer a montagem de todos os equipamentos, \u00e0s vezes em curtos espa\u00e7os de tempo. Independentemente do local final do evento,<em> \u201csai tudo preparado de Lisboa. At\u00e9 o parafuso \u00e9 contabilizado para se antecipar os problemas que podem surgir. O planeamento resolve 98% dos problemas e essa \u00e9 uma m\u00e1xima que utilizamos aqui dentro\u201d<\/em>.<\/p>\n<p>A Multilem tamb\u00e9m d\u00e1 a entender que n\u00e3o recua perante um desafio, mesmo que este pare\u00e7a imposs\u00edvel. E quando o poder\u00e1 ser, a marca n\u00e3o deixa. Conta-nos, entre lembran\u00e7as, que tiveram de fazer uma ativa\u00e7\u00e3o para a Ar\u00e1bia Saudita em apenas duas semanas, com todo o material a ser constru\u00eddo, enviado e montado na China, pa\u00eds onde existem v\u00e1rias autoriza\u00e7\u00f5es.<\/p>\n<p>Uma das vantagens \u00e9 o espa\u00e7o que as equipas possuem na sede da Azambuja. Mesmo por uma quest\u00e3o de sustentabilidade, a Multilem reutiliza alguns materiais de carpintaria quando estes fazem sentido para as duas partes.<\/p>\n<p><strong>E desafios?<\/strong><\/p>\n<p>Tamb\u00e9m existem e, nas palavras de Lu\u00eds Matos Chaves, n\u00e3o foram poucos, principalmente nos anos da pandemia de Covid-19. Sem processos de ativa\u00e7\u00e3o, uma vez que o mundo foi colocado em suspenso, a \u201catividade caiu para zero. Sentimos que renascemos das cinzas\u201d.<\/p>\n<p>Desde ent\u00e3o, a ag\u00eancia admite estar com um volume de neg\u00f3cios<em> \u201ctr\u00eas vezes acima do que est\u00e1vamos na altura [2019], portanto crescemos 300%\u201d.<\/em> Mesmo este crescimento, diz-nos, tem sido \u201corg\u00e2nico\u201d e a empresa tem apresentado espa\u00e7o para crescer e, com 200 pessoas na folha de pagamento a n\u00edvel global, admite abrir escrit\u00f3rios mais pequenos para ter mais proximidade com os clientes em v\u00e1rios pontos do globo.<\/p>\n<p>O pr\u00f3ximo passo ser\u00e1 expandir o escrit\u00f3rio em Miami, nos Estados Unidos, de forma a ter uma maior atua\u00e7\u00e3o neste mercado e ganhar novas marcas para realizar a ativa\u00e7\u00e3o do produto das mesmas.<\/p>\n<p>&nbsp;<\/p>\n<p><em>No\u00a0<strong><a style=\"color: #000;\" href=\"https:\/\/jornaleconomico.sapo.pt\/noticias\/multilem-renasceu-das-cinzas-e-ja-esta-em-varios-cantos-do-mundo\/\">Jornal Econ\u00f3mico<\/a><\/strong><\/em>[\/vc_column_text][\/vc_column_inner][vc_column_inner column_padding=&#8221;no-extra-padding&#8221; 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