{"id":5380,"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":"2026-02-16T17:42:59","modified_gmt":"2026-02-16T17:42:59","slug":"luis-matos-chaves-director-general-de-multilem-europa-en-entrevista-con-jornal-economico","status":"publish","type":"post","link":"https:\/\/www.multilem.com\/es\/luis-matos-chaves-director-general-de-multilem-europa-en-entrevista-con-jornal-economico\/","title":{"rendered":"Lu\u00eds Matos Chaves, Director General de Multilem Europa, en Entrevista con Jornal Econ\u00f3mico"},"content":{"rendered":"[vc_row type=\u00bbfull_width_content\u00bb full_screen_row_position=\u00bbmiddle\u00bb column_margin=\u00bbdefault\u00bb equal_height=\u00bbyes\u00bb content_placement=\u00bbmiddle\u00bb column_direction=\u00bbdefault\u00bb column_direction_tablet=\u00bbdefault\u00bb column_direction_phone=\u00bbdefault\u00bb bg_color=\u00bb#000000&#8243; 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custom_height_phone=\u00bb10vw\u00bb][vc_column_text css=\u00bb.vc_custom_1771263698457{margin-bottom: 10px !important;}\u00bb text_direction=\u00bbdefault\u00bb]ENERO 31ST, 2025[\/vc_column_text][vc_column_text css=\u00bb\u00bb text_direction=\u00bbdefault\u00bb]Por <span class=\"escrito_by\">Jornal Econ\u00f3mico<\/span>[\/vc_column_text][divider line_type=\u00bbNo Line\u00bb custom_height=\u00bb3vh\u00bb custom_height_tablet=\u00bb1vh\u00bb custom_height_phone=\u00bb1vh\u00bb][vc_row_inner column_margin=\u00bbdefault\u00bb column_direction=\u00bbdefault\u00bb column_direction_tablet=\u00bbdefault\u00bb column_direction_phone=\u00bbdefault\u00bb text_align=\u00bbleft\u00bb row_position=\u00bbdefault\u00bb row_position_tablet=\u00bbinherit\u00bb row_position_phone=\u00bbinherit\u00bb overflow=\u00bbvisible\u00bb pointer_events=\u00bball\u00bb][vc_column_inner column_padding=\u00bbno-extra-padding\u00bb column_padding_tablet=\u00bbinherit\u00bb column_padding_phone=\u00bbinherit\u00bb column_padding_position=\u00bball\u00bb column_element_direction_desktop=\u00bbdefault\u00bb column_element_spacing=\u00bbdefault\u00bb desktop_text_alignment=\u00bbdefault\u00bb tablet_text_alignment=\u00bbdefault\u00bb phone_text_alignment=\u00bbdefault\u00bb background_color_opacity=\u00bb1&#8243; background_hover_color_opacity=\u00bb1&#8243; column_backdrop_filter=\u00bbnone\u00bb column_shadow=\u00bbnone\u00bb column_border_radius=\u00bbnone\u00bb column_link_target=\u00bb_self\u00bb overflow=\u00bbvisible\u00bb gradient_direction=\u00bbleft_to_right\u00bb overlay_strength=\u00bb0.3&#8243; width=\u00bb5\/6&#8243; tablet_width_inherit=\u00bbdefault\u00bb animation_type=\u00bbdefault\u00bb enable_animation=\u00bbtrue\u00bb animation=\u00bbgrow-in\u00bb animation_easing=\u00bbdefault\u00bb bg_image_animation=\u00bbnone\u00bb border_type=\u00bbsimple\u00bb column_border_width=\u00bbnone\u00bb column_border_style=\u00bbsolid\u00bb column_padding_type=\u00bbdefault\u00bb gradient_type=\u00bbdefault\u00bb delay=\u00bb350&#8243;][vc_column_text css=\u00bb\u00bb text_direction=\u00bbdefault\u00bb]Una empresa 100% portuguesa con 38 a\u00f1os de historia sobrevivi\u00f3 a la pandemia y no ha parado desde entonces. Multilem tiene ADN portugu\u00e9s, rompi\u00f3 fronteras y no parece querer quedarse aqu\u00ed. En una entrevista con Jornal Econ\u00f3mico, Lu\u00eds Matos Chaves, director general de Multilem Europa, admite que la agencia tiene una \u201cventaja competitiva\u201d al entender c\u00f3mo quieren posicionarse las marcas.<\/p>\n<p>Una empresa que opera en m\u00faltiples frentes es la descripci\u00f3n m\u00e1s precisa de Multilem, pero la empresa con sede en Azambuja prefiere describirse como una agencia especializada en activaciones y experiencias de marca. \u00bfY qu\u00e9 significa esto? <em>\u201cConstruimos stands para ferias, eventos, festivales y tiendas pop-up para empresas. Somos una empresa que ayuda a las marcas a expresarse de manera real mediante la implementaci\u00f3n f\u00edsica\u201d<\/em>, dice Lu\u00eds Matos Chaves, director general de Multilem Europa, a Jornal Econ\u00f3mico (JE).<\/p>\n<p>De manera sencilla, como nos cuenta el director general, <em>\u00abno somos una agencia de publicidad, somos una agencia que implementa experiencias de marca, ya sea en ferias o eventos\u00bb.<\/em> Y una de las mayores curiosidades es que las oficinas de Multilem permiten esto, ya que la agencia cuenta con una base de carpinter\u00eda para fabricar los stands de las marcas con las que trabaja y de aquellas que las buscan.<\/p>\n<p>\u00bfY c\u00f3mo se realiza la activaci\u00f3n de marca?<em> \u00abUnimos la parte creativa, gesti\u00f3n de proyectos, contenidos, tecnolog\u00eda con la parte de producci\u00f3n e implementaci\u00f3n. Terminamos teniendo dos vertientes dentro de la empresa, y es un factor diferenciador incluso fuera de Portugal\u00bb.<\/em><\/p>\n<p>Multilem naci\u00f3 hace 38 a\u00f1os en Portugal, se distingue por ser 100% portuguesa y actualmente tiene presencia en todo el mundo. La apertura de oficinas fuera de las fronteras nacionales ocurri\u00f3 en 2009 con la expansi\u00f3n a Angola, seg\u00fan nos cuenta Lu\u00eds Matos Chaves, y desde entonces ha abierto ocho oficinas en todo el mundo, entre ellas Dub\u00e1i, Arabia Saudita, Espa\u00f1a, Reino Unido, Miami y Brasil.<\/p>\n<p>Uno de los mayores clientes de Multilem es Turismo de Portugal. <em>\u00abHacemos todas las ferias de Turismo de Portugal. Creamos el proyecto creativo y luego implementamos las ferias en todo el mundo. Por ejemplo, ya hemos trabajado con Turismo de Portugal en Jap\u00f3n, Estados Unidos, Europa\u2026\u00bb<\/em>.<\/p>\n<p>Aunque tiene varias oficinas en todo el mundo, el director general asegura que no existen fronteras para el trabajo que desarrolla la agencia y se posiciona como \u00abglobal\u00bb. <em>\u00abPodemos tener clientes en cualquier parte del mundo y hacemos los proyectos, literalmente, en cualquier lugar\u00bb<\/em>, subraya el director general.<\/p>\n<p>Una de las ventajas de Multilem, a\u00f1ade el responsable, es conocer a fondo a los clientes con los que trabaja, lo que les otorga una \u00abventaja competitiva\u00bb al poder \u00abentender el lenguaje de la marca y c\u00f3mo se expresa en el mercado\u00bb.<\/p>\n<p>Otro gran cliente de la portuguesa Multilem es Apex, la agencia brasile\u00f1a de Promoci\u00f3n de Exportaciones e Inversiones. Aunque toda la promoci\u00f3n en territorio brasile\u00f1o se lleva a cabo con otra agencia, en el resto del mundo es realizada por Multilem, tanto que construyeron el escenario de Apex Brasil en la Web Summit.<\/p>\n<p>Una de las ventajas de esta agencia es que pueden<em> \u00abproporcionar una experiencia dentro de los stands, a petici\u00f3n de las marcas\u00bb.<\/em> Una de las solicitudes m\u00e1s comunes es la creaci\u00f3n de ambientes naturales, con vegetaci\u00f3n y sonidos de la naturaleza.<\/p>\n<p>\u00abEl mercado est\u00e1 evolucionando mucho hacia esta personalizaci\u00f3n de conceptos en los que las personas realmente sienten una experiencia \u00fanica cuando asisten a estos proyectos\u00bb, destaca el responsable.[\/vc_column_text][\/vc_column_inner][vc_column_inner column_padding=\u00bbno-extra-padding\u00bb column_padding_tablet=\u00bbinherit\u00bb column_padding_phone=\u00bbinherit\u00bb column_padding_position=\u00bball\u00bb column_element_direction_desktop=\u00bbdefault\u00bb column_element_spacing=\u00bbdefault\u00bb desktop_text_alignment=\u00bbdefault\u00bb tablet_text_alignment=\u00bbdefault\u00bb phone_text_alignment=\u00bbdefault\u00bb background_color_opacity=\u00bb1&#8243; 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background_hover_color_opacity=\u00bb1&#8243; column_backdrop_filter=\u00bbnone\u00bb column_shadow=\u00bbnone\u00bb column_border_radius=\u00bbnone\u00bb column_link_target=\u00bb_self\u00bb overflow=\u00bbvisible\u00bb gradient_direction=\u00bbleft_to_right\u00bb overlay_strength=\u00bb0.3&#8243; width=\u00bb5\/6&#8243; tablet_width_inherit=\u00bbdefault\u00bb animation_type=\u00bbdefault\u00bb enable_animation=\u00bbtrue\u00bb animation=\u00bbgrow-in\u00bb animation_easing=\u00bbdefault\u00bb bg_image_animation=\u00bbnone\u00bb border_type=\u00bbsimple\u00bb column_border_width=\u00bbnone\u00bb column_border_style=\u00bbsolid\u00bb column_padding_type=\u00bbdefault\u00bb gradient_type=\u00bbdefault\u00bb delay=\u00bb350&#8243;][vc_column_text css=\u00bb\u00bb text_direction=\u00bbdefault\u00bb]Lu\u00eds Matos Chaves asegura que los clientes no solo quieren saber c\u00f3mo se posiciona su marca, sino tambi\u00e9n el retorno que obtienen y si la inversi\u00f3n fue bien aplicada, especialmente en t\u00e9rminos de notoriedad. El responsable admite que ya utilizan tecnolog\u00eda para algunos clientes, dependiendo de los presupuestos, y que <em>\u00abEstados Unidos est\u00e1 muy por delante en ese aspecto, porque est\u00e1n obsesionados con medir el rendimiento\u00bb.<\/em> \u00bfY c\u00f3mo se mide el rendimiento?, preguntamos. <em>\u00abTenemos varias activaciones, y medimos cu\u00e1nto tiempo las personas pasan en esa parte del stand y cu\u00e1l es el nivel de engagement. Ya no importa solo cu\u00e1ntos visitantes hubo\u00bb<\/em>, concluye en la conversaci\u00f3n.<\/p>\n<p><strong><em>\u00abCreo que es necesario anticipar estas necesidades e innovar constantemente. Este mercado nunca est\u00e1 parado\u00bb,<\/em> <\/strong>confiesa el director de Multilem para Europa.<\/p>\n<p>El mayor desaf\u00edo es mover equipos a los lugares de activaci\u00f3n y montar todo el equipo, a veces en periodos de tiempo muy cortos. Independientemente del lugar del evento, <em>\u00abtodo sale preparado de Lisboa. Incluso el tornillo est\u00e1 contabilizado para anticipar los problemas que puedan surgir. La planificaci\u00f3n resuelve el 98% de los problemas, y esa es una m\u00e1xima que utilizamos aqu\u00ed dentro\u00bb.<\/em><\/p>\n<p>Multilem tambi\u00e9n da a entender que no se echa atr\u00e1s ante un desaf\u00edo, incluso si parece imposible. Y cuando puede serlo, la marca no lo deja. Nos cuenta, entre recuerdos, que tuvieron que hacer una activaci\u00f3n para Arabia Saudita en solo dos semanas, con todo el material fabricado, enviado y montado en China, pa\u00eds donde se requieren m\u00faltiples autorizaciones. Una de las ventajas es el espacio que las equipos tienen en la sede de Azambuja. Incluso por una cuesti\u00f3n de sostenibilidad, Multilem reutiliza algunos materiales de carpinter\u00eda cuando estos tienen sentido para ambas partes.<\/p>\n<p>\u00bfY los desaf\u00edos? Tambi\u00e9n existen y, en palabras de Lu\u00eds Matos Chaves, no fueron pocos, especialmente durante los a\u00f1os de la pandemia de Covid-19. Sin procesos de activaci\u00f3n, ya que el mundo fue puesto en pausa, la<em> \u00abactividad cay\u00f3 a cero. Sentimos que renacimos de las cenizas\u00bb<\/em>.<\/p>\n<p>Desde entonces, la agencia admite estar con un volumen de negocios <em>\u00abtres veces superior al que ten\u00edamos en ese momento [2019], por lo tanto, crecimos un 300%\u00bb.<\/em> Incluso este crecimiento, nos dice, ha sido \u00aborg\u00e1nico\u00bb y la empresa ha mostrado espacio para crecer.<\/p>\n<p>Con 200 personas en la plantilla a nivel global, admite la posibilidad de abrir oficinas m\u00e1s peque\u00f1as para tener m\u00e1s proximidad con los clientes en varios puntos del mundo. El pr\u00f3ximo paso ser\u00e1 expandir la oficina en Miami, en Estados Unidos, para tener una mayor presencia en ese mercado y atraer nuevas marcas para realizar las activaciones de sus productos.<\/p>\n<p>&nbsp;<\/p>\n<p><em>In\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=\u00bbno-extra-padding\u00bb column_padding_tablet=\u00bbinherit\u00bb column_padding_phone=\u00bbinherit\u00bb column_padding_position=\u00bball\u00bb column_element_direction_desktop=\u00bbdefault\u00bb column_element_spacing=\u00bbdefault\u00bb desktop_text_alignment=\u00bbdefault\u00bb tablet_text_alignment=\u00bbdefault\u00bb phone_text_alignment=\u00bbdefault\u00bb background_color_opacity=\u00bb1&#8243; background_hover_color_opacity=\u00bb1&#8243; column_backdrop_filter=\u00bbnone\u00bb column_shadow=\u00bbnone\u00bb column_border_radius=\u00bbnone\u00bb column_link_target=\u00bb_self\u00bb overflow=\u00bbvisible\u00bb gradient_direction=\u00bbleft_to_right\u00bb overlay_strength=\u00bb0.3&#8243; width=\u00bb1\/6&#8243; tablet_width_inherit=\u00bbdefault\u00bb animation_type=\u00bbdefault\u00bb bg_image_animation=\u00bbnone\u00bb border_type=\u00bbsimple\u00bb column_border_width=\u00bbnone\u00bb column_border_style=\u00bbsolid\u00bb][\/vc_column_inner][\/vc_row_inner][divider line_type=\u00bbNo Line\u00bb custom_height=\u00bb5vh\u00bb custom_height_tablet=\u00bb2vh\u00bb custom_height_phone=\u00bb2vh\u00bb][\/vc_column][\/vc_row][vc_row type=\u00bbfull_width_content\u00bb full_screen_row_position=\u00bbmiddle\u00bb column_margin=\u00bbnone\u00bb column_direction=\u00bbdefault\u00bb column_direction_tablet=\u00bbdefault\u00bb column_direction_phone=\u00bbdefault\u00bb scene_position=\u00bbcenter\u00bb text_color=\u00bbdark\u00bb text_align=\u00bbleft\u00bb row_border_radius=\u00bbnone\u00bb row_border_radius_applies=\u00bbbg\u00bb overflow=\u00bbvisible\u00bb overlay_strength=\u00bb0.3&#8243; gradient_direction=\u00bbleft_to_right\u00bb shape_divider_position=\u00bbbottom\u00bb bg_image_animation=\u00bbnone\u00bb gradient_type=\u00bbdefault\u00bb shape_type=\u00bb\u00bb][vc_column column_padding=\u00bbno-extra-padding\u00bb column_padding_tablet=\u00bbinherit\u00bb column_padding_phone=\u00bbinherit\u00bb column_padding_position=\u00bball\u00bb column_element_direction_desktop=\u00bbdefault\u00bb column_element_spacing=\u00bbdefault\u00bb desktop_text_alignment=\u00bbdefault\u00bb tablet_text_alignment=\u00bbdefault\u00bb phone_text_alignment=\u00bbdefault\u00bb background_color_opacity=\u00bb1&#8243; background_hover_color_opacity=\u00bb1&#8243; column_backdrop_filter=\u00bbnone\u00bb column_shadow=\u00bbnone\u00bb column_border_radius=\u00bbnone\u00bb column_link_target=\u00bb_self\u00bb column_position=\u00bbdefault\u00bb gradient_direction=\u00bbleft_to_right\u00bb overlay_strength=\u00bb0.3&#8243; width=\u00bb1\/1&#8243; tablet_width_inherit=\u00bbdefault\u00bb animation_type=\u00bbdefault\u00bb bg_image_animation=\u00bbnone\u00bb border_type=\u00bbsimple\u00bb column_border_width=\u00bbnone\u00bb column_border_style=\u00bbsolid\u00bb][nectar_global_section id=\u00bb5147&#8243;][\/vc_column][\/vc_row]\n","protected":false},"excerpt":{"rendered":"<p>[vc_row type=\u00bbfull_width_content\u00bb full_screen_row_position=\u00bbmiddle\u00bb column_margin=\u00bbdefault\u00bb equal_height=\u00bbyes\u00bb content_placement=\u00bbmiddle\u00bb column_direction=\u00bbdefault\u00bb column_direction_tablet=\u00bbdefault\u00bb column_direction_phone=\u00bbdefault\u00bb bg_color=\u00bb#000000&#8243; scene_position=\u00bbcenter\u00bb top_padding=\u00bb10%\u00bb left_padding_desktop=\u00bb5%\u00bb constrain_group_2=\u00bbyes\u00bb right_padding_desktop=\u00bb5%\u00bb text_color=\u00bblight\u00bb text_align=\u00bbleft\u00bb row_border_radius=\u00bbnone\u00bb row_border_radius_applies=\u00bbbg\u00bb overflow=\u00bbvisible\u00bb enable_gradient=\u00bbtrue\u00bb color_overlay=\u00bb#000000&#8243; overlay_strength=\u00bb0.3&#8243; gradient_direction=\u00bbleft_to_right\u00bb shape_divider_position=\u00bbbottom\u00bb bg_image_animation=\u00bbnone\u00bb gradient_type=\u00bbdefault\u00bb shape_type=\u00bb\u00bb][vc_column column_padding=\u00bbno-extra-padding\u00bb column_padding_tablet=\u00bbinherit\u00bb&#8230;<\/p>\n","protected":false},"author":1,"featured_media":5382,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[156],"tags":[],"class_list":{"0":"post-5380","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-lastest-news"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.1.1 - 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