A company that operates on multiple fronts is the most accurate description for Multilem, but the Azambuja-based company prefers to describe itself as an agency that specializes in brand activations and experiences. And what does that mean? “We build stands for trade shows, events, festivals, and pop-up stores for companies. We are a company that helps brands express themselves tangibly through physical implementation,” says Luís Matos Chaves, General Director of Multilem Europe, to Jornal Económico (JE).
Simply put, as the director-general tells us, “We are not an advertising agency; we are an agency that implements brand experiences, whether at trade fairs or events.” One of the most interesting aspects is that Multilem’s offices enable this approach, as the agency has an in-house carpentry unit to build stands for its clients and those who seek its services.
How is brand activation done? “We combine creativity, project management, content, and technology with production and implementation. We essentially have two core areas within the company, which is a differentiating factor even outside Portugal.”
Multilem was founded 38 years ago in Portugal and is distinguished by being 100% Portuguese. Today, it operates worldwide. The company’s international expansion began in 2009 with its move into Angola, according to Luís Matos Chaves. Since then, it has opened eight offices across the globe, including in Dubai, Saudi Arabia, Spain, the UK, Miami, and Brazil.
One of Multilem’s largest clients is Turismo de Portugal. “We handle all the trade fairs for Turismo de Portugal. We create the creative concept and then implement the exhibitions worldwide. For example, we have worked with Turismo de Portugal in Japan, the United States, Europe…”
Despite having offices worldwide, the general director ensures that there are no borders for the agency’s work, positioning itself as a truly “global” company. “We can have clients anywhere in the world and execute projects literally anywhere,” he emphasizes.
One of Multilem’s advantages, the director adds, is its deep understanding of its clients, which gives it a “competitive edge” by allowing the agency to “grasp a brand’s language and how it expresses itself in the market.”
Another major client of the Portuguese company is Apex, the Brazilian Trade and Investment Promotion Agency. While domestic promotion in Brazil is handled by another agency, all international activations are managed by Multilem, including building the Apex Brasil stage at the Web Summit.
One of Multilem’s strengths is its ability to “create an experience within the stands at the request of brands.” A common request is the creation of natural environments featuring vegetation and nature sounds.
“The market is evolving towards this personalization of concepts, where people truly feel a unique experience when attending these projects,” highlights the director.
Luís Matos Chaves ensures that clients are not only concerned about their brand positioning but also about return on investment and whether their spending is justified, especially in terms of brand awareness. He admits that they already use technology for some clients—depending on budgets—and notes that “the United States is far ahead in this aspect because they are obsessed with measuring performance.”
How is performance measured? “We have various activations and measure how long people stay in a specific area of the stand and their level of engagement. It’s no longer just about visitor numbers.” he explains.
“I believe it is necessary to anticipate these needs and constantly innovate. This market is never static.” confesses the director of Multilem Europe.
The biggest challenge is moving teams to activation sites and setting up all the equipment, sometimes in very short timeframes. Regardless of the event’s location, “everything is prepared in Lisbon. Even the screws are accounted for to anticipate potential problems. Planning solves 98% of issues, and that is a principle we follow internally.”
Multilem also makes it clear that it does not back down from challenges, even if they seem impossible. And when they could be, the brand finds a way. Recalling past experiences, they had to carry out an activation for Saudi Arabia in just two weeks, with all materials built, shipped, and assembled in China—a country requiring multiple authorizations.
One of the agency’s advantages is the space available at its Azambuja headquarters. In the interest of sustainability, Multilem reuses carpentry materials whenever it makes sense for both parties.
And what about challenges?
There have been many, as Luís Matos Chaves recalls, particularly during the Covid-19 pandemic. With activation processes on hold as the world came to a standstill, “our activity dropped to zero. We felt like we were rising from the ashes.”
Since then, the agency has seen business volumes “three times higher than in 2019, meaning we have grown 300%.” This growth, he notes, has been “organic,” and the company has room to expand further. With 200 employees globally, they are considering opening smaller offices to be closer to clients in different parts of the world.
The next step is to expand the Miami office in the United States to increase its presence in that market and attract new brands for product activations.
