Targeting: How do you explain your return to BORN?

Patrícia Jorge: It feels natural. It was a door that always remained open. I am grateful for the opportunity to return with a new role and to be close to a senior team with many years of experience. Not only because of BORN's culture and dynamic work environment but also because of the diverse projects across all kinds of business areas.
The agency's work is very rewarding because it is not "restricted." In projects and daily life, you have the privilege of working with multiple clients across various segments. This combination of factors has a strong impact on our development as both professionals and human beings.

Targeting: How is this new phase different from your previous time at BORN?

Patrícia Jorge: The new challenge is more focused on people management but also heavily geared towards prospecting for new business in the market and, most importantly, consolidating existing partnerships.
I am constantly learning, but I believe I have some experience to share with the team. 

Targeting: In practical terms, what will be your primary responsibilities in this return?

Patrícia Jorge: Specifically, my scope of work will include responsibilities such as:
i) Developing a business plan, being responsible for the defined targets;
ii) Operational leadership of the client portfolio and distribution of identified needs to the production teams, as well as proper communication within briefings, controlling the workflow with the design, brand voice, advertising, and strategy teams to ensure rigorous, demanding, and assertive execution;
iii) Project team management (responsible for the output of the management team, overseeing deliveries to ensure alignment with client expectations, supervising contact with strategic clients, and understanding the clients' DNA and expectations);
iv) Operational management and financial supervision/control.

Targeting: What sets BORN apart as an agency in the national market?

Patrícia Jorge: BORN brings 19 years of industry know-how with a capacity for creating high-impact projects. We believe that Communication is a key factor in ensuring that end customers can make conscious and responsible choices.
Our core business is deeply rooted in strategy, which involves a thorough immersion process with clients, as well as an understanding of their aspirations.
BORN is obsessed with understanding businesses and industries in depth, treating their objectives as our own, and having the freedom to engage in the public space with the aim of creating a proportional impact. We don’t just focus on budgets but on the ambition to be decision-makers committed to transforming the world around us for the better! 

Targeting: With your return, what are BORN’s main objectives in the medium and long term?

Patrícia Jorge: The transition from one year to the next always involves internal immersion in order to project the annual targets. In this sense, in the short term, my return involves taking on the challenge of reaching the pre-defined objectives, but also ensuring that we execute in line with our values as a brand, which positively differentiates us in the market.

Targeting: Is there any business area where BORN will focus more in the near future?

Patrícia Jorge: Yes. From experience, the Angolan market still has strong demand in the realms of advertising and events. In line with this perspective, we will continue to focus on meeting these needs.
On the other hand, during the pandemic, the group decided to explore a new business segment, embracing innovation and the increasingly digital reality we find ourselves in. Thus, we invested in Digital Marketing through Gigantic (digital performance). We believe that combining strategy and creativity with proprietary performance tools and software will be an asset for all clients looking to grow quickly through digital platforms in the market.
Gigantic’s mission is to grow its clients' business through digital channels, combining the latest technological platforms in the areas of business intelligence, paid media, and CRM management with a team specialising in strategy and inbound marketing content.
This reinforces our commitment to being as comprehensive as possible, anticipating and meeting the potential needs of our clients.

Targeting: How do you manage stress and work demands in a healthy and effective way?

Patrícia Jorge: I’ve learned to prioritise and place great value on my mental and physical health. Setting boundaries and building healthy relationships are crucial factors, along with finding time to relax. In truth, combining these seemingly simple variables, which are not always easy to achieve, helps me find the essential balance needed to face the challenges that come my way.

Targeting: What are your sources of inspiration or role models in your professional life?

Patrícia Jorge: This is an easy one! I find inspiration everywhere—in the words of my favourite writer, in a colleague who manages their day-to-day naturally in this daily chaos, in a morning reflection, while listening to a podcast, or even at a museum. The possibilities are endless…
Still, if I had to choose just one source of inspiration, it would be OPRAH, a media icon and philanthropist whose journey inspires millions of people. She provides a platform for discussing important issues, reflecting her perseverance, determination, and compassion. Her ability to overcome adversity and become one of the most influential Black women in the world is simply fantastic.