More than 4.5 billion people around the world use at least one product of the brands in the Procter&Gamble (P&G) portfolio. Present in approximately 75 countries and represented in the Brazilian market by leading names such as Pampers®, Ariel®, Always®, Pantene®, Mach3®, Downy®, Iams®, Oral-B®, Duracell®, Olay®, Head & Shoulders®, Wella®, Gillette®, Fusion®, Ace®, Febreze® and Vicks®, the company recently announced another step within its expansion plans for Brazil.
Driven by the desire to stay abreast of market trends, modernize its company structures and be even closer to partners and customers, P&G has decided to relocate. Data released by the company show that in 2014, approximately 800 employees and collaborators responsible for business in areas that include marketing, finance, sales, logistics, communications, systems and legal services will be working in Torre Z (“Tower Z”), a major new development located on Av. Chucri Zaidan close to Av. Morumbi and Av. Nações Unidas in the Brooklin neighborhood of São Paulo.
The initiative is the result of a partnership now more than five years old with JLL, responsible for the operations of researching and leasing the property.
The intention to relocate the headquarters was always there. However, P&G was going through a period of acquisitions in Brazil and this led to the plan being postponed. In 2013, the company decided to put it into practice and chose a development that exactly matches its corporate image today: modern and bold,” said Monica Lee, director for transactions at JLL.
Pedro Candreva, commercial area director at JLL, was enthusiastic: “Torre Z exhibits meticulous architectural design, with a top-line builder and a unique address. Now, with the installation of P&G’s Brazilian headquarters, the result is a great success.”
JLL was already aware of client expectations, and it made positive presentations of properties that met all the requirements.
We had a very detailed description of the desired property: a high-end building with the latest technology, with space tending to be more horizontal than vertical, and in particular with an excellent surrounding environment for employees and visitors,” explained Rafael Calvo, a senior transaction consultant at JLL. Torre Z ticked all the right boxes and so the choice was made quickly, he said.
The building, which is in one of São Paulo’s principal business locations, is still being finished. But simply passing in front of the site, it’s easy to understand the reasons that led P&G to choose it. The modern façade offers the best indication of all the other things that make Torre Z different. “It’s a high-end green building with floors of 1,928 m², and it will feature LEED® Gold certification in addition to prioritizing mobility, connectivity and productivity,” Calvo added.
The project was developed by Triax, a company in the São Joaquim group that has more than 40 years of experience. Renato Srur, president of Triax, explained that Torre Z has 20 floors of which five are being leased to P&G. All floors are equipped with the most modern features available in the market. And in future, the complex will receive a second tower. “We took care to provide clients with comfort and quality. To this end, we invested in the latest technology for the elevator system and the fiber optic cabling, in addition to following the latest standards of sustainability and accessibility.” The development, which will be delivered later this year and also includes restaurants and cafes, offers ample parking space and modern security control, plus an exceptional view of the region, Srur said.
Another factor mentioned by Lee is the immediate vicinity. “P&G places great importance on the comfort of its staff. We therefore took care to find a location with easy access to transportation – close to the train line and to future Metro (subway) installations – and to restaurants, which are located mainly in the Morumbi and Market Place malls,” she said. To reach this conclusion, Calvo explained, JLL looked beyond conventional market information and developed a process of mapping key data about the lives of the client’s 800 employees. This proved fundamental to demonstrating the potential of the Av. Chucri Zaidan location. “Based on this information, we could identify where these professionals live and how they get to work, among other things, and as a consequence we successfully decided that in fact this was the most appropriate address,” he said.
JLL has advised P&G in the expansion of its manufacturing operations in Brazil over the years, and the relationship of trust and partnership thus established can really be seen as the main factor behind what is yet another successful transaction.
The knowledge gained and our alignment with the needs of P&G, which are fruits of this strong relationship, enabled JLL to conduct detailed analyses and to help the company decide about its new headquarters. We will soon have more information about the new office,” said Lee. Following this step, P&G will begin the phase of deploying into the new office, to which end it will rely on JLL’s project management and development area.