Católica Porto Business School, the business school of the Catholic University in Porto, adopted a new designation as of September 1st: Católica Porto School of Business and Economics (Católica Porto SBE). This change aligns the school's nomenclature with its sister institution in Lisbon, Católica Lisbon School of Business and Economics. The new identity reflects the institution's evolution and reinforces its ambition to establish itself internationally in education, research, and engagement with society in the fields of Management and Economics.
The rebranding results from the revision of the overall strategic plan and consultation work with stakeholders, including students, collaborators, alumni, partners, and other organizations. The communication strategy, creative concept, and advertising campaign are handled by the agencies Saint Pirate and el-Hey, with Right Zero defining the Paid Media Digital plan.
The change is accompanied by the positioning "Irreplaceable Humans," which stems from the conviction that, in a world transformed by artificial intelligence and automation, the future will continue to depend on the human capacity for critical thinking, creating, collaborating, leading with empathy and ethics. João Pinto, director of Católica Porto SBE, states that technology is profoundly transforming how we live and work, but the future will be defined by people capable of giving it meaning and putting it at the service of the common good.
Católica Porto SBE is part of the exclusive group of institutions holding the renowned Triple Crown Accreditation — AACSB, AMBA, and EQUIS — a distinction held by less than 1% of business schools worldwide, and is present in five Financial Times rankings. The campaign will run in the coming weeks on television, digital media, out of home, and print.
