Católica Porto Business School is now called Católica Porto School of Business and Economics as of Tuesday. The private educational institution explained that this name change aims to reflect the school's evolution and reinforce its ambition to establish itself internationally in teaching, research, and societal engagement in the areas of Management and Economics. The new identity also aims to give greater visibility to the institution's academic offerings, which include undergraduate degrees, master's programs, doctorates, executive education, and applied business research.
The rebranding comes accompanied by a positioning based on the idea "Irreplaceable Humans." In a world where artificial intelligence and technology are advancing rapidly, the school argues that there are human capabilities that cannot be replaced, such as thinking critically, creating, collaborating, leading with empathy and ethics, and making decisions with impact. Director João Pinto emphasized that the future will not be defined by technology alone, but by people capable of giving it meaning and putting it at the service of the common good.
The Portuguese agency Saint Pirate and the creative studio El-Hey were responsible for the communication strategy, creative concept, and advertising campaign of the project. The Right Zero agency was responsible for the Paid Media Digital plan. Católica Porto School of Business and Economics is internationally recognized for the quality of its activity, being part of the exclusive group of institutions with Triple Crown accreditation and appearing in five Financial Times rankings.
