This Thursday, December 1st, Porta dos Fundos will be present at the WHEXT event, aimed at the advertising market. Ian SBF, one of Porta’s founding partners, will participate in the panel “Liquid Narratives, the resumption of long-form content”, at 10 am, alongside Eric Stern, Director of Anonymous Content. The fifth edition of the festival takes place at the British Center (Pinheiros), in São Paulo, and will feature big names in national and international advertising.
Ian’s participation in the festival takes place at a very important stage for the group, which has focused a lot on commercial partnerships with big brands. This year, Porta dos Fundos completed 10 years and a survey by Datafolha, carried out in 2021 to understand the audience’s sentiment regarding the exposure of advertisements and brand interactions during the exhibition of entertainment content, showed that 69% of respondents revealed that the insertion of brands in Porta’s skits does not disturb the humor experience of the content produced and 67% agree that the presence of brands in Porta’s videos seems natural.
This is the first time that Porta participates in the event and Ian celebrates:
“It is very rewarding to participate in WHEXT to talk about content, especially on behalf of Porta, which has invested a lot in the production of original content for brands and also in Porta Studio, its production arm of long formats for TV and streaming. The Datafolha survey demonstrates how the irreverence of our group can help brands to relate more spontaneously with their audiences.”
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