Names such as Marina Daineze (Vivo), Javier Meza (Coca-Cola) and Eduardo Picarelli (Heineken) participated in the PROPMARK Special
Advertisers point to a more inclusive, ethical and citizen future, built through collaborative and multiplatform communication, combined with artificial intelligence, hypersegmentation, customer experience and performance for integrated solutions.
Discussions that help positively transform society will give meaning to purposeful content. But the balance between emotion and reason should guide relations in a year of uncertainties in the economy.
— Read the full version of the 2023 Perspectives Special here
2023 promises to be a year full of innovations in the portfolio and campaigns in tune with people’s feelings. In Latin America, we work to expand our brands’ platforms, ensuring a tangible contribution to our ESG agenda. We will continue to evolve to adapt to changes through the values of authenticity, optimism and inclusiveness. Consumers and the market will be more attentive to offers, in an economic context that will probably be more challenging. But purchase motivation should still be influenced by preference and brand values. Let’s ensure that our advertising has the right balance between reason and emotion. Javier Meza, senior vice president of marketing at Coca-Cola Latin AmericaAt Samsung, listening to our audience is the fuel to deliver innovations that empower people in their routines. We will continue with the objective of establishing an ever closer, genuine and authentic connection, through enchanting experiences, in campaigns, conversations and activations on all platforms. In addition, we will expand the work developed with the creators to further strengthen the relationship with Samsung fans. Understanding how technology positively transforms people’s lives is the main pillar of the brand’s collaborative and multiplatform communication strategies for 2023 Mario Sousa, senior director of marketing for the mobile experience area at Samsung BrazilAt Vivo, the customer is at the heart of the strategy, and in 2023 it will be no different. We closely monitor market and behavior trends, as it is essential to be part of conversations that are in fact pertinent. We will remain attentive to relevant formats and channels, always adding differentiated and purposeful content. Social networks remain an important means of understanding and participating in conversations, presenting values, products and services in an organic, original and creative way, without forgetting the brand’s presence in major events, digital, OOH and offline media. Marina Daineze, brand and communication director at VivoIt will be another challenging year for brands, as we still have a delicate scenario, with uncertainties that must last. Within this context, it is natural for consumers to focus their choices on brands that offer an optimal value equation. At these times, brands that are top of mind end up having an advantage, as they bring confidence to consumers. In my opinion, the combination of communication and performance becomes a key equation, as qualified awareness and the ability to transform data into insights will be the magic formula to win this year” Eduardo Picarelli, director of the Heineken business unit in BrazilThe objective is to continue evolving, reinforcing recognition as a plural, convergent brand, with multiple products and for different audiences. Moved by the essence of restlessness and innovation, we will remain consistent in investing in actions and projects to connect people to each other and to a more fun and productive life. In addition to focusing on innovation and technology, we will continue to be present at sporting and cultural events, seeking to offer experiences that go beyond our products. We understand that people need to be at the center of all our movements. We will continue to unite quality service with the desire to generate a positive impact on society” Ane Lopes, director of communication and brand at Claro (Vivian Koblinsky/ Divulgao)I want to continue renewing the connection we have with our network, through the creation of iconic products, creative experiences and investment in innovation and technology. For the future, we want to continue establishing ourselves as brands connected to what is impacting the world of beauty, bringing provocations, trends, new ways of understanding the self-care routine, in addition to offering attractive, innovative, high-performance products full of originality. I also want to continue fostering discussions that help positively transform society, offering actions that can go beyond traditional campaigns and leave a contribution to our network. Renata Gomide, Vice President of Consumer at Grupo Boticrio (Tulio Vidal/ Divulgao)
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