Luiz Lara, president of Cenp, also considers São Paulo as the cradle of the attention economy; R$ 748 billion of GDP originates in SP
Transformation is part of the 469-year history of the city of São Paulo. The best evidence is its robust industrial past to reinvent itself as a sophisticated service base, especially those linked to cutting-edge technology. In the communication segment alone, the capital of the state of São Paulo is home to the headquarters of Google, Meta (Facebook, Instagram and WhatsApp) and Twitter, for example, and banks such as Nubank, C6, XP, Pag (Bank and Seguro) and Original. This constant remodeling makes the city a source of great business and investments that make B3, the Brazilian Stock Exchange, listed among the top 10 in the world in the area of financial infrastructure, the largest in Latin America and with a capitalization of more than R$ 4 trails.
An analysis made by the executive Roberto Tourinho, vice-president of Sinapro (São Paulo Advertising Agencies Union), based on the 2020 IBGE, shows that the country’s GDP is BRL 7.5 trillion, of which BRL 2 .4 trillion in the state of So Paulo and R$748 billion accounted for in its capital. Tourinho recalls that the headquarters of the main advertising agencies are in the city of So Paulo, data confirmed by the 2021 Cenp (Advertising Market Self-Regulation Forum) ranking.
WMcCann, Publicis, Africa, Almap- BBDO, DPZ, Betc Havas, VMLY&R, Artplan, Wunderman Thompson, Leo Burnett Tailor Made, Blinks Essence, LewLara\TBWA, Lalent Marcel, Mullen Lowe, Propeg, Suno United Creative, CP+B, David and Nova/SB are among the top 20 in the advertising market. Of this group, only Artplan and Propeg are headquartered outside So Paulo, respectively in Rio de Janeiro and Salvador. Both, however, with very robust operations in So Paulo. Among the 50 largest, according to the Cenp metric, the vast majority have an operating base in the capital of São Paulo. It is a market that has a large volume of jobs and a benchmark in management, creativity and innovation. Sinapro, consequently, is the largest employers’ union of agencies in Brazil, points out Tourinho, remembering that the national market, according to Cenp, concentrates more than R$ 9 billion of advertising revenues, most of which is authorized in SP”.
The VP of Sinapro/SP also says that these agencies changed the form of governance during the pandemic period. The home office was added to the model. But without interfering with the quality of delivery. Professionals sought quality of life and many do their work even outside São Paulo and Brazil. São Paulo is the base of advertising’s intellectual capital. The major business issues are coordinated by Abap (Brazilian Association of Advertising Agencies), such as the analysis it carried out with Deloitte, which shows that for every real invested in advertising, the return is eight times greater.
Conar (National Self-Regulation Council) ensures ethics, transparency and misleading advertising. Conar qualifies Brazilian advertising. And Cenp, with Luiz Lara, Dudu Godoy and Regina Augusto, is promoting an important change, by attracting back the IAB (International Advertising Bureau) and the ABA (Brazilian Association of Advertisers). Sinapro/SP receives voluntary contributions from 850 agencies after the end of the mandatory union contribution. And, through the office of Dr. Paulo Gomes, we offer legal assistance to the sector. We also help with tenders, the hybrid work format, pricing, etc., says Tourinho.
The city of So Paulo, in the words of Luiz Lara, president of Cenp and LewLara\TBWA, is the mecca of the creative economy in Latin America. the main city in Latin America for the creative economy. Advertising is the cutting-edge industry of the creative economy, synonymous with innovation, especially with the disruption of the multiplatform world, where everyone lives together, also with networks and platforms. Today, it is very difficult to get people’s attention. Attention advertising. So it needs to be creative and respectful. Conar’s parameters, in the era of the attention economy, show that the city is the cradle of Brazilian advertising as it absorbs talent from across the country. Here publicity is very strong and inspires other cities. Brazilian advertising represents a lot of the soul of SP, argues Lara.
São Paulo is the epicenter of the country. A place that produces, imports and welcomes talented professionals from all regions, reverberating a plural culture. Here are some of the biggest agencies and many creative minds in our market, the big advertisers, the vehicles and the headquarters of the digital platforms. It is an implacable, demanding and, at the same time, generous city for those seeking knowledge and innovation. Its economic power, dynamism and vitality form the cultural mix that is reflected in business, fundamental for the development of Brazilian advertising, a prosperous and economically relevant industry, adds executive Regina Augusto, executive director of Cenp.
So Paulo is the base of Brazilian creativity. Agencies established in the city have led awards at festivals such as Cannes Lions since the first Golden Lion in the country with the film O homem de 40 anos, created by Washington Olivetto and Francesc Petit, at DPZ, in 1974. Support from audiovisual production companies consistent with São Paulo’s hegemony. At Apro+Som, an average of 85% of the associated production companies are headquartered in So Paulo.
So Paulo continues to be a highly qualified, representative and extremely important center for sound production in Brazil. It is not only a national reference, its international recognition is often seen through the export demands of our sound services. The city is an audiovisual production hub, covering not only phonographic musical productions but also cinematographic and advertising productions. The city breathes art, sound and visual references, says Bia Ambrogi, president of Apro+Som (Brazilian Association of Sound Producers).
In 2021 alone, of Ancine’s total registrations of advertising works (38,538), So Paulo represented 32% of the share. These data reflect the city’s creative potential for audiovisual production. The number of Apro associates headquartered in the city of São Paulo also reinforces this role of the city. Currently, we have a total of 101 associated producers, 88 of which are from São Paulo. One of the main factors that make So Paulo the city of the audiovisual market is also its enormous ethnic diversity, which is incomparable to any other city in Latin America, observes and concludes Marianna Souza, executive president of Apro, which also has the FilmBrazil project, with support from Apex.
(Credit: R Spegel on Unsplash)
