Traditional award organized by Editora Reference, which publishes propmark, in partnership with Madia Mundo Marketing and Abramark
After three years of interruption forced by the Covid-19 pandemic, the biggest Brazilian marketing award, the Marketing Best Award, returns to judging and awarding trophies to the best cases on the market. Launched in 1988 by Editora Reference, which publishes propmark, the award is in partnership with Madia Mundo Marketing, the most traditional company in the sector in Brazil, led by Francisco Madia de Souza, icon of marketing in Brazil and creator of the award alongside journalist Armando Ferrentini.
Madia was a pioneer in Brazil in disseminating the concept of modern marketing by Peter Drucker, considered the pope on the subject. Armando Ferrentini, advertising journalist, historic name in communications for having created the first daily space in the Brazilian press dedicated exclusively to covering the advertising market – the Asterisco column, in the São Paulo newspaper Dirio Popular, in 1965, also the protagonist of this story.
Madia celebrates: This year, we reached the 33rd award. After a pit stop due to the pandemic, Marketing Best returns significantly improved, with many new features for the next editions, which guarantee it, based on retrospect and history of achievements, the title of the most important award given to companies in our country, for the adoption and practice of the ideology of modern administration.
Francisco Madia considers the award’s quality differential to be the fact that it is endorsed by the Abramark Brazilian Marketing Academy, which he presides over, which brings together some of the biggest names in the sector in Brazil. In 2023, Abramark completes 20 years of achievements. The Marketing Best Award jury will be made up of 10 members from Abramark, plus a legal representative from propmark, in addition to a professional from each award sponsor.
News
The return of Marketing Best marks a generational change in the coordination of the award. Fbio Madia and Tiago Ferrentini, sons of Francisco Madia and Armando Ferrentini, respectively, are now responsible for the day-to-day running of the awards. They implemented a series of changes and improvements, which gave a new format to the award, with emphasis on the classification of competing cases into categories (see box). There are nine categories of products and services, divided into another 30 subcategories according to specific themes.
Entries are now by categories, with three cases selected for the final, with the winner only being announced at the awards party, explains Fbio Madia. Another change is the creation of the competitive categories Marketing Citizen and Marketing Company of the Year, which already existed in previous versions of the award, but in the form of a tribute to a professional and a company.
The award’s advertising campaign, created by the 11:21 agency, by publicist Gustavo Barros, is also innovative. Published on propmark and social networks, in addition to the Abramark portal, it marks the various companies mentioned in the advertisements by their own name, announcing that Marketing Best has returned. Through the hashtag, the company is notified that it has been mentioned on social media. In addition to publicizing the award, the campaign is also a tribute to the cases of these companies that were chosen precisely for this reason: they have excellent marketing cases already published. And this, regardless of whether or not they registered these cases in Marketing Best, says Tiago Ferrentini.
Over the years, the Marketing Best awards party has become one of the biggest end-of-year events in the capital of São Paulo, bringing together thousands of guests and always livened up by great shows by famous bands and singers. That doesn’t change: the organizers’ idea is to hold a big party in the first half of December, in an event venue yet to be chosen, as well as the band that will perform.
Registration will be open until the last week of November and is only done online on the Marketing Best website. For further clarification, you should send messages to the website [email protected] or (11) 98990-0376.
Origin
The modern concept of marketing was born in 1954, with the publication of the classic work by North American economist Peter Drucker Practice of business administration, reveals Francisco Madia. Therefore, the modern concept will turn 70 years old in 2024, highlights Madia.
In Brazil, marketing was slow to arrive. In 1972, ADVB (Brazilian Sales Directors Association), an entity that promoted good sales practices for Brazilian companies, launched the Top Marketing award. Armando Ferrentini, later president of the entity, says, however, that there was very little of the original marketing concept in the competing works, which were basically limited to advertising actions.
Top Marketing was more focused on advertising than marketing itself. At the time, Ferrentini recalls, there were many awards in advertising, but not in marketing. This happened because the concept of marketing was practically unknown in Brazil. In fact, what was said was always distorted, with many people associating the term deception, like he just does marketing, meaning that the person in question was a liar or a cheat.
With the modernization of the economy, especially since the 1970s, Ferrentini states that communication became more sophisticated and, as a result, marketing began to gain prominence. That was when the concept became known until then, the very pronunciation of the word was wrong, it was called marketing and there was no awareness that this strategy serves as a basis for the company and its managers to make better business decisions.
o Marketing Best is born
In 1987, Francisco Madia, who was director of ADVB, proposed to Ferrentini that an award competing with the Top of Marketing would strengthen and better value the marketing concept. Ferrentini embraced the idea and thus, in 1988, the Marketing Best Award was born. We took advantage of all the experience from Top de Marketing, but we brought a series of innovations, an obligation for everyone who arrives later, says Francisco Madia.
Ferrentini says that, at the same time, he left ADVB, but the idea of continuing the effort to disseminate the marketing concept, through an award competing with the Top of Marketing, pleased him. The Marketing Best Award was launched by Editora Reference chaired by Ferrentini and had the Marketing magazine, which he had acquired from ADVB, as a publication vehicle.
The award, in fact aimed at marketing, was a success from the first edition, because the market already felt the need for an award that valued the set of actions that distinguish the concept. And from the beginning it was recognized by professionals who understand the subject: the market understood that it was an award aimed at actions that are configured as a set of pillars for the success of any business strategy and, in the classic definition, it is summarized as the 4 Marketing feet: product, price, place and promotion. And these Fees encompass much more than one might imagine, also involving production, logistics and finance, for example, concludes Ferrentini.
