The event will bring together leaders and executives this Wednesday (27) to discuss the limits and scope of Artificial Intelligence and Marketing
The National Meeting of Advertisers (ENA), an event promoted by the Brazilian Association of Advertisers (ABA), will have as its main theme “The market’s SYNC button” and It will take place this Wednesday (27th), from 9am to 12pm, at Teatro Unibes Cultural, in So Paulo. The event will be hybrid, with live broadcast, and will be co-curated by Kantar Ibope Media.
The theme of the annual event revolves around advances in cross-media measurement, reflections on the limits and power of reach for AI and marketing, in addition to a portrait of an industry that seeks to have more representation and be increasingly inclusive.
“Our industry continues to evolve and, in the face of constant change, with the insertion of AI in the advertising market, new questions emerge. Among them, topics around a beginning regulatory scenario; education and awareness of future professionals; application of the tool to have more diversity, equity and inclusion in the industry. These are some of the provocations that we will bring to discussion at this year’s ENA”, explained Nelcina Tropardi, president of ABA and General Director of Legal, Government Relations, ESG and Compliance at Dasa.
The event will also be marked by the official launch of the new ABA guide, the Sustainable Marketing Guide 2030, created from the Planet Pledge context, a global WFA initiative and research carried out between October 2022 and March 2023 with 938 senior marketing professionals on the customer side in 48 countries and interviews with 10 sustainability experts and 18 global CMOs.
“The document is a translation of its original version, prepared by WFA, in partnership with Kantar, with the aim of providing a sustainable growth structure as we redefine the role of marketing”, highlighted Sandra Martinelli, CEO of ABA and Member of the WFA Executive Committee.
The launch will feature the participation of Marco Frade, President of the ABA Media Committee and Head of E-Commerce at Diageo BR.
Confused
The first panel, which has the theme “Media SYNC – A tour of the universe of cross-media audiences”, will highlight advertisers’ concern for cross-media metrics to be transparent and capable of quantifying audiences wherever they are.
During the presentation, some initiatives around the world that achieved this objective will be mentioned, found by the WFA (World Federation of Advertisers), a global entity that represents advertisers and to which the ABA is associated and a member of its Executive Committee, and by the research company , Kantar. To talk about the topic, Matt Green, Director of Global Media Services at WFA; Patrick Bhar, Global CEO of Kantar Media and Melissa Vogel, CEO of Kantar IBOPE Media in Brazil. Moderation will be carried out by Celia Nishio, Global Marketing Intelligence Director at Natura.
Moderated by Renata Vieira, Senior Marketing Director at Reckitt, the theme of the second panel will be Artificial Intelligence at Scale. The guests are Hugo Rodrigues, Chairman of McCann Worldgroup for WMcCann, Craft and Aldeiah; Daniella Brissac, Vice President of ABA and VP Marketing Brazil & CCX LATAM at Kenvue and Denis Onishi, Senior Commercial Director at Pluto TV.
Guests will discuss one of the main themes of the year, artificial intelligence, and will discuss the use of the tool for the different functions of marketing and communications professionals, in addition to addressing the potential risks of this technology for the industry.
After the coffee break, Sandra Martinelli will begin the last panel of the event, which will focus on the path to a truly diverse and inclusive industry, moderated by Veronica Hoe, Senior Manager of Public Policies at Meta. To talk about the topic, Flavio Waiteman, Commercial Director of Tech and Soul; Patrick Sabatier, ABA Advisor and Director of Corporate Affairs and Engagement at L’Oral; Daniele Godoy, Project Manager at Unstereotype Alliance in Brazil and Nelcina Tropardi, President of ABA and General Director of Legal, Government Relations, ESG and Compliance at Dasa.
“Carrying out the co-curatorship of ENA is a source of pride and great responsibility. Pride, as we support ABA’s mission to promote excellence and best practices for marketing and communication from the perspective of advertisers. Responsibility, as the market recognizes the importance of complete and comparable, which support the media industry’s journey with its consumers”, added Melissa Vogel, CEO of Kantar IBOPE Media.
