Former VP of marketing at Mastercard, Sarah Buchwitz talks about the company’s plans to become a media ecosystem
Today, Flow, one of the main podcasts in Brazil, has been announcing news. These new developments are part of a broader structuring project.
From 2022 to now, for example, a business vertical, Flow SA, a model dedicated to the corporate world, and a journalistic content vertical, Flow News, were presented.
The most recent development was the move to the Flow Group, with one of its objectives being the formation of a media ecosystem. Despite the restructuring, the Flow Games, Flow News, Flow Sport Club and Flow SA verticals remain part of the Group.
To lead this journey, the Flow Group brought Sarah Buchwitz, until then VP of marketing at Mastercard, to the CEO chair. In an interview with propmarkthe executive said that the idea of a media ecosystem shows the market the company’s expansion.
“This expansion involves the creation of new formats and products, incorporating the Flow Group in an even broader and more diverse way, with reality shows, solutions for creators, and the evolution of the legacy created”, he stated.
The Flow Group is structured around two new pillars: new content and formats, which will have the mission of discovering niches in order to expand projects; and the approach with brands, which will explore new advertising formats, uniting the advertiser with the creation of content.
For Sarah, with the expansion of new content and formats, the tendency is for the Flow Group to expand not only as creators, but also as providers – embracing solutions developed by the company’s technology arm, Flow Tech, or dedicated audiovisual productions, produced by Flow Labs.
“Our vision is expansion, modeling new formats for advertising, and showing that the community is part of our DNA,” he said.
Monark Case
The Flow Group has been going through a series of changes in its structure, after a 2022 in which the company found itself involved in controversies. In the main one, the then member Monark defended the existence of a Nazi party in Brazil.
At the time, Monark said “I think the Nazi party had to be recognized by law”, “within the [liberdade de] I express that we want to release everything” and “if the guy wants to be anti-Jewish, I think he has the right to be”.
The repercussion on social media was immediate, appearing in Trending Topics, culminating in Monark’s dismissal.
Andre Gaigher, CCO of Grupo Flow, guaranteed that the ‘crisis has been overcome’, and the company remained firm in the ‘purpose of transparency, dialogue and plurality’.
“The cancellation was a very difficult period in which people and teams at the company felt attacked, unfair,” he said. “As lessons learned we can highlight the more human approach in relation to brands and our strategic partners, we also learned that our political neutrality is a strength”, concluded Gaigher.
