Artificial intelligence helped understand habits and optimize processes
The world suffered from a pandemic and saw two wars break out in just three years. In 2020, Covid-19 placed families and businesses in quarantine. As if the invasion of Ukraine by Russia in February 2022 was not enough, another conflict broke out after the Hamas terrorist attack against Israel, on October 7th of this year. The ghost haunts South America with Venezuela’s threat to invade Guyana. Nature has also turned its back on humanity with extreme events caused by climate change, with no time yet to stop the tragedies.
The year 2023 ends the same way it began. Apprehension about the Brazilian government’s path, inflation control and the possible slowdown of global economic powers remains. It is true that employment in the country has increased, poverty has decreased and the authorities are reissuing programs capable of reducing Brazilians’ debts. From political-economic issues to socio-cultural movements, the external and internal situation impacts advertising businesses.
Resilient, the communications industry invests in technology to monitor behaviors and optimize processes. It’s no surprise that generative artificial intelligence was the theme of the year, discussed at industry events and festivals.
The movements reflect the struggle to follow a path of growth. Media outlets seek multiplatform operations, while advertisers want to connect with consumers in an increasingly authentic way, and agencies pursue a work model that guarantees results for clients without leaving aside the quality of life of employees. And everyone reaffirms their commitment to diversity and inclusion.
Given the complexity of the scenario, the business balance is positive. Brazil
totaled R$14.9 billion in media purchases in the first nine months of 2023, an increase of 9.8% in relation to the amount of R$13.6 billion invested between January and September 2022, according to Cenp-Meios. Owner of the largest slice of the advertising pie, TV has revenue of around R$6 million and a share of 40.6%. Next to it is the internet, with R$5.6 million and a 38% share, followed by the out-of-home media, which totaled R$1.4 million and a 9.9% share. The 2023 contribution will be announced next year.
From here to here
The creation of new areas, offices and hubs, restructuring, repositioning and the concern of big techs in offering solutions to optimize funds and expand the scope of actions helps explain the performance obtained in the year. Attracting new businesses also anchors the numbers. Santander, for example, handed over the entire bank account to BETC Havas, after six years at Suno.
VMLY&R expanded its stake in Ford and resumed part of the Petrpolis Group’s beer division, including Petra, Cacildis, Black Princess and Cabar. Mestia also expanded its presence at General Mill and gained Aviation. At the out-of-home media company NEOOH, progress came with the renovation of the media circuit at Parque Villa-Lobos, Zoo SP, Safari SP, Botnico SP, Cndido Portinari and Parque da gua Branca, while Bullet renewed with Mercado Livre and LewLara\TBWA won back Friboi.
Talents move the comings and goings of the market
The search for new leadership heats up the dynamics of the sector, especially in senior management positions. Marcia Esteves, CEO and partner of LewLara\TBWA, assumed the national presidency of the Brazilian Association of Advertising Agencies (Abap) in the 2023/2025 period, replacing Mario DAndrea. The executive is the first woman to lead Abap in more than 70 years of the entity’s history. At the Interactive Advertising Bureau (IAB), Melissa Vogel, CEO of Kantar Ibope Media Brasil, was re-elected and remained as president, working alongside CEO Cris Camargo. Among the platforms, Guilherme Horn was promoted to head of WhatsApp in Latin America and Daniela Galego arrived on the Uber platform as head of the local advertising division.
The brand overview includes Cecilia Bottai Mondino, who returned to Heineken as vice president of marketing; Srgio Eleutrio, appointed marketing director at McDonalds, replacing João Branco; and Andrea Scerch, chosen as president of Mastercard for Latin America. J Igor Puga left Santander.
In the media, Luciana Valerio took over as commercial director of SBT, replacing Fred Mller; and Ali Kamel left the position of general director of journalism at Globo, a role held by Ricardo Villela. Kamel started to coordinate the Editorial Board of Grupo Globo, a newly created role.
The agency roster includes Andr Gola, who left LewLara\TBWA, less than a year after joining the agency as chief creative officer (CCO); and Aga Porada, who left the vice-presidency of media at Africa Creative, where he helped create the out-of-home unit Rua.Africa. Pedro Eustachio is the agency’s new vice-president of media and Rodrigo Rodrigues is now in charge of Rua.Africa. Luciana Rodrigues also left Gray Brasil.
At Publicis Groupe, Miriam Shirley, until then CEO of Sapient, Prodigious and Performics, took on a role in the Latin American operation of the French holding company. The group has just appointed Fernando Diniz as CEO of Leo Burnett Tailor Made, replacing Marcelo Reis, who left the agency after almost 16 years. J Andra Fernandez, senior executive marketing and business, the new chief operating officer (COO) of Publicis Groupe. Benjamin Yung remains CEO of DPZ, an agency of the same group, a position he previously shared with Diniz. At Leo Burnett Tailor Made, Diniz will have Fbio Brito, who will act as COO.
Goodbye
In 2023, the market said goodbye to Mauro Salles, Paulo Giovanni and Joo de Simoni, names that helped build Brazilian advertising.
Read the full report in the printed edition of December 18th.
