The event was attended by Silvio Meira and CMOs from large companies. On the occasion, studies were presented focusing on behavior and socio-environmental impact
How should the communications and live marketing market behave over the next 15 years? Guided by this question, Batux, one of the main innovation agencies in live marketing, promoted an event on the 13th with the presence of Silvio Meira and other big names in the market.
The event also featured a charming setting: the headquarters of AYA Earth Partners, an ecosystem that offers mentoring, services and content, of which Batux is a member, located in one of the most wooded environments in the city of So Paulo.
Chris Bradley, CEO of Batux, began the celebration by fondly remembering all the achievements made over the last 15 years and thanked the brands, partners, employees and friends present. The values built over these 15 years have brought us the certainty that we are on the right path.
Then, Andr Alves, from Float, asked questions to the guests with the study Viralism and digital impact. Questions like Do you feel obligated to go viral? and What happens when all the brands are playing this viral game? guided reflections, especially focused on the presence of brands on social media.
Ariane Santos, CEO Badu Design, shared with the public her journey with the circular economy and how a black woman helps other women to create a more sustainable world, with a focus on the circular economy. Ariane also talked about projects for the future and invited everyone to join this mission of transforming the future. When we move a care economy, we look to the future. We can transform and transforming together will be much better, concluded the CEO.
Chris Michelassi, from Tempo2, gave an unprecedented presentation of the insights from the authorial study Encontros e Desencontros Intergeracionais. During the presentation, he disclosed the main generational disagreements – such as maturity being a turning point, young and mature people missing each other’s understanding, as well as distrust and insecurity on both sides. Reflections on problems between young and mature people were also discussed and shared during the presentation.
Technology and behavior expert Silvio Meira, Chief Scientist at TDS Company and one of the country’s greatest futurists, explored the future of consumer behavior, highlighting Marketing of the Future, the end of focusing only on products and the need for brands to invest mainly in customer experience.
The last panel, moderated by Cris Pereira, ESG Advisor at Batux, included the participation of CMOs from large companies. Danielle Sardenberg, from Santander, Patricia Pessoa, from Whirlpool, and Rodrigo Visentini, from Unilever, along with Silvio Meira’s perspectives, commented on their latest campaigns and how they reflect the next steps and future of the brands.
This year, Santander invested in its first cultural product aimed at children with the animated series Money in Species. Danielle said that the project started with two pains: Brazilians have little financial education and the new generation is going through the dematerialization of money. Children no longer have that physical notion that we have about money. This even influences and increases the difficulty of learning Mathematics in Brazil.
Visentini, from Unilever, spoke about Hellmann’s Monday Without Waste campaign. A project focused on solving two pain points that we identified: a lot of wasted food and a lot of hunger. Furthermore, the CMO said that Unilever actively participates with other brands in food donations and that it is important that the cause comes before the brand.
Patricia, from Whirlpool, highlighted the Refrigerator campaign, which portrays the connection that people have with the appliance, marking the beginning of the brand’s repositioning. The campaign was the starting point for redesigning the brand’s signature: another world. We want to explore these other worlds. That’s why we’re talking about agendas and causes, the campaign restores consumers’ affection for the Brastemp brand.
We are in the middle of a transition from legacy marketing, which knew how to position a brand to the public, transitioning to the marketing of the future, comments Meira about the new positioning of Brastemp and many other brands.
The CMOs ended the debate by reflecting on the future, with Patricia highlighting a crucial question: does the future come from the future or is it rooted in the past? The other CMOs also emphasized the importance of the present in building a future with healthier practices.
Upon celebrating 15 years, Batux reaffirms its commitment to innovation in the pillars of data intelligence, product, culture, ESG practices, people and talent. We are experiencing in the present and the challenges and opportunities that the future holds for us. It is a journey that transcends time, providing inspiring horizons for the agency’s next 15 years of activities, concluded Chris Bradley, CEO of Batux.
