Players chose AI, ESG, creativity and experiences as the main themes that will guide the next 12 months in the communications sector
The year 2024 promises good winds for advertising, at least according to the latest research by Warc, which revealed that global investments in the sector are expected to exceed US$ 1 trillion, for the first time. Additionally, Data-Makers’ 2024 Business Leaders and Outlook study with CDN also showed that CEOs are optimistic for the next 12 months.
The positive feeling was confirmed by advertising market players interviewed by propmark for the special Perspectives 2024. Advertisers highlighted that they hope for a year guided by artificial intelligence, ESG, profitability, democratization of access, creativity and experiences. Despite this, executives did not fail to emphasize that they are also preparing for a challenging year.
In the retail sector, Mercado Livre is preparing to have a profitable and sustainable year. Cesar Hiroaka, the company’s marketing director, explained that among the plans is to gain more market share with a focus on increasing the e-commerce space in the country.
In 2024, our expectation will continue to grow in a profitable and sustainable way, contributing to the development of entrepreneurs and companies that operate on our platform to generate income and revenue. We believe in Brazil’s potential and see room for growth in e-commerce in the country, where the sector’s penetration is still at 14%, while in the USA it is 25% and in China, 40%. We know that there is still more room to grow, which makes us even more optimistic for the coming years, highlighted the executive.
Tok&Stock will focus on recovering the emotional memory that customers have with the brand. The movement will be led by Ghislaine Dubrule, who returned to the company as CEO. With my return to command the company, we can expect the continuation of management that is even more focused on operations and back to basics, with cash generation and an increasingly positive Ebitda, a result of what we have already started to see in the last quarter of 2023, which was a year marked by reinventions and challenges, pointed out the executive.
Regarding news, the CEO stated that Tok&Stock plans to launch eight collaborations throughout the year and will invest in national design. Furthermore, we want to increasingly bring our consumers to the experience in our physical stores, with emphasis on themed campaigns and the renewal of a third of the portfolio in each room of the house every month, he added.
With the resumption of tourism in 2023, when Latam reached its goals, the company hopes for a 2024 of networking and experiences with the aim of helping people achieve their plans for the year. According to Amira Ayoub, head of marketing at Latam Brasil, the company’s challenge will be to build a story with customers. Among the plans, there are also brand activations, such as the sponsorship of BBB24, the company will star in the Prova do Anjo and the Festa do Leader.
We want to find other great media opportunities, continuing the balance between digital and offline, diversifying media, and placing the brand at the top, where it deserves to be. We are increasingly efficient, we are market leaders, financially healthy, and the brand will follow this moment efficiently, highlighted Ayoub.
As for the pharmaceutical sector, Joo Abique Marques, CEO of Cimed, has the goal of earning R$4 billion, R$1 billion more than invoiced in 2023, the year in which the company carried out several actions, such as the activation of Lavitan on TV Globo and the launch of the collaboration between Carmed and Fini. Furthermore, the past year was also marked by the inauguration of the company’s third manufacturing plant, located in Porto Alegre, and the acquisition of gacha R2M.
2024 promises to be a challenging year, but I see a good recovery in the economy, especially from the second half of the year onwards, Marques pointed out.
In the market share made up of food and beverage companies, expectations are for growth, more technology and actions to get closer to the consumer.
With a year full of events such as music festivals, for example, Heineken is preparing for double-digit growth, according to Eduardo Picarelli, director of the company’s business unit in Brazil.
Picarelli presented the data that, in 2023, the beer market grew by 4.5%, reaching 16.1 billion liters. The information was acquired by a survey carried out by Euromonitor. Still using data, the executive also pointed out that Heineken was elected as the brand most loved by Brazilians, with Brazil being the country that consumes the most beer in the world (data from Kantar).
Read the full story in the January 8, 2024 edition
