The market is also organized towards new goals and looking at new trends with a focus on the customer
More than ever, the ability to anticipate trends and strategically plan becomes essential for advertising agencies in 2024, given technological evolution and changes in consumer behavior, in a multiplatform media scenario where consumer attention is a resource valuable and scarce. Looking at these needs, some of the country’s main agencies share with propmark their perspectives for the coming year.
Marcia Esteves, president of Abap (Brazilian Association of Advertising Agencies), says that 2023 was a very important year of internal structuring and redefinition of priorities. J 2024 will be marked by many new features. We will launch the strategic plan, which will present new governance, new positioning and other activities.
The plan is based on three pillars. The first is a new scope of action and scope of associates, with a redefinition of the brand, mission and format of action. The second is the consolidation of Abap into a space for collective articulation of the advertising ecosystem. The third is a new governance structure with a new board of directors and executive board, including representatives from different advertising companies in the market, informs the executive, who is also partner and CEO of LewLara\TBWA.
Mrcio Santoro, partner, co-president and CEO of Africa Creative, explains that 2023 was a very important year, starting with his and Sergio Gordilho’s return as partners and the change of the name of the Africa agency to Africa Creative. In 2024, we want to continue growing within our customers, which, for us, is our main result. Creativity is our business, which is what we will always focus on, says Santoro.
Antonio Fadiga, partner-president of Artplan, says that the main highlight of 2023 was the consolidation of the movement internally called One Artplan, which took shape in the last three years. We follow the premise that, to achieve creative and effective ideas, we need to base our tools on data, innovation and technology. This is one of our perspectives for 2024, to implement a business model increasingly guided by these pillars as a way of helping clients build the right relevance for their audiences. Furthermore, we will continue with the practical encouragement of diversity and inclusion in our market, adds Fadiga.
Benjamin Yung, CEO of DPZ, highlights that 2023 was a great year. It was a year in which we reaped all the fruits of the transformation that began at the end of 2021. During 2023, we consolidated the management of DPZ, without guesswork and based on data.
For 2024, DPZ believes that the good results generated for customers are a great attraction for new customers who are looking for iconic ideas to build iconic brands. In this sense, we are already talking to some potential clients who are looking for a more creative and effective agency at the beginning of 2024, highlights the CEO.
Geraldo Rocha Azevedo, CEO of Execution, defines 2023 as a challenging year. We are entering 2024 very optimistic. With an enviable client portfolio, a team of 130 employees, all aligned with the same purpose and, above all, happy to work at Execution. This 2024 begins as a year to be remembered as a milestone in our history.
Luiz Fernando Musa, CEO of Ogilvy, declares that Brazil’s relevance within the Ogilvy network is a crucial point in the agency. The expectation for 2024 is that we can evolve in our leadership in different areas and continue building our reputation and creative delivery for brands and clients. The value of our industry comes from this, from work and from our people – ideas that change businesses and add to our customers’ results.
J Vitor Barros, CEO of Propeg, can say that 2023 was the milestone of the new year. A year without a pandemic, without elections and with the economy showing real signs of growth. For us it was a year of important achievements for clients, such as Le Biscuit, 3M and Prodesp, and also for projects such as the 70th anniversary of Petrobras, the launch of the Desenrola campaign and closing the year with the Mega da Virada das Loterias Caixa campaign. .
He adds that the agency is excited for 2024. I think that in 2024 the advertising market will set new records.
Vitor Lieff, CFO and general director of WMcCann So Paulo, says that at the beginning of 2023, WMcCann brought important results for customers Seara and Chevrolet, which were in the TOP 3 most mentioned sponsors on the networks during BBB 23.
We are eager, excited, but cautious for 2024. WMcCann will continue to search for a creative quality that helps brands gain a significant role in people’s lives and enhance business results. We are projecting organic growth in our own clients and in new businesses, says Lieff.
Filipe Bartholomeu, president and CEO of AlmapBBDO, declares that in 2023 we were able to put this obsession into practice: our clients’ brands progressed, their businesses prospered, as did the agency’s. For 2024, one thing is certain: there will be no less complex scenario. Complex problems demand holistic responses and, in this sense, the Brazilian advertising model, which integrates media and creativity (today exponentially due to data and technology), with increasingly more fragments and granularities, will be quite a remedy, he concludes.
Read the full story in the January 8, 2024 edition
(Crdito: Foto de Possessed Photography na Unsplash)
