A pioneer in the influencer marketing market and the largest agency in Brazil, Fig held on February 27th, in So Paulo (SP), the first edition of its ‘Upfront’. At the event, the company gave an overview of all the projects and platforms in which it operates and which make it always ahead in the market, in addition to announcing four major launches, which include the use of Artificial Intelligence in brand actions with influencers, This is an innovation never seen before in the country.
In the presentation by CEO, Ftima Pissarra, and singer Preta Gil, Mynd partners alongside Carlos Scappini and Marcus Buaiz, 2024 was portrayed as the year that brings the power of conversations. Among the trends, they spoke of the growth of the creative economy along with the increase in digital inclusion, which creates jobs and a tool for social advancement by transforming the influencer into a source of income, and highlighted the growth of niches on the internet, which makes creators of content increasingly specialize in a theme, such as beauty, fashion, gastronomy, sport and humor.
“The influencer marketing market is only going to grow in the coming years. Brands’ investments in digital have already matched those made in television. Influencers are also maturing, and agencies are developing the business with more responsibility. The future is an increasingly professionalized and regulated market, and Mynd, as a pioneer and largest company in the sector, has a fundamental role in acting in an orderly manner in this. We are very happy to start the year bringing innovations so that influencer marketing is always ahead”, said Ftima Pissarra.
Among the four launches for this year, Mynd brought Social Hack, a new arm of the company that will, through Mynd Monitor Intelligence (a tool that has more than 300 accounts connected, seeing what is trending and becoming trend on social media), create actions for brands to enter the most popular conversations in the digital environment; Buzz Lab, which specializes in creating viral actions for brands to enhance their projects; Super Live, which is lives broadcast on Digital Banking profiles, which have the power to reach almost all Instagram users and amplify any live broadcast; and AI Squad, which is the possibility for all Mynd agents to make deliveries to brands through Artificial Intelligence.
“After two months of research, we partnered with AI Squad, the first platform in the world to offer influencers in a more efficient way, making this format viable and optimizing the budget of brands. Stick creator record 2 to 5 minutes of content so that a doll of yours can be created. This will greatly facilitate the delivery of advertisements, as it will be possible to produce videos in a more practical and faster way and content more “on the fly”. We intend to use this technology to optimize influencers’ time when the deadline is short and when the brand wants the content to reoccur”, explained Ftima.
The ‘Upfront’, which will be annual, also brought other pillars in which Mynd already operates and is strong, and which promise to move the market this year, such as Diversity, present in all the company’s projects since its creation, which embrace aspects of gender, race and regionality; Events, such as So Joo da Thay, Sambadela, Secret Party, WME, Festival do Orgulho, Prémio Potências, among others, which are moments of great reverberation and generate the biggest conversations on digital; and the Licensing and Collabs area, which grows year after year.
* Cover photo: Lethicia Galo
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