In these days when, among them, World Advertising Day is celebrated (December 4th), the auspicious news is the open return (in person) of the Cannes Lions next June.
There is no exaggeration in stating that Cannes Lions has been the biggest festival of advertising communication in the entire planet and of great importance for the growth of business involving the purchase and sale of shares in our best agencies, in addition to contributing decisively to the search the creative rigor in campaigns and isolated pieces of Brazilian advertising communication.
Added to this explosion in the importance of our country in the world advertising scene, in addition to the creativity mentioned above, is the technical approach that Brazilian professionals have lent to online media, today considered by international competitors as one of the best in the world.
The whole rich story of our success is due in large part to the beginning of our participation in the Cannes Lions, initially with just a handful of delegates heading to the festival, which was still held in the 1960s in Cannes’ old palace of events.
Cannes Lions evolved, changed owners and made Brazil see in the event not only awards for pieces or campaigns, but also and mainly to do business with large advertising communication groups participating in the festival.
At the same time, the exchange of information and experiences between advertisers from the most advanced markets in the world with our professionals grew, each year, more and more, increasing our delegation, not only to cheer for their registered works, but also to learn from colleagues from economically stronger markets than Brazil, especially in the advertising communication sector.
We are absolutely certain that in the upcoming Cannes Lions version (June 20-24, 2022), in addition to continuing to learn, because this is part of any activity, when your professionals come into personal contact with colleagues from international markets, we will contribute in the same way so that they can also learn from us, because today, in the advertising activity we practice in our country, we can consider ourselves members of the world’s first division.
We must also take into account that the increase in investments by multinationals in Brazil, many of them in competition with each other, has led to greater care with advertising communication, one of the reasons for their success in their marketing.
In light of this, more is required from those responsible for marketing practices in our market, particularly valuing the creative and strategic quality of Brazilian advertising.
These considerations lead us to hope that not only the entry of our works at Cannes Lions, but mainly the considerable increase in Brazilian advertising at next year’s event, will break all previous records, even taking into account the economic difficulties faced by the Brazil and aggravated by the pandemic that hit us hard, compared to countries of the same economic level as ours.
Although this may even seem unnecessary, given all of the above, it is important for our country to participate in the Cannes Lions, beating its previous records for entries and delegates present at this grandiose event in world advertising communication, for being always satisfactory to walk together quality and quantity.
We allow ourselves to close this PROPMARK Editorial remembering that our country only participated with works in the last two years because the Cannes Lions was not present in 2020 and 2021, for reasons that we all know.
Hence our belief that next year it will “explode” in the number of works and registered delegates, not only from Brazil, but practically from all others who have participated in the Cannes Lions, recognizing in it the real World Cup of communication of the marketing.
Finally, in this quick story told here about the most important festival in the sector across the planet, it is incumbent upon us to remember that at its beginning and for a few consecutive years, it was held a year in Cannes, another in Venice. Our newspaper covered all versions.
Last week, Roberto Duailibi was leaving the hospital after 14 days. As soon as he arrived at his house, he immediately turned to the production of an article that is in the Inspiration column of this issue of PROPMARK. The youthful vigor of this living legend in Brazilian advertising is impressive. He writes about the importance of advertising, which somehow fits all of the above lines about the Cannes Lions.
In this edition, the newspaper brings the Special Best of PROPMARK 2021. In its third consecutive edition, the survey carried out by the Newsroom with 104 C-Level executives in the market, in November, reveals the highlights of communication in 10 categories.
Those with the most votes won: Soko is agency of the year; Santander, best advertiser; Avon won with best campaign; Globo is the vehicle of the year; Eletromedia is the company of OOH; TikTok was recognized among digital platforms; Mercado Livre had the best social media action; Felipe Silva (Ghana agency) was chosen as the best creative; João Branco (VP of McDonald’s), the best marketing professional; and Stink is producer of the year.
Globo surprised the public and the market with its new visual identity, presented together with the traditional year-end film, which addressed the art of reunion accompanied by the classic Um Novo Tempo. In the new on-air look, the colors ‘leak’ the logo and occupy the entire screen, generating interactions and contrasts. Now, the color palette has six in total, and it has become warmer and more versatile.