A study by the association in partnership with FGV shows nominal growth of 1.5% compared to 2023.
The total value of budgets allocated to the corporate communication activities of companies in Brazil should reach R$36 billion in 2024, according to the study carried out by the Brazilian Association of Business Communication (Associação Brasileira de Comunicação Empresarial) (Aberdeen) in partnership with the School of Communication, Media and Information of Fundação Getúlio Vargas (FGV Rio Communication). The number represents a nominal growth of 1.5% compared to investments in 2023, which totaled R$35.5 billion.
The study “Business Communication Budget in Brazil” is carried out annually by Aberje and, this year, it was carried out in partnership with FGV Comunicação Rio and support from Valor Pro. 102 companies participated in the study, the results of which were presented during the Warm Up of the Aberje Trends, which took place on May 28th, at the FGV auditorium, in Rio de Janeiro.
The study was presented by Leonardo Müller, chief economist at the Center for Economic Studies and Analysis Applied to Communication at Aberje and professor in the postgraduate program in economics at the Federal University of ABC. During the event, communication professionals participated in two conversations about communication trends and ESG.
“The objective of the study is to offer guidelines for the manager communicator, both regarding the size of the sector as a whole, with the total budget estimate, and the average budget trends by revenue level”, said Müller.
The communication budget for 2024 is estimated based on the growth or reduction expected by the companies participating in the research in relation to the area’s budget for 2023. The analysis also divided the average budget by companies’ annual gross revenue range. For companies whose revenue is greater than R$50 billion, the estimated budget trend for the communication area is in the order of R$49.4 million. For those whose revenue is less than R$300 million, the estimated budget for this year is R$320.1 thousand.
For Aberje’s executive director, Hamilton dos Santos, the budget forecast shows an increase in the relevance that companies are seeing in corporate communication.
“Year by year, companies’ investment in the communications department has been growing. This shows that organizations are increasingly recognizing the need to invest in corporate communication as a strategy to stand out in the market and appear more competitive and relevant”, says Hamilton.
The research will be presented again during the 8th edition of Aberje Trends, whose theme is: ‘Transitions: contexts, technologies and skills that will further transform Business Communication’. The event takes place on June 25th, at Teatro Bravos, in São Paulo and aims to focus on the era of social, cultural, energetic and demographic transition that the world is experiencing, a challenging moment for Corporate Communication, whose role is to establish bridges between brands and people.
The opening of the event features a speech by Caliber’s CEO, Shahar Silbershatz, who will give the opening speech, speaking about trends in reputation management in times of social, political and technological change. Afterwards, Rafael Sbarai, head of product at Globo’s Cartola Express, will mediate a chat between CEOs of large corporations to talk about “Impact Communication in the Era of Transformation”.
The chat will feature the participation of Ana Sanches, CEO of Anglo American in Brazil, Claudia Muchaluat, President of Intel Brasil, Silvia Penna, CEO from Uber Brasil and Jerome Cadier, CEO of Latam Brazil.
Registration can be done directly via site da Aberje, both for members and non-members. The second batch closed on May 31st and the third and final batch will run until June 21st.
*Cape photo by Carlos Muza
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