Globo was elected by the market, through a survey proposed by PROPMARK, in November, as the Best Communication Vehicle of 2021. For Manzar Feres, the company’s integrated advertising business director, this recognition, “even more coming from the market itself” , brought enormous joy and satisfaction. “Being chosen as the Best Communication Vehicle of 2021 is the result of the work of a large team, guided by the constant search for a better solution for our customers, the innovation of our offers and the relevance of the content we deliver to the public and to our partners”, he highlights.
She believes that this recognition is a combination of factors such as, for example, the accelerated transformation journey that is “bringing good results”. “We are a more efficient, more agile, less hierarchical company”, he assesses. According to her, the organization of channels and platforms under the same umbrella and the push for business based on the digital environment presented the market with a new Globo, “capable of talking to the public en masse, on open TV, by niche, on TV by subscription, and in a segmented way, in digital”.
“It’s a complete ecosystem, capable of generating conversion at all stages of the funnel. This reinforces the company’s relevance”.
For Manzar, the strategy to remain a leader lies in the strength of the convergence of platforms and in the reach of the content, which “generates identification with the public everywhere, anytime, all day long”. “In our transformation journey, we defined three pillars, which are the core of our business: content, data and technology. It is through these pillars that we intend to continue creating the best experiences, bringing relevant content to the public and delivering innovative solutions to our commercial partners”. She says that Globo’s relevance also places them in a place of great responsibility in relation to other important issues that society has been discussing.
“For this reason, we will also remain attentive to the diversity and inclusion agendas, in addition to putting efforts into important issues that guide the ESG agenda”, he says.
The executive also comments on the great transformation that Globo has implemented in recent times. For her, it is important, first, to understand what “this transformation is”. According to her words, many people believe that it is just a process of reorganization, of merger, where this new Globo was born.
“This process, which put our data-based structure under one umbrella, ended in the first half. We reorganized the business, directed resources to boost digital and enabled these fronts to continue growing vigorously”, he explains, adding: “But we are continuing our digital transformation process and this is a living process, as it is in all companies of the world. We will continue to pay attention to industry and market movements”.
She also talks about the pandemic and how much it impacted the company. Manzar remembers that everyone felt this impact. According to her, when the pandemic began, the country was already in a period of economic slowdown. And that created a crisis in the advertising market.
“In our case, we were undergoing a full reorganization. And the merger, if on the one hand strengthened us as a company for a series of implementations that we had during this period, it also required us to continue investing and generating results. But we have shown that we are solid enough to go through this moment and, now, that we have resumed our unprecedented productions and increased revenue, we are starting to revert positive results”.
She comments that, according to information recently released by the financial area, there is a gradual recovery in advertising revenue. “In this third quarter we registered a record in net revenue, when compared to the last four years. It is a result that already shows the resumption of unpublished productions, the recovery of advertising revenue and a great growth also for Globoplay”, he reveals.
Even with signs of recovery, she assesses that 2022 will be a challenging year for the economy, which will require caution. “But we will have important milestones for the development of the industry and, consequently, of experiences for the public and solutions for the market.” Manzar says that the idea is to continue investing in adtech solutions and in the expansion of segmented advertising with the expansion of connectivity.
