Luiz Lara has just been elected chairman of the board of Cenp (Executive Council of Standard Norms). The advertiser, who previously chaired the Abap (Brazilian Advertising Association), arrives after the departure of Caio Barsotti from the executive chairmanship of Cenp, which is adopting a new governance model and extinguished the position of executive chairman.
“I accepted the challenge because I deeply believe that, with the collective will of this market and all its players – agencies, advertisers, vehicles and the new digital links – we can create together a more democratic and inclusive governance. This new Cenp must continue to strive for ethics and transparency and be the most important forum in the market, seeking in self-regulation the harmonization of commercial interests and best practices. We must always consider the capillarity of the Brazilian advertising market, valuing the strength of regional agents and local ecosystems, in addition to facing the challenges of multiplatform and hyperconnected communication”.
Lara, who has a distinguished trajectory in the communication market, has a deep knowledge of the universe of entities in the sector. He was president of Abap, between 2009 and 2012, in addition to vice president for seven years. He continues as VP of Conar and is a member of the General Assembly of ESPM. He has been close to Cenp since the foundation of the entity, having been its 1st VP for six years.
Lara was also responsible for organizing the 4th and 5th Congresses of the Communication Industry and founded one of the largest agencies in the country, Lew’LaraTBWA. He also won several awards throughout his career, including Columnists and Effie. He is currently chairman of the TBWA Group in Brazil and a partner at To Be Good, working in advocacy and communication. THE