The event took place this Tuesday (22) and featured a total of 24 speakers
This Tuesday (22), MMA Innovate Brasil 2024 took place in São Paulo, which brought together marketing professionals for lectures with current content, innovative cases and possible trends. Organized by MMA Latam, the event featured a total of 24 speakers.
CMOs are too busy
Greg Stuart, global CEO of MMA, brought reflections on the current marketing scenario and market challenges. “Marketing doesn’t give up on things. If we don’t stop a project, because we’re not evolving, it affects us.”
Furthermore, the executive highlighted a fact that he has observed: most CMOs say they are very busy. “Knowledge is meaningless if you don’t apply it. Is it time for CMOs to ‘wake up’ or are you too busy to improve? We can’t be too busy to drastically improve marketing. Everyone should own the change to have an opportunity to creating a legacy for your business”, said Stuart.
Case Disney e Burger King
Collaborations with brands in the food sector, especially fast food, are normally only designed as gifts as they are aimed at children and are seasonal. Disney’s partnership through Marvel with Burger King brought something new, as a new sandwich was created for the release of the film “Deadpool & Wolverine”.
“This franchise, specifically, has the power to transcend audiences, since we talk to children, as well as an older audience. And those who like Deadpool don’t necessarily like Wolverine and vice versa. I believe that the most The fun thing that happened was how to license something that could be big and have scale”, explained Igor Puga, VP of marketing at Zamp.
The action also had larger interactions such as store wrapping, packaging construction, in addition to the combo itself. When purchasing the combo, the attendants also asked if the customer preferred Wolverine or Deadpool. “This was not just entertainment information to engage, because for us it is very relevant to know the profile of the people who were going to the store, what the trigger was, what relationship they had so that we could understand when there would be more adherence” , highlighted Puga.
Projects like this demonstrate a little about Disney’s strategy. “The entire volume of production content and the strength we had in the power of Disney brands show that it is easy to move around and understand what makes sense, for which moment and which audience. We look at all the points of contact we can have and create more opportunities. In the end, we summarize our strength from storytelling to storydoing to storyselling”, said Giselle Ghinsberg, director of ad sales and partnership at The Walt Disney Company.
Marketing e as favelas
The favela economy has become increasingly attractive, but there are still adjustments to be made when moving towards this specific audience. “We have a challenge, because there is still a great deal of conservatism when companies or marketing departments are going to make a decision. Even with all the conversations about innovation, the decision always tends to be conservative”, stated Reginaldo Lima, co-founder of Invest Favela.
Today, around 16 million people live in favelas, of which 70% are black, according to research. “When we look at the demographics in large advertising agencies, for example, only 17% of management positions are held by black people, according to research by Kairós. How are we going to do something new if we always have the same minds thinking about the same issues? To do something new, we need to maintain those that already exist, but also bring in new people”, explained Liliane Rocha, founder and CEO of Gestão Kairós.
