With the theme “80+: our history announces the future” the event talked about inclusion and mental health
Sinapro-SP celebrated its 80th anniversary with the theme “80+: our history announces the future” and held an event in São Paulo this Wednesday (30). With 5 lectures throughout the day, the celebration addressed issues that are on the union’s radar, such as mental health at work, diversity and the future of the advertising market.
The ’round table’ on Influence Marketing was mediated by Roberto Tourinho, president of Sinapro-SP, and included the participation of names such as Luiz Lara, president of Cenp, Sérgio Pompilio, president of Conar, Ana Paula Passarelli, director of operations of the Brunch agency and Fabiana Bruno, CEO of Suba and member of the Board of Abap. The panel addressed the role of influencers in contemporary communication, ethics in the use of influence and best practices for brands.
“A lot has evolved, like the hashtag ‘publi’, but today we have come to the conclusion that this is not enough. Today it is very difficult to even define what an influencer is. Everyone can potentially be an influencer, which is why we set out to define what the criteria are.” said the president of Conar, who explained that three points are evaluated: the disclosure of a product, whether there was remuneration – financial or not -, and the identification of advertising, which is mandatory.
Ana Paula took the opportunity to point out that although this new scenario seems challenging, influencer marketing now brings greater flexibility, both financial and niche. She remembers that before, this type of communication was only done “en masse” and was a large investment. “How many advertisers today are able to be advertisers?” she reflected.
Diversity has been Sinapro’s agenda
Another highlight of the day was the panel on diversity, mediated by the union president, the debate brought together Patrícia Alexandre, executive director of Sinapro-SP, Felipe Simi, founder of Soko/Droga5, Fabiano D’Agostinho, COO of ConexCi and Ariel Nobre , executive director of the Observatory of Diversity in Advertising (ODP). The aim of the panel was to deepen the market’s commitment to inclusion, equity and representation, addressing how much this reflects even in the work of agencies and can transform these values into concrete actions.
Patrícia Alexandre, executive director of Sinapro-SP, this type of debate helps to focus so that companies can understand what they have to do on a daily basis. “We realize that many want to have diversity in their daily lives, but don’t know how.”, she said, continuing: “The idea of this chat, in fact, is to bring experiences so that the entire audience can understand and know How do they make this issue a reality, a real behavior of what they want to convey? We need to get out of practice and into reality.”
For Roberto Tourinho, diversity became one of Sinapro’s agendas because society is diverse, that is, the consumer is a diverse consumer. “In this immense continental Brazil, we have, according to the IBGE census, countless people who are black, brown, from different cultures, from different regions of the country, they are indigenous, there are people with disabilities, trans people.” explained the president of Sinapro.
“Diversity within advertising translates, in the form of creativity, the way you think and translate how a campaign is created, how a brand is positioned, how we offer a product, so that every consumer, they receive an idea creative that has been constructed from several perspectives, from several narratives. It is not a political ideology, an idealistic purpose, it is a necessity so that advertising agencies can build campaigns that can talk to all these consumers, who are diverse.” – Roberto Tourinho, president of Sinapro
The event also featured talks by Geraldo Rufino, an entrepreneur who addressed the power of positivity, and Paulo Alvarenga, CEO of Mastersoul, who discussed the importance of having humanized leadership in companies to improve performance.
Nina Campos, former director of the multinational Lowe, took to the stage with her character, a clown, to talk about mental health in her talk “three fundamental dimensions of the human being” highlighting the impact on the work environment and creative strategies.
The celebration was sponsored by Record TV, Range, WeSuperOHH, Mastersoul, Extreme Reach, Biggie Digital, NP Digital Brasil, Adobe, Agência Vergê and House Criativa.
