The event took place this Thursday (21), in São Paulo
Lide promoted a seminar on the communications sector this Thursday (21), in São Paulo, with the theme ‘The new era of advertising and marketing in Brazil’. The event had two panels: ‘Female leadership in communication and marketing in Brazil’ and ‘Influence on social networks: which are good and which are bad?’.
The first panel was attended by Judith Brito, president of Grupo Folha; Karina Ribeiro, CEO of VML Brasil; Gabriela Borges, president of Publicis Brasil; Marcia Esteves, CEO of Lew’Lara\TBWA and president of the Association of Communication and Advertising Companies (ABAP); Beatriz Bottesi, head of marketing at Meta; and Verônica Gordilho, co-CCO of Africa Creative with mediation by Marcos Quintela, chairman of VML Brasil and head of Lide Comunicação.
The exhibitors brought reflections on female leadership in the communication market, about being a woman in the field of communication and the relationship between private life and the demands of work. In addition, the executives also discussed how women are still a minority in leadership positions in the advertising sector. “I fight every day so that my daughter, in fact, gets this more balanced ‘equation’ and that she doesn’t have to go up on a stage to talk about salary inequality and that she doesn’t have to worry about which speech will be given in a meeting room, because someone is sexist”, said Gabriela Borges, president of Publicis Brasil.
Furthermore, the executives also discussed how women can add qualities to the communications market that are often aimed at women, but are necessary for everyone. “In 2024, leading means being authentic, adaptable to the needs of the industry, our team, the challenges, and, for us women, I believe this means embracing our natural qualities, values, behaviors and skills that we have developed our entire lives” , said Karina Ribeiro, CEO of VML Brasil.
Another point discussed was the evolution of the debate on female leadership, which, years ago, did not exist. In addition to highlighting the importance of affirmative actions in companies, including other categories such as age and race.
The second panel was attended by Flávio Santos, CEO of MField; Mônica Salgado, journalist, businesswoman and digital influencer; Rafael Coca, founder and CSO of Spark; and Marcio Oliveira, CEO of R/GA in Brazil; with mediation by Marcos Quintela, chairman of VML Brasil and head of Lide Comunicação; and Carlos Marques, head of Lide Conteúdo.
The exhibitors addressed the influence market and how influencers have become vehicles and part of the brands they represent on social media. With an increasingly stronger industry, advertising no longer adapts content to digital, but sees it as part of the strategy and, often, actions are initiated with influencers. “Influence is a consequence, because no one opens a channel thinking about influencing everyone. Influence already existed before social networks, influence is word of mouth, it’s talking to your neighbor. The content creator is the person who understood the power of social networks”, explained Rafael Coca, founder and CSO of Spark.
The experts also reflected on the hyperdigitization of Brazilians and how, despite some problems, the Brazilian influence market is ahead of other countries and increasingly demands the professionalization and regulation of the sector. “Influencer marketing is not ‘feeling’, but it is very data-based. When we talk about professionalization, it’s about understanding so that all aspects can work well in content production, which is a keyword, because I believe that good content can be told by any influencer, but a good influencer may not tell any story”, highlighted Flávio Santos, CEO of MField.
