The event took place this Monday (2), at Masp, in São Paulo
Apro, through its international platform FilmBrazil, promoted this Monday (2) Whext 2024, at Masp, in São Paulo. The program included panels, debates and production workshops, in addition to the launch of the ReFrame tool.
Marianna Souza, executive president of Apro, announced the launch of the ReFrame platform, which will bring information about literacy with a guide to good practices on ESG, a carbon footprint calculator for audiovisual productions, as well as an ESG scoring system for producers . “We are going to start generating data based on this very important issue, in addition to bringing clarity to the indicators”, celebrated Marianna.
The panel ‘ReFrame: Sustainable ROI – measuring the impact of ESG campaigns’ was attended by Daniele Bulmini Pires De Godoy, area leader at UN Women; and Luiza Nunes, equity, diversity and inclusion manager, at Unilever; mediated by Marcele Gianmarino, diversity, equity & inclusion manager at Sephora.
The ESG agenda has become increasingly connected to business, becoming an imperative topic in companies. “A recent study by UN Women showed that inclusive practices generate gains in income and sales, not only on brand value, but also on commercial performance. We saw a 3.46% gain in short-term sales compared to campaigns that do not bring inclusion, but this number rises to 16.26% for long-term sales”, explained Daniele Bulmini Pires De Godoy, area leader at UN Women. “The document also provides information on actions to strengthen leadership teams so that they have diversity and equity policies within organizations”, he adds.
The market has also demanded more representation, but the decision-making for change must come from the leaders who run the companies. “The topic of diversity will only become relevant within the company when HR manages to make leaders understand that this is not just an internal issue, but also has an external impact. I also see that a change of mindset is necessary to understand that backgrounds can be varied when contributing to companies”, said Luiza Nunes, equity, diversity and inclusion manager at Unilever.
The panel ‘Expanding creative horizons: the importance of diversity and divergent thinking in the age of AI’ was attended by Bruno da Silva Pedroza, head of interactive at Broders; Fernanda Belfort, director of marketing solutions at Salesforce; and Amanda Graciano, CEO of Trama; mediated by Simone Kliass, co-founder of XRBR.
Artificial intelligence has been with us for a long time, but the launch of ChatGPT revolutionized the world of technology. “People like Bill Gates knew this would happen, but these systems gave bad answers. People who work with technology realized, over the years, that if they added more computational capacity, with more powerful computers, more data, more training time, these systems greatly improved the quality of the response”, said Fernanda Belfort, director of marketing solutions at Salesforce.
With the advancement of technology, advertising and content production have changed dramatically in the last ten years. “Content has become a kind of commodity and generative AI is at the forefront, because it can deliver images, music, tracks or voices and attract attention, even if they are not yet at a level ready to be delivered to production, which I don’t believe which will take a long time to happen. I see that high-end advertising will not be replaced by AI, but some plans, shots or other resources will,” commented Bruno da Silva Pedroza, head of interactives at Broders.
There was also debate about the biases that AIs carry. “The problem with bias is that the models are based on North American or European culture and we are in the South of the world, which has nothing to do with advertising or business models. AI only has access to information from 2024 onwards and she can’t create things beyond that, so having different teams helps to deploy campaigns”, explained Amanda Graciano, CEO of Trama.
The event was sponsored by Spcine, FullCine, Getty Images, FullSeg and supported by At FIVE London Dry Gin, Creme, Café Royal, Extreme Reach, Euphoria Creative, GoAd Media, Guaraná Turismo and Satelite Audio, with the international partnership of D&AD .
