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João Branco, from McDonald’s, Bianca Iaconelli, from iFood, and Ane Lopes, from Claro, are some of the executives who spoke about the communication teachings of the top 1 singer on Spotify Global
A success with the public, audience and critics, Anitta has become a worldwide phenomenon. Beating record after record with the hit ‘Envolver’, she reached the number 1 spot on Spotify Global last week, and became the first Brazilian and Latin American artist – with a solo career – to lead the ranking.
In addition to talent, Anitta is one of the artists who best knows how to use marketing tools – and who says that are professionals from the main companies in Brazil. McDonald’s CMO, João Branco, for example, said that the singer does ‘practical marketing’.
“I ended up saying that I, João, learn more about marketing from Anitta than from Philip Kotler. It’s not because I learn little from Kotler, I highly value the teachings of theory, the classics, but it’s because I see her doing something practical, new, different and that has very good results, it teaches me even more”.
Read below what marketing executives said about Anitta:
“I see that her marketing strategy is very interesting: first, by talking directly to the audience she wants. When she wanted to talk to the Brazilian audience, she spoke in a specific way. When she wanted to expand internationally, she clearly does the same thing for other audiences. Another very interesting thing is the dynamism of the conversations, which is an example I always use. She doesn’t prepare to release a great album a year, and does everything to work out perfectly and without taking any risks because it’s her biggest investment of the year. She releases a song almost a week, the last time I saw it it was almost one every 10 days. This teaches me a lot about the importance of being always launching some new argument, something new for our client and, with that, we have more chances to score goals” João Branco, McDonald’s CMO“Claro always looks for spokespersons profiles that have adherence with the public, with the moment of the Brand and the message we need to communicate. For our Prezão, for example, Anitta has been with Claro since 2017, as she is an artist that talks democratically with various audiences, especially with young people, in addition to always looking for innovation, like Claro. Over the years, we have been able to follow Anitta’s evolution as an artist, as a business professional, in representation and from our country to the world, with the focus and dedication she shows in each new movement” Ane Lopes, communications and brand director at Claro“Anitta reverses the common point of view about the public when she shows that many of her steps are not strategic only because of the high consumption power, but also because they are what her consumer needs as an individual. music, using the same channels and peculiar agility, naturalizes and gives capillarity to the speech. This is a marketing perspective that requires a lot of sensitivity from the professionals involved. A very humanized skill” Bianca Iaconelli, communication coordinator at iFood“Anitta is one of the best examples of creativity and marketing positioning that exists today in Brazil. She knows how to use spontaneous media like no one else, she is the vehicle and, at the same time, the message. Anitta has the ability to be in the media all the time. For example, in the pandemic, when games started to burst, Anitta went there and started talking about games too. So where she has an audience that can be won over, she’s there – and she goes really fast. Anitta has a great ability to understand the consumer” Filipe Botton, head of brand and communication at Petlove&Co“Anitta goes beyond an ordinary celebrity with her courage, strategic thinking and a deep knowledge of business, public behavior and what really sells in the markets she has explored so well. These are fundamental skills for her to get where she is today. She knows how to use all social media impeccably, with charisma and a lot of relevance, and this makes her power of influence open doors around the world in an authentic way and close to her fans. She teaches all of us in the market how to position themselves on important issues , in addition to defying the obvious and leaving the conventional. A successful case of a girl who left Honório Gurgel, in Rio de Janeiro, and today is conquering the world with all her determination and working very well with important marketing assets, such as visibility, engagement, reputation and digital presence” Renata Lamarco, marketing director at Bloomin’ Brands, the group that owns the Outback Steakhouse brand in Brazil“Anitta manages today to show how a personality full of authenticity and affirmation can be a powerful tool to bring important messages to countless audience profiles. It deconstructs standards of communication industry planning, which have always been guided by very limiting do’s and don’ts in their forms and discourses. At the same time, it reveals that truth and transparency are essential today in the construction of brand messages” Alexandre Grilo, Communications Manager at The Lycra Company“I believe that the first lesson is not to be afraid to take risks. Just when Anitta decided to launch her international career, she heard many different and negative opinions about the dream, in addition to also running the risk of losing her Brazilian fan base, which conquered after years of hard work. But that only showed how much the singer’s planning, strategy and resistance was, and still is, amazing. The second lesson is the power of partnerships, since in her career history, the main step was the collaborations he made with other artists, where he yielded several international hits with the great names of the musical world.” Thais Luciani, head of marketing and growth at Singu
