In the past, great icons of Brazilian advertising used to name their agencies after themselves. They were the ones who paved the way to elevate the country’s publicity to the world podium, where it currently ranks third among the most awarded nations on the planet, as shown in the latest Cannes Lions survey. But that era of impersonation is definitely behind us.
Some agencies still retain the famous names of their founders, such as DPZ (now DPZ&T), Almap (now AlmapBBDO) and Lew’Lara (Lew’Lara\TBWA), which coexist with the alphabet soup of international groups. However, today, the notoriety of an agency is more focused on the work of teams.
Although they still have their creative stars, recognition of good work is collective. After all, we live in the time of collaboration (theme of PROPMARK’s 57th anniversary campaign, check an advertisement created by R,MP in this issue).
Another factor that contributed to the change in the profile of the agencies was the globalization of advertising, a phenomenon that arrived in Brazil with force in the 1990s, with the headquarters abroad imposing a new work culture. The view that teamwork is what sets the tone today is practically unanimous among those interviewed for the special that PROPMARK prepared for the World Day of Creativity, celebrated on April 21st.
Some of the biggest names in the Brazilian advertising market heard by the report talk about the changes in the model of the creative process that have been taking place in recent years. The questioning revolved around the depersonalization of agencies, which ceased to be the image of the owner. Not that it’s good or bad, it just doesn’t make sense for the industry anymore.
However, there is a caveat here. As highlighted by Luiz Fernando Musa, CEO of Ogilvy Brasil, founder and chairman of David, it is worth separating the personification of leaders and the culture of the founder.
“The personification, I understand, is much more about the presence or concentration of a figure who, in his day-to-day work, starts to have or dictate a more authorial, less collaborative and less diverse work in every way. Which, perhaps, was very much the basis of the market in the past. Where individuals overlapped collective work, and there was the figure of the rain maker, the creative person, that person who, in perception, did the work alone. This is really behind us, it no longer fits in the reality of work where different points of view, backgrounds and diversity and the collective add to the work as a whole”.
Musa points out that the founder, like David Ogilvy, considered “the father of advertising”, has a much more inspiring role in the sense of creating culture, serving as inspiration and giving purpose. “Impersonation doesn’t last. Culture, on the other hand, perpetuates and brings meaning to the company. And it inspires, retains, attracts talent and gives soul. The absence of culture simply leads to failure,” he pointed out. To check.
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Carnival off season
Material in this edition shows that the parades that will be held during the Tiradentes holiday will bring messages about reunions after Covid-19. Right at the Anhembi sambadromes in São Paulo and at the Marquês de Sapucaí in Rio de Janeiro, Carnival out of season, however, has the approval of only 17% of São Paulo and 26% of Rio de Janeiro, according to Datafolha.
Publicist Marcello Serpa, now dedicated to art with works already exhibited at apArt Private Gallery in New York, created pieces that mark the return of the Gueri-Gueri Carnival party at Villaggio JK, in SP.
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most influential
Google is the most influential brand in the country for the second year in a row, according to the survey The Most Influential Brands Brasil, by Ipsos. The top 10 in the ranking featured Samsung, 2nd; YouTube, 3rd; Netflix, 4th; and Americanas, 5th, occupying the top five places. And still Amazon, 6th; Mastercard and Facebook, 7th; Nestlé and Natura, 8th; Free Market, 9th; and Microsoft, 10th.
Armando Ferrentini is the publisher of PROPMARK
