Experts discuss ways to improve the market and build a healthier and more sustainable business environment
The economic, technological and market configuration changes over the last few years have transformed the communication industry into a “jungle”, where the various partners in the ecosystem fight for survival.
The analogy served as input for the conversation about the development of best practices in the relationship between agencies and advertisers, mediated by Kelly Dores, editor-in-chief of PROPMARK.
The theme opened the ABA event, held this Tuesday (31), and derives from discussions that brought together more than 80 professionals over the past year to create the entity’s best practices guide, with contributions on how to have a business environment healthier and more sustainable.
“A landmark”, in the opinion of Sheila Vieira, manager of indirect marketing and retail supplies at Grupo Boticário, for whom the material in the context of free negotiation and modern business structures should contribute to a more creative and thriving market.
“We have to leave this opening for exchanges and understandings. May the relationship be established with trust, with models that are attractive to all sides”, says the executive, also president of the ABA Sourcing Committee.
Frank Pflaumer, CMO at Seara and 1st Vice-President of ABA, believes that the conversations touched on essential points for the evolution of the industry, which was lost over time for not discussing the way things were happening. “We opened a frank dialogue that will result in very good practices for agencies, vehicles, advertisers and other platforms”, he said.
The weakening of relationships between peers, believes André Zimmerman, from Oliver Latam, is a reflection of a model that generated a lack of transparency. The stories about the famous Bonus de Veiculação (BV), for example, help to create assumptions, which are often wrong and which, by a domino effect, reach the negotiation table, generating unsustainable models.
In addition, there are practices considered abusive by professionals, such as competitions with dozens of invited agencies and those created only to renegotiate values. “Completely transactional process”, says Marcelo Tripoli, founder and ceo Zmes, compared to the ideal model, which would be the development of a partnership relationship.
According to professionals, the time has come to implement good deeds beyond speech and effectively integrate the entire communication chain in the country, not just the Rio-Paulo axis.
“We have to converge and have the great practices working for everyone”, added Pflaumer, from Seara. For Sheila, from O Boticário, the market needs to “work more on education” to find balance in newsrooms in a market that is constantly changing.
For Tripoli, the change in the market will only be possible from two movements. The first would be for advertisers to push the process forward once a paper “owns” the money; and the second, the creation of “GPTW With”, a species to recognize those who promote a healthy environment in negotiations.
