Johnson & Johnson executive takes office this Monday (25) and will stay in office until 2024
Elected on the 5th, Sergio Pompilio takes office this Monday (25th) for a two-year term as president of Conar (National Council for Advertising Self-Regulation). The executive replaces João Faria Netto, who was in charge of the entity since 2018.
Among the challenges of the new mandate, for example, are influencers. Pompilio states that the ‘phenomenon’ brought to the activity “generally young people who did not have structured knowledge of advertising and self-regulation”.
“Given this reality, we created the Advertising Guide for Digital Influencers, with information that allowed influencers, agencies and advertisers to maximize their potential, respecting the recommendations of advertising ethics”, he says.
Challenges
Our biggest challenge is permanent: to keep following the evolution of society’s values, responding to diversity, representativeness, new behaviors and people’s demands – and all this at the speed of today. Only in this way will Conar continue to be relevant, meeting the demands of consumers, exempting public authorities and providing an ethical environment for advertising to continue boosting the economy. The Brazilian Advertising Self-Regulation Code has frequent updates and its reinterpretation is permanent. For this, we count on our Ethics Council, where more than 200 volunteers from all over the country make possible a diverse and multiple environment, always plural and malleable, conducive to capturing the signs of society. This is one of Conar’s secrets, which keeps it current and relevant. I do not believe that this environment can be produced except through self-regulation.
consumers
Thanks to the credibility we have gained with them, we can count on their cooperation in this ongoing challenge. It is consumers, and no one better than them, to monitor advertising and ensure that their complaints reach Conar. In the last five years, between 60% and 70% of the processes opened by Conar were due to complaints from consumers.
plans
It couldn’t be different: we have to keep up with all the innovation in advertising. For this, we are taking a new leap forward in the digitalization of Conar’s processes, which could be processed completely electronically since before the pandemic. It was thanks to this work of my predecessors that Conar was able to continue operating normally during the pandemic, with virtual judgment meetings that even resulted in the possibility of having a greater number of directors present at the meetings. Now we are finalizing a new advance in the digitalization of processes, making their electronic processing simpler.
Experience
I have always worked in advertising companies that target the general public, in which advertising is a decisive input. I think it’s an important vision for the moment.
Influencers
This is a good example of Conar’s action in the face of new challenges. The phenomenon of influencers appeared and grew fast in communication and brought into our activity, generally young people, who did not have structured knowledge of advertising and self-regulation. Faced with this reality – which, by the way, has become quite important for the communication of companies in the dramatic period of the pandemic –, we gathered experts and created the Advertising Guide by Digital Influencers, with information that allowed influencers, agencies and advertisers to maximize its potential, respecting the recommendations of advertising ethics. The results are extraordinary: influencers adhered en masse to the Code, also because they understood that credibility is their greatest asset and this is in the strict interest of agencies and advertisers. And, as we’ve known for a long time, in advertising, ethics are the foundation of credibility.
