The departure of Marcio Parizotto from Bradesco, João Branco from McDonald’s and Domenico Massareto from Publicis were also highlighted.
As in all other years, January is synonymous with BBB. And BBB, in turn, means opportunities to generate conversations, buzz, connections with customers. Perfect wave for brands, sponsors or not, to surf. BBB 22 had 11 sponsors, three more than the 2021 edition. Among the brands, there was 99, which sponsored Almoo do Anjo.
And it was 99 herself who was the first to find herself involved in a somewhat embarrassing situation. During lunch, Rodrigo Musi called the company Uber, a competitor of 99. Okay, the brother soon corrected himself, but the internet is not forgiving. The public, and 99 itself, reacted immediately. When you arrive together, take the boy to lunch and he calls you by the name of the other, he wrote. In a similar case, Downy, called by Naiara Azevedo as Dni, joked with the singer: Getting our name wrong, Maiara?.
Avon was also featured in Twitter TTs, when the team of administrators of Jade Picon’s profile made fun of the company. It all started when a Twitter user asked the Jade team to tell which red lipstick the participant was wearing and the response he received from the administrators was it must be that brand. At the time, Avon even changed its name on Twitter to That brand over there.
But if within the BBB universe jokes never ran away from common sense, outside of it, what was seen was the opposite. In February, during an episode of the Flow Podcast, then-member Monark defended the existence of a Nazi party in Brazil. I think you had to have the Nazi party recognized by law, within the [liberdade de] express we want to release everything and if the guy wants to be an anti-Jew I think he had the right to be. The speeches, as it could not be otherwise, generated indignation and repudiation from institutions, politicians and brands. Flash, for example, which was active at the time, canceled the contract.
Monark was disconnected from the team, the episode in question was removed from the air, and Flow went public to apologize and repudiate the lines of the former member of the team. As a result, YouTube stopped monetizing the podcast, which, just over two months after the incident, launched a movement asking the platform to monetize Flow again.
Cannes Lions
2022 also marked the return of Cannes Lions French Riviera, after two years. And Brazil came back from there with 70 Lions, two more than in 2021, however, without any GP. The Brazilian standout was due to Africa, which won two Golds, six Silvers and seven Bronzes. One of the most prominent campaigns in Africa was Jatob Refugiado, created for Articulao dos Povos Indígenas do Brasil. By the way, on one of the days of the festival, Greenpeace protested, outside the Palais, against companies that use fossil fuels. The action, named This is Fine, warned of global warming and, above all, of what they call the complicity of agencies that work with advertisers who use this type of fuel. Also outstanding at Cannes Lions was VMLY&R, which was chosen by the Track Agency of Entertainment.
main movements
Among the market movements this year, three were the most accessed on the PROPMARK website. One of the novelties of 2022 was the departure of Luiz Sanches to BBDO, where he assumed the position of CCO of the chain’s offices for the United States and Canada, starting in April. The professional also started to accumulate the position of CCO for North America with that of partner and chairman of the Brazilian unit, AlmapBBDO. With the move, Filipe Bartholomeu became president of the agency, as well as partner and CEO. Marcio Parizotto left Bradesco’s marketing department, after two decades at the bank. Months later, the financial institution would announce the departure of Publicis. Speaking of Publicis, Domenico Massareto was another name that left the big agency market. CCO since 2016, he stayed at Publicis until July. The departure of João Branco from McDonalds marketing leadership also affected the market in December.
Return of DPZ and DM9
The communication market witnessed, in 2022, the return of two of the most iconic Brazilian agencies – both the most read news in the PROPMARK online editorial. In June, the DM9 returned to the market. The operation was resumed after almost four years as a result of the merger of Sunset, Tracylocke Brasil, and Track, from CRM. Pipo Calazans (CEO), Thomas Tagliaferro (COO) and Icaro Doria (CCO) are the leaders of the agency. A month after this announcement, in July, it was the turn of DPZ&T to return to being DPZ, a brand founded by Roberto Duailibi, Francesc Petit and José Zaragoza, in July 1968. The inclusion of the initials T occurred in 2015, when there was a merger with Taterka. In addition to these two returns, the market also saw the birth of Aldeiah., a startup focused on strategy and innovation. The agency was born from the partnership between Hugo Rodrigues, chairman of WMcCann and Craft Brasil, and the Interpublic Group, precisely to serve the Bradesco brand, previously at Publicis.
Campaigns
Some campaigns were highlighted by the audience on the site. In January, for example, the ALL Accor Live Limitless hotel chain brought together Messi, Neymar, Marquinhos, Di Maria, Hakimi and Ronaldinho Gacho, Paris Saint-Germain stars of today and yesterday, for the campaign Play without limits is the only rule. Amazon, on the other hand, was inspired by the famous Abecedário da Xuxa, a 1988 hit, for a campaign launched in January, which generated buzz on social networks. The video, accompanied by a version of the song, starts with A for Alexa, B for a stool, C for a mattress… and continues to the letter Z with different types of products. Other actions, however, became targets of prejudice in social networks. Made for Volkswagen, an action brought a couple in front of the new Polo, with the following caption: Do you know what evolved along with you? The Pole. Among the comments, it was possible to see from open homophobia to criticism of the company’s marketing.
interviews
This year, PROPMARK began a series of interviews with TV, music and internet personalities. Highlight of August, Kondzilla said that they ended up banalizing the term influencer. Did this person help change someone’s life? At the. So influencer of what? To buy a consumer good? So it’s not influencer, it’s influencer marketing. Another interviewee, Felipe Neto, confessed that he spent two years without closing a partnership with a brand. According to him, the reasons were the most varied. From fear of some agencies due to the number of Bolsonaristas who hate me, to agencies and brands with Bolsonarista members on their boards.
(Credit: Behnam Norouzi on Unsplash)
