ABA returns to Cenp in favor of improvements and free advertising
The commercial calendar guides much of the brands’ communication strategy. The month of April brings Easter, which in 2023 highlighted the phenomenon of artisanal production. The diversification of purchasing channels was another point analyzed by experts, reflecting the financial problems faced by Americanas, which represents 15% of chocolate egg sales.
in Brazil, said Lucas Brite Farias, senior account executive
by divided Worldpanel by Kantar.
Like Americanas, Grupo Petrpolis, an advertiser with a budget of approximately R$350 million in marketing per year, also requested judicial recovery due to debts. From the testimony of leaders from Record, Bandeirantes, Globo, Estado, SBT, TV Cultura, UOL, Exame, Folha de S.Paulo and Antena 1, the investment in multiplatform strategies was evident, a challenge highlighted in the Vehicle Professionals Special. One of the fronts of action is journalism, a reporting topic that addressed the adverse panorama caused by fake news.
The buzz surrounding the return of the Brazilian Association of Advertisers (ABA) to the Advertising Market Self-Regulation Forum (Cenp), after an absence of almost two years, gained prominence. Both joined forces in favor of a better market, commented Luiz Lara, president of Cenp, and free advertising, added Sandra Martinelli, CEO of ABA and member of the executive committee of the World Federation of Advertisers (WFA).
Amid the changes brought about by digital, the government decided to fine platforms that refused to remove violent profiles. The infraction would cost R$12 million, and could even suspend activities if the network refused to remove pages that encouraged harmful content. The measure was announced after the murder of a teacher by a student in a classroom in São Paulo and the death of four children by a man who broke into a daycare center in Blumenau (SC).
May celebrates 58 years
The month of May celebrates propmark’s birthday. On the 21st, after 58 years of existence and uninterrupted circulation, the longest-running newspaper covering the advertising and marketing industry in Brazil broke down the brand safety work carried out at each end of the communication ecosystem, and announced a new graphic project.
Among the main events of the month is the first Web Summit in Brazil, held in Rio de Janeiro with more than 21 thousand participants and 974 startups. The D&AD Awards 2023 took place in London, between the 8th and 10th, with sessions and lectures dominated by debates on artificial intelligence. The winners were revealed on the 24th and 25th, after a record number of entries and a total of 45 pieces from Brazil on the shortlist.
The most awarded Brazilians were David, Africa Creative, GUT, VMLY&R and AKQA. Jo Jackson, the first woman to hold the position of CEO in the 61-year history of the British advertising and design association D&AD, which organizes the award, graced the pages of the Interview section, and spoke about the sector’s responsibility in promoting diversity and inclusion. Also in May, propmark began profiling the Brazilian jurors of Cannes Lions, held between June 19th and 23rd in France. In total, there were 27 professionals.
June opens lion hunting
For 70 years, the Cannes Lions International Festival of Creativity has been held, the most important global award in the communications industry. Brazil submitted 2,037 works this year, an increase of 5.5% compared to the 1,930 works submitted last year. He returned home with 92 Lees, the best performance in recent years.
The country remained the third with the most registrations for the festival, behind the United States (7,303) and the United Kingdom (2,201). In the overall result for the year, there were 26,992 registrations from 86 countries, an increase of 6% compared to 2022, when the event totaled 25,464 registrations from 87 nationalities. From the 400 speakers who filled the auditoriums to the awards stage, the topics analyzed the potential of businesses activated by creativity, now boosted by generative artificial intelligence, in addition to habits transformed by social agendas. Articles related to Brazilian participation in the festival highlighted the country’s growing participation in projects awarded worldwide awards.
The 71st edition of the festival will be held between June 17th and 21st, 2024 and registrations can be made from January 18th, including works in Luxury & Lifestyle Lions. The new category was announced by CEO Simon Cook on October 9, at an event held in So Paulo, by the State, the festival’s representative in Brazil. The Mobile Lions area will be extinguished.
This time, members of non-profit organizations and charities will be able to sign up for the free pass program starting this December. An amount of 1 million will be made available to fund the initiative. The Start-up pass, an entry method aimed at small companies, and the Connector pass, specifically for professionals interested in expanding networking, will also be offered.
Read the full report in the printed edition of December 18th.
