Advertising entered a cycle marked by the use of data and AI
The Recycling series takes shape in October and begins to unravel the initiatives of brands from the most diverse sectors regarding reverse logistics, recycling, reuse of materials, waste separation and selective collection. Electronics, cellulose and media companies were some of the segments that presented their operating models in favor of a more sustainable world and truly committed to stopping the worsening of climate change.
On screen, actor Sylvester Stallone and Marcos Mion acted together in a film that presented the concept For you to get there, chosen as Campaign of the Year in propmark’s Best of the Year selection. The new subscription was created by Galeria for the Ita Uniclass brand, a premium segment aimed at Ita Unibanco’s middle-income customers.
The Gallery was at the center of a controversy involving, this time, Bauducco. The agency announced the winning of the brand’s account on October 16. The following day, he launched a campaign with the song Magia Amarela, which provoked questions on social media due to its similarity to AmarElo, by Emicida.
Producer Evandro Fiti, CEO of Lab Fantasma and brother of the singer, explained at the time that this song is part of a strategy to reposition a brand that negotiated with us, but we didn’t reach an agreement.
Galeria and Bauducco argued in a statement that the objective of the campaign was to celebrate yellow, the iconic and characteristic of the visual identity, present in the brand’s packaging and communications for more than 30 years. They also argued that the typography was the same as that already used by the brand. Galeria said that Emicida was considered, but did not confirm the attempt to hire him. Given the imbroglio, the action was cancelled.
Electrifying November
Tracking promising files in segments with the potential to increase the business volume of Brazilian agencies is one of the highlights of the report’s coverage. One of them is the energy sector, which is expected to invest more than R$2 billion in marketing in 2024 to present companies and differentiate products and solutions using renewable sources.
The race for the electrification of brands will begin with the opening of the free energy market for small and medium-sized businesses, in a preparation to include the end consumer in the coming years, who will have the chance to choose their energy distributor without being tied to companies concession holders, often with services below expectations.
Project created with the Brazilian Association of Advertisers (ABA) and propmark presented the ten outstanding CMOs of the year. An innovative, disruptive and creative outlook are among the criteria for choosing leaders who support business growth, strengthening diversity, equity and inclusion agendas and environmental protection. They were: Alvaro Garcia (Mondelez);
Cecilia Bottai Mondino (Heineken); Eduardo Tracanella (Ita); Ionah Kochen (Nestl); Marcio Carvalho (Claro); Natlia Passarinho (P&G); Poliana Sousa (Unilever); Renata Gomide (Grupo Boticrio); Renata Vieira (Reckitt); and Thais Nicolau (Mercado Livre).
News came from the media that Record TV would once again be called Record. New visual identity, typography and slogan arrived to celebrate the brand’s 70th anniversary, celebrated on September 27th. Subtle, the change to the logo occurred at the edges of the design, in addition to changes in textures, tones and interior, which resemble a play key ready to start a new phase, explained a report shown in Jornal da Record.
Record News also renewed its logo, which once again accompanied the word news. According to the broadcaster, the restyling of the piece, a circle surrounded by fins, makes for a quick-recognizable sign, easily inserted into consumers’ memories. The new design is an update to the project launched last year, when the news channel completed 15 years.
Material collected for World Advertising Day, a date celebrated on December 4th, shows that the advertising market has entered a cycle marked by the use of data and AI. The activity follows technological advances with the forecast of earning more than US$ 1 trillion in 2024, according to a projection by the international marketing intelligence service Warc. Multichannel, assertiveness, experience and relevance are among the keywords to connect brands to people.
But the main asset continues to be creativity, celebrated at the 26th edition of the Festival El Ojo de Iberoamrica, held in Buenos Aires, Argentina, between the 14th and 16th of November. Brazil won 107 awards. Africa Creative was the most awarded Brazilian company – as in 2022 -, with 48 awards. It was also chosen as Agency of the Year, and Sergio Gordilho, partner, co-president and CCO of the agency, received recognition as Best Creative of the Year.
Here, propmark’s Best of the Year begins to profile the tribute nominees in ten categories. Carried out between the 8th and 22nd of November, the survey totaled 23,417 thousand open votes on the website propmark.com.br.
December brings Best
Propmark’s Best of the Year announces the winners: Africa Creative (agency), Ita (advertiser), Hands (live marketing agency), Eletromidia (OOH company), Instagram (digital platform), Globo (communication vehicle), Pra you will get there/Marcos Mion and Sylvester Stallone (Campaign), Laura Esteves (creative professional), Leonardo Queiroz (marketing professional) and Sergio Gordilho (agency leadership).
PPA, from Rede Globo, also revealed its winners. Geraes, from AlmapBBDO to Volkswagen (more than 30 seconds); April Fools’ Day, from David for PetLove (30 seconds); Neuza, from Publicis Leon for Haleon Brasil (15 seconds); Mqui te pega, from Galeria for McDonalds (campaign of the year); Natura and all the flowers, from the Gallery to Natura (content actions); Playing with Intimus, from FCB Brasil to Kimberly-Clark (integrated); and Recife clean, from Ampla to the city of Recife (social value), are some of the winners. The regional winners were also announced.
The year ends with Ita’s centenary, the date only in 2024, but the bank has already opened the calendar of celebrations by launching rebranding and the Made for the Future concept. The new identity puts a dot on the i, absent in the brand’s history, and the color orange gained prominence. The campaign features Madonna, Ronaldo Fenmeno and Jorge Ben Jor, as well as promotions, internal marketing and sponsorships. Pentagram, NIdeias, by Nizan Guanaes, and the agencies Galeria and Africa Creative participate in the design of the project.
Read the full report in the print edition of December 18th
