The event took place on Tuesday night (16), in São Paulo, and brought together several names from the country’s advertising market
Last Tuesday night (16) was a celebration for the Brazilian Association of Advertisers (ABA), which brought together dozens of market leaders and executives to celebrate its 65 years of operation.
The event took place at the Pernod Ricard office, located in Vila Olímpia, in São Paulo, and was marked by the inauguration of the new management from 2024/2026, the launch of the book “Marketing & communication to inspire and transform” and the presentation of the new campaign institutional structure of the association.
“For 65 years, ABA has consolidated itself as the only entity in Brazil that integrates, connects and represents national and global advertisers, being a reference of trust and credibility for other segments and markets”, stated Sandra Martinelli, CEO of ABA.
Management 2026/2026
The new ABA management will be led, for the fourth time, by Nelcina Tropardi, president of the entity and general director of legal, RelGov, ESG and compliance at Dasa. The executive will count on Alvaro Garcia, CMO of Mondelez, as her vice president.
“In the current dynamic scenario, leading the marketing function requires more than an innovative and creative vision. It requires a strategic approach that drives sustainable business growth and generates a positive impact for the community, with commitment to urgent agendas such as diversity, equity, inclusion and combating the climate emergency, in addition to having a holistic view of data, statistics and a close look at ethical and regulatory issues”, celebrated Nelcina.
The event was also attended by Sergio Pompilio, vice president of Government Affairs & Policy LATAM at Johnson & Johnson, who was re-elected as President of the ABA Superior Council. From the pulpit, the executive thanked those present and highlighted the association’s work over the 65 years of its existence.
According to Pompilio, ABA has established itself as an epicenter for marketing professionals, providing an environment of connection that transcends borders and serves as a space for the alignment of ideas and strategies from different points of view.
“Recently, we have gone through many challenges such as the pandemic, digital transformation, new LGPD, end of cookies, influencer marketing and the rise of social networks and the use of generative artificial intelligence. Marketers have never needed information more than now and it has been a constant learning process for all of us”, highlighted the executive.
Pompilio concluded his speech by stating that the ABA defends self-regulation as a commitment for advertisers, advertising agencies and media outlets to adopt practices that respect ethical, legal and social principles as a way of promoting transparency and trust in their advertising messages and placements.
“The future passes through here”
During the event, Sandra presented the campaign that celebrates ABA’s anniversary, signed by iD\TBWA.
In the commemorative logo, the association bears the signature “The future passes through here” which, according to the CEO, reinforces a journey marked by “innovation, leadership, protagonism and influence”.
“iD\TBWA worked on this slogan that was created by Lew’Lara, led by Marcia Esteves, in 2020. We continued with it because we could not imagine another slogan. It summarizes ABA’s mission of bringing agendas to the present that need to be debated and worked on to design a better future”, said Sandra.
‘Marketing & communication to inspire and transform’
To close the event’s program, ABA presented its new book, “Marketing & communication to inspire and transform”, which emerged as a way of valuing the roles of leaders who are working side by side with the association.
Overall, the publication has 31 articles from leaders that address trends, challenges and best practices, which are guiding marketing and communication and redefining the path of brands, with purpose, ethics and responsibility.
