An increasingly fine-tuned relationship between agencies, advertisers and vehicles is essential for the strengthening and growth of the market, say professionals
Returning to the face-to-face format of the Media Meeting, the professionals discussed the constant changes in the advertising industry and the need for an increasingly fine-tuned relationship between the agency-advertiser-vehicle tripod to strengthen and grow the communication market.
With a greater number of channels and platforms, this connection between the three pairs can mean better strategies for the insertion of brands in content that speaks to the public of interest. “I strongly believe in an intimacy between the agency, the advertiser and the media. It’s visceral in a winning strategy,” said Hermann Mahnke, General Motors’ Mercosur marketing director.
For professionals like Ricardo Monteiro, CEO of Tunad, and Glaucia Montanha, CEO of Convert and head of digital business at Artplan, a lot has changed in recent times, such as the diversity of consumer behavior, which brings new challenges, but it is important that brands start to leave the commodity place they entered when they focused too much on performance and left brand building in the background.
“There needs to be a concern with this fall of brands, on how to generate proximity and think about how to re-signify traditional media”, said Glaucia. For the executive, it is also necessary to remove the title of “mass vehicle” from TVs, – a name that may suggest that the brand is shooting in all directions, without control -, even because today the market already has an infinity of numbers and to analyze.
According to Alarico Naves, multiplatform commercial superintendent of Grupo Record, this relationship with the agency and advertisers has evolved a lot in recent times at the station. He cites as an example the TikTok partnership in the “A Fazenda” program, a relationship that boosted the platform’s presence in Brazil and became a case.
“We listen to advertisers, their wishes and we shape formats and special deliveries in content to work and advance in projects”, said the executive about the development of strategies that contextualize the products within the broadcaster’s schedule.
The complex universe of data
In this journey of creating more assertive connections, executives were also concerned about handling data and how to generate insights from it. As the number of information continues to increase and it arrives broken, today it is difficult to fully visualize it.
According to Glaucia, this data analysis process is consuming an “absurd number of people”. “A third of professionals trying to connect data, not creating insights. We have to talk about it and raise the discussion. How many people will we need, in a job that is super manual, with broken data?”, he asks. of technology professionals in the market.
“Data lake [repositório de dados] it is a solution, but it has to be interpreted. It’s a combination of artificial intelligence, but it needs people analysis,” said Monteiro, from Tunad.
Future of the media professional
All these changes in the market have raised questions about what the profile and behavior of the new media should be. For Fabio Freitas, chief growth officer at FCB and member of Grupo de Mídia, the biggest challenge is that the market demands increasingly eclectic professionals.
“When he has a challenge, the solutions are multiplied. He is bound to have a much better and wider range of knowledge. I believe in a hybrid market of generalists and long-term strategists and the very surgical performance of professionals who are specialists,” he explained. In his view, the most strategic profile would tend to be with the advertiser, who would hire the agency and its specialist to execute the plan.
According to Marcelo Pacheco, vp ad sales at WarnerMedia, the media “has never been so important”. “Before, there was that cooling of the media career, and now he is a fundamental character within the structures of the vehicles”.
He says that the media began to see what only agencies noticed before: the value that these professionals can deliver on a daily basis, because they have the eyes of those who buy. “If the guy has a background in media, he has a huge competitive advantage”.
Freitas also took advantage of the event to show the new structure of the Media Group, which aims to be more open, plural and count on media professionals from agencies, vehicles and advertisers to expand its reach.
“Part of our mission and the legacy we want to leave comes from sharing the knowledge we have. The more people who participate, the more we will be able to make an impact”, he said, inviting everyone to engage and contribute to the training and mentoring of new media professionals.
Media Encounter Award
At the end of the event, in addition to the tribute to Armando Ferrerini, the winners of the 9th Encontro de Mídias Awards were also revealed. The nominations for the recognition of professionals were selected in 2019 and recently released, after the resumption of activities.
Agency COO/President: Hugo Rodrigues – WMcCann
VP/General Director of Media: Andrea Hirata – Leo Burnett
Media Team:DPZ&T
Account Group Director: Thiago Rodrigues – Betc Havas
VP/Director of Communications Vehicle: Mauricio Kotait – Viacom Brazil
Communication Vehicle Director/Executive: Ari Martire – Viacom Brasil
Best Communication Vehicle Commercial Team: Rede Globo
Marketing and Communication Professional of Communication Vehicle: Eduardo Coutinho – Sony
Advertiser Professional: Igor Puga – Santander
