what haunts the brazilian advertising market

“The ghost of viralization. We live in the era of valuing those who create content, whether produced by creators or by illustrious strangers. We repeatedly have “going viral” content: a little dance, a meme, a joke or even educational content in a snackable format. . The ghost that haunts us is precisely to understand this phenomenon to put brands in these conversations and take advantage of such virality, whenever it makes sense for the story we are telling” Andreia Tavares, Head of Strategy at VMLY&R

“The great specter that scares, not only this Friday the 13th, is the unemployment of millions. A very productive activity is useless if we have so many people without purchasing power. There’s no point in thriving advertising like ours if we don’t have a growing consumer market. And, above all, there is no healthy company in a sick society”, Mario D’Andrea, CSO from D’OM

“In order to be truly disruptive and relevant, it is essential to establish a high level of creative trust, based on data, to really dare. The best way to do this is with individual intelligences, which added and shared, thinking about the best solutions, is when we are truly disruptive and the customer gives us the most valuable asset: their time. It is the same ghost that haunts our market since the earliest times , but it changes the sheet with each new generation: “how to retain consumer attention”, given the current context, when we are inundated with information 24 hours a day”, Ricardo Munhoz, CGBO of Lew’Lara\TBWA

“There are many ghosts from past Christmases, but I think the worst is the lack of the crystal ball. The market is constantly renewing itself and there is always the fear of creating things that will flop next. As much as we can map trends, we never have enough linearity to estimate what comes and when. As well as the end of cookies, which still confuses the industry because, when we adopt a novelty, another is already being announced. In a way we are used to this inconsistency, but it is certainly a ghost that haunts us in all projects – we never know if what we propose today will be valid until the campaign hits the street”, Daniel Kaminitz, CEO of Weach Group

“The ghost of retrogression. Consumers are increasingly looking for more affective connections with brands, they are more demanding and attentive to diversity and human rights issues. Therefore, client and agency must be in tune with society’s transformations in order to , without fears and anxieties, a communication that dialogues with everyone” Ingrid Lagrotta, director of brands & growth business at Agência3

“The specter of veiled or explicit attempts against standard norms, which destabilize the self-regulated environment and move us to a world without rules, to a free-for-all!”, Bob da Costa, president and founding partner of Nova/sb

“Our market is undergoing an unprecedented transformation”. Wow, nothing sounds older than that phrase. It smells like mothballs with velvety notes from the year 2000. So why does this still seem to haunt our market? Why does change just hurt, especially in large structures? Because of learning curves for things that just disappear? (Where’s the Clubhouse? Periscope? Snapchat?). Why does the standard pay format for agencies suffer with every new development? (“That doesn’t make money”). But after countless revolutions – which went from mobile to data, and now we’re going from Metaverse – the truth has never been more Darwinian. Little wonder who adapts. But from the heart, not like the hipster Didi meme. Does changing the name of the agency, creating mandrakes departments and positions with unscolex names still fool anyone? And here’s a tip for those who dare to undertake: be really new born. Because with every new thing that comes out, the game is zero for everyone. In the unknown, the chances are the same and those who put more faces, willingly and boldly, do better. Don’t “unformat”, create a format. “Deus me free” be seen as some professionals who were labeled as “old school” after having brilliant careers, simply because they couldn’t read the moment. I prefer, every day, to wake up early and “go back to school”, sitting next to the new generation, full of energy and horny, and embracing the new instead of trembling before it” Renata Antunes, partner and executive creative director of 11:11

“We only have one ghost haunting us: a second semester with political chaos, caused by a breakdown of the democratic order” Daniel Soro, partner and stage director at Piloto

“The worst ghosts for the advertising market, as for so many other sectors, are the ghosts of the pandemic, represented by the worst phases of mobility restriction and social distancing. What advertising does best is to stimulate consumption. With people locked at home, communication options are limited. So once they’re back at events, malls, entertainment venues, it expands a lot more how you can impact them. In this way, it is possible to stimulate local commerce, in addition to the out-of-home sector. Therefore, I believe that this Friday the 13th can serve to bury these ghosts once and for all,” Eduardo Mantegazza, CEO of RZK Digital

“It is difficult to talk about a single ghost, since there are very different realities within the advertising market. However, thinking in a more general way, I believe that the ghost of “transformation” is one that has been frightening for some time, but especially after the pandemic. Transformations are happening so quickly and accelerated by the pandemic that this ghost is more present than ever. Challenges in the form of remote work, business model, customers with new realities, totally different forms of consumption, changes in habits and many others that brought an unstable and high-change scenario. Difficult to follow and adapt to all this with the agility and efficiency that the market demands. Something challenging and at the same time very exciting to navigate new paths and solutions” Marcio Stangalin, CSO of the CL agency