Right name, right time and right place. The Cenp (Standard Rules Executive Board) chose as its new president a professional with the stature of Luiz Lara, whose brand is to effectively defend the advertising business.
Its motto is that advertising is the industry that moves other industries. This gear, however, has many arms to move it. Brazilian advertising has already proven that it really moves the industrial trade. It is an oasis in this country that insists on remaining a commodity supplier. The global recognition of native advertising is notorious. And she occupies a leading place in the creative economy, always alongside leaders such as the United States, England, Germany and France.
Of course, Lara has a deep knowledge of the model created by leaders such as Caio Aurélio Domingues, Geraldo Alonso, Petronio Correa, Roberto Duailibi, Mauro Salles, Luiz Celso Piratininga Figueiredo, Celso Japiassú and so many names that inspired an entire generation. Including Lara himself, one of the main entrepreneurs in the business over the last 30 years with his Lew’LaraTBWA. In 1989, he founded his first advertising agency, DLS, in partnership with João Doria and Stalimir Vieira, which became known for promoting Aruba as a tourist destination. Who doesn’t know Aruba these days?
Seeking transformation, therefore, does not mean discarding/denying the structured framework in a time that was necessary to support advertising agencies, their professionals and the market. So much so that the Brazilian advertising model, which includes media, creation, planning, service and other disciplines incorporated by the digital, is watched with attention by the large networks.
By the way, this model is really a champion. Nothing against agencies specializing in media buying, better known as bureaus, which have also changed a lot since they were created. But the groups that execute the advertisers’ strategies have a more organic fluidity when they share the same strategic table, with multidisciplinary teams.
Elected in 2009 to preside over Abap (Brazilian Association of Advertising Agencies), he continued the solid work of Dalton Pastore. His brand was to elevate advertising to unquestionable levels, above all due to the posture of dialogue that he now wants to take to Cenp. At Abap, Lara held the 5th Brazilian Congress on Communication and proved the strength of this industry, which generates more than 500 thousand jobs, added to all the chains that involve it.
The 5th Congress, as well as the 4th, was an example of the union of the sector. The big attraction was Archbishop Desmond Tutu, from the Anglican Church of South Africa, to reinforce the much-needed theme of freedom of expression right at the opening of the event. Lara had the help of Pastore in the organization, after all, he had accumulated experience ahead of the 4th edition. A parliamentary front, with more than 250 deputies, was organized to study the agendas that advertising needs to maintain itself as an element that contributes to the country’s growth.
The Lara effect will be productive for the triad formed by agencies, advertisers and media. Discourses should advocate in favor of common sense and not sectorial interests that, at some point, will cause pain to some agent. The beauty of this market is the result of this tripartite union. Business is only good when everyone involved wins.
The first advertising code of ethics, launched in 1957, had these three actors as protagonists. The consolidation of Law 4,680 in 1965 is also the result of sharing ideas for building a segment that is more agile, productive and good for all sides.
The aggregating power, which is natural to Lara, will bring consensus, which does no harm to anyone. In the interview she gave in this edition of PROPMARK, Lara praises the ABA (Brazilian Association of Advertisers) manifesto in favor of good practices launched in early December. It is a gesture for the entity that represents more than 200 advertisers to return to Cenp, of which it is one of the founders, but left it recently for disagreeing on points it did not agree with.
Disagreements will always exist. The contradictory are part of history and without them there is no grace. Trading is the lifeblood of the business. As is the essence of advertising. Advertisers are aware of the importance of agencies in their communication and reputation building processes. And in this digital age, it’s never been more necessary to join forces to make the wheel turn.
The new management of Cenp brings new encouragement so that representativeness has the mark of dialogue and transparency is the metric for it to be effective. Lara claims that there are no sensitive topics such as BVs and bureaus. Sensitive topics need reflection and shared interests. That simple!
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RETROSPECTIVE 2021
This week’s Special presents a retrospective of the main events of the year in communication. Brazil lived through terrible moments in the first months of the year now ending, with deaths by Covid soaring dramatically. However, the success of the vaccination made the numbers fall in the second half. Media campaigns, such as Vacina Sim, were essential to make the population aware of the importance of protecting themselves from the disease. Theme also dominated the Cannes Lions.
In the retrospective on the PROPMARK website, the most read notes show that themes such as diversity, representation, humor and controversies dominated the communication market.
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PRINT
The Power of Print 2021 event will be held online this Wednesday (15th) and has the theme The place of print media in a digitized world. Held by Two Sides and ESPM, with media support from PROPMARK, the meeting will bring together names such as Paulo Pessoa, commercial executive director of Estadão, and Fabio Meneghati, CEO of Greenz.
