Brazil reignites marketing at ENA 2016

On 8 June, the Brazilian Association of Advertisers (ABA) held its annual ENA Conference in São Paulo. The event gathered hundreds of Brazil's brand owners and advertisers for a whole day of lectures and panel discussions that focused on local and international trends in the areas of content, media and innovation.

ABA's President Juliana Nunes, VP Corporate Affairs, Sustainability, HR and Compliance at Brasil Kirin, kicked off the conference with her opening speech and a call to action: "Do not let the current political and economic turmoil in our country distract you from our main focus as brand managers, which is to make our brands grow and thrive. Do not give up projects, do not delay plans. Moments like this are important debuggers, they teach us to be stronger and more creative, to seek different solutions", she said.

This was followed by a panel discussion with members of the ABA Leaders Group where findings of the association's recent study on measuring ROI and the distinction between productive and non-productive media were presented, as well as the 2016 Edelman Trust Barometer on the role of CEOs as transformation agents.

Other talks during the conference focused on content production, working with start-ups, digital transformation, and women in marketing.

WFA CEO Stephan Loerke spoke on the panel "Will we still advertise in 2025?" moderated by João Ciaco, Head of Brand Marketing Communications at FCA Latin America. The WFA CEO spoke about the new relationship between brands and consumers and how this is significantly changing advertising. He advised that advertisers need to have more connections, data, emotion, and innovation.

You can find the full ENA 2016 programme here.

For more information, contact ABA.