Brazil: 2017 will be the year for marketing to transform

2016 was a busy year for the Brazilian Association of Advertisers (ABA). Sandra Martinelli, ABA's Executive President, shared some highlights from 2016 and what's on the association's agenda in the year ahead.



In early 2016, Juliana Nunes, VP Corporate Affairs, Sustainability, HR and Compliance at Brasil Kirin, was named President; the first woman to lead the association in its 57-year history. The year was also marked by an increase in the number of professional trainings offered to members, with ABA organising over 15 events with more than 200 speakers.

For 2017, Martinelli said: "This year we will focus on our core concept of 'marketing to transform' by strengthening our activities, expanding our membership, getting a better grasp of the academic environment through our ABAcademy and taking our events to new regional markets, in addition to a better global alignment with WFA's support."

As for the challenges ahead, the limited resources will be the biggest challenge for ABA. Brazil's economic crisis had a huge impact on many sectors. "But we believe this crisis is an important lesson for us and for the Brazilian society as a whole that we have to reinvent ourselves and continue to innovate," she added.

For more information, contact Sandra.