Brazilian brands look for purpose and transparency

In June, the Brazilian Association of Advertisers (ABA) held its annual ENA Conference in São Paulo.

Ethics and transparency in relationships was the main theme of the meeting. With Brazil undergoing significant political and societal changes, brands are increasingly seeking to evolve their practices and enhance trust and transparency in their relationships with consumers and society.

“The time is more than adequate to discuss how to strengthen trust and transparency in the relationships companies build with society”, said Sérgio Pompilho, ABA 1st Vice President and VP Legal and Corporate Affairs at J & J, during his opening speech.

A panel on “Brands and Purpose: Beyond Marketing” featured Daniele Tranchini, Global CEO at La Fabbrica, Bruna Buás, Marketing Director at Ambev, and Jaime Troiano, President at Troiano Branding, and was moderated by Olga Martinez, CEO at Amelie. "Visionary companies do not compete to be the best in the world, but rather the best for the world. This brings a new definition for business success. That is, making money and making a difference go hand in hand", stressed Tranchini.

Other panels talked about digital ROI and the challenge with behavioural metrics, the rise of consultancies, and the role of TV in the new world of video.

You can find the full ENA 2017 programme here.

For more information, please contact ABA.