Brazilians launch new strategy and identity under new president

The Brazilian Association of Advertisers (ABA) recently launched its new identity, along with a new strategy for the association in the coming years.

The new identity expands ABA’s vision of “marketing to transform”. With its new purpose "Marketing to Transform Business and Society", the association launched an institutional campaign called “ABA, with you we make a difference” on 1 September based on the ABA 2020 project created to define the future direction of the association.



As part of this seven-month project, ABA asked its members and main stakeholders to share their expectations and challenges. Through surveys, meetings, calls and online, the association was able to develop ABA’s new strategy and plans of action to “mobilise marketing to transform business and society”.

"Our efforts, from this moment on, will be aimed at achieving our new purpose by mobilising the industry to promote an open and responsible business environment; building on an agenda that will align all industry stakeholders; promoting global best practices in marketing, regulatory and talent development; and paving the way for effective marketing communications in a collective way," said Sandra Martinelli, ABA's Executive President.

ABA has also revamped its website and social media presence, aligning them with its new purpose.

The launch takes place as ABA welcomes a new president, João Branco, Marketing Director at McDonald’s Brasil, following Juliana Nunes’ departure from Brasil Kirin. João has 18 years of experience working for several big companies, having held positions at Procter & Gamble, Ferrero and Novartis before joining McDonald’s in 2014.

For more information, please contact ABA.