Brazil mobilises marketers to transform organisational cultures

The Brazilian Association of Advertisers (ABA) took another step towards its goal of “mobilizing marketing to transform business and society” by launching a ‘Good Practice Guide For Cultural Transformation in Organisations’ in partnership with management consultancy United Minds.

Aiming to address the challenges of creating a consistent brand identity in a more demanding consumer landscape, the guide emphasises the importance of understanding the current work culture, having a fixed goal to work towards, and measuring progress throughout the process.

Nelcina Tropardi, Vice President of Sustainability and Corporate Affairs at Heineken and President of ABA, emphasised: “Talking about transformation seems to be nothing new. But how much are our teams really prepared and adapted to operate in this ecosystem where flexibility is no longer an option but a requirement for survival? We know that there is still room for inspiration and knowledge in this regard and for meaningful reconciliation between brands and consumers”.

This caps off an active 2019 for ABA in purpose-driven activity, having helped to launch Unstereotype Alliance in Brazil in March, producing a report on how to end harassment at promotional events in May, and signing the WFA Buenos Aires Declaration for Progressive Advertising in October.

The guide (in Portuguese) can be downloaded here. For more information, please contact ABA.