Portuguese association launches ‘future lab’ and podcast to help marketers tackle future challenges and opportunities

The Association of Portuguese Advertisers (APAN) has launched two initiatives to address current and future challenges and opportunities for marketers in Portugal.

APAN recently unveiled “APAN Future Lab” – a communication platform or ‘laboratory’ for insights and reflection on structural issues for Portugal’s ad industry. It is designed to promote the debate of ideas and the sharing of knowledge, experiences and best practices in marketing.

The platform was launched with the first edition of “Conversas APAN” in March, a forum to reflect on major changes in the industry, debate on the future of business and the changes that need to be accelerated to meet the new needs of consumers.

The inaugural session focused on the theme “Where are we going from here?” and invited renowned author, entrepreneur and teacher Seth Godin who reflected on market changes and future trends in marketing. This was followed by a panel discussion with national business leaders from Unilever, McDonald’s, Microsoft, CUF Hospital Group and Nova School of Business and Economics.

APAN has also developed “Announcing the future” – a weekly podcast developed in partnership with Observador, a Portuguese online publisher with a radio station, that invites main actors in Portugal’s marketing landscape to share their views on the most urgent issues for the marketing industry.

APAN aims to help the industry and society interpret the uncertain and demanding times we live in by giving brand and marketing leaders the opportunity to share their ideas, best practices and solutions to better serve consumers and anticipate for the future.

Topics covered include business recovery from Covid, purpose and sustainable marketing, creativity, marketing effectiveness, digital transformation and measurement. New episodes of APAN’s 11-minute podcast go live every Monday and is accessible through Observador’s platform, Spotify, Apple Podcasts and Google Podcasts.

For more information, contact APAN.