In addition to promoting Marketing and Communication strategies, the CMO – or Chief Marketing Officer – must act as a leader who connects technology, people and purpose. One of the ways that professionals find to generate empathy and attract the public’s attention is to simplify the language. This measure aims to overcome the challenge of capturing attention in a world that overflows with excess information.
The change in approach reflects the rise of online advertising in Brazil. Last year, advertising budget for the digital segment totaled R$35 billion. This year, for the first time, the category should account for more than half (50.4%) of the Brazilian advertising market, according to projections by Warc, Ascential’s marketing research and efficiency company.
In this context, executives who are able to capture trends and promote campaigns that respond to the new scenario stand out and form the elite of advertising and marketing in Brazil. In order to recognize this work, the InfoMoney brought together experts to group the The survey, which brings together 51 names, can be checked.
Pix as a campaign ally
It’s no secret that great ideas need to be executed quickly to translate into good results. Zamp – the holding company responsible for Burger King – promoted the restaurant’s Black Friday campaign with an unprecedented approach: revealing the promotion through 140 characters of text available to those who send Pix. The company then transferred R$0.01 to 19 million loyalty club customer accounts.
People were invited to add R$0.24 to the gift and buy two chicken patties. The action reflects the behavior of the population, which has used the banking channel to communicate. According to data from the Central Bank, more than 35 million transactions worth R$0.01 were carried out last year to send messages.
“It was a bold campaign. As we do not have any item on the menu below R$1, the objective was to attract consumers to restaurants to encourage the purchase of other foods. With the success of the initiative, which also had a very low cost, we extended the action to the general public”, says Igor Puga, CMO of Zamp and one of the names that form the
“Having your work recognized by InfoMoney on the list of TOP CMOs makes me immensely happy. In general, initiatives like this increase the relevance of marketing professionals and further encourage the talents we have here in the country”, he points out.
Basic sector marketing
With the increase in the presence of brands on digital, companies in basic sectors – which previously focused their communication only on companies – started to also target society. At Gerdau, this movement gained strength 6 years ago. “We decided to start working on the brand to improve the perception of our sector among the general public”, says Pedro Torres, CMO of Gerdau, who appears in the TOP CMOs 2024.
The change in positioning brings an additional challenge for the executive. “We have produced campaigns that aim to demystify steel as an environmental villain, by showing that products produced from it are essential in people’s lives”, says Torres.
At Vale, the movement has been similar. In a connected world, the company’s concern is to gain a social license to operate, which translates into gaining reputation and trust in society. “The communicator plays a fundamental role in this process by seeking to build, together with communities, authorities and society in general, an understanding of the benefits of mining in people’s lives”, says Leandro Modé, CMO of Vale, who is part of the
“Being present on the list of InfoMoney shows that we are on the right path to help rebuild this brand that has everything to do with Brazil and Brazilians. I am very grateful to be able to be alongside competent and talented people”, he says.
