Nathalia Tercero

Plenty of awesome WhatsApp product announcements at Meta's Conversations conference in Brazil this week: Marketing Messages with Optimizations, Conversions API, AI for Businesses, Meta Verified on WhatsApp, enabling Calling on the WhatsApp Business Platform, and more! Blog post with details: https://lnkd.in/gWtT4kEU Full videos of the conference here: https://lnkd.in/gFfWsDCG #Conversations24

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In the USA, #marketing represents an annual #advertising expenditure of around $240 billion, with a focus on digital strategies and influencers. Meanwhile, in Brazil, the advertising market reaches approximately $20 billion annually, driven by the rise of content marketing and social media. A noteworthy curiosity: while #Americans value individuality, #Brazilians prioritize personal relationships with brands, offering different approaches for campaign success. Knowledge leads to a sharp market #strategy, not just general content. That was one of the topics I discussed on the PodDarnegocio #podcast: a recurring subject about the differences between the two markets. Thank you PodDarnegocio.

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How can advertisers captivate audiences in today's competitive landscape? Join Mercedes Riofrio, Global Market Research Manager at Seedtag, as she explores the essential three-part process every advertiser must know to effectively engage their audience in this #SnapLesson from the Seedtag Academy course, 'Mastering Audience Attention'. Want to learn more about capturing attention in advertising? Sign up for the certification now: ➡️ https://lnkd.in/eicd5tpF #SeedtagAcademy #AttentionToIntention #AttentionEconomy #DigitalAdvertising #Certification

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Storytime was at the FIPP - Connecting Global Media 2024 in Cascais, where 400 media executives from 43 countries met in one place to talk about challenges, regulations, opportunities, and the latest trends in publishing. This year, paper and digital had space to shine - even though AI was the theme. It was great to catch up with the friendly faces of the industry - Nikki Simpson, Joanna Cummings and Peter Houston, whose talk was nothing short of inspirational. Also, a chance to connect with Sophie Cross, Margaret Ann Dowling, Amer Safir, and Doni A.. Our catch-up was so rich in stories that it turned into an extensive podcast recording, reflecting our shared vision for a culturally diverse world. The event’s spotlight on AI sparked discussions on regulation, the balance of successes and failures, and the monetisation of emerging opportunities. Juan Señor’s presentation on the World Media Report 2024-2025 was particularly enlightening, addressing the ‘cookiepocalypse’ and the shift in ad data control from platforms to publishers (content creators can become more powerful). I also found Julia Petersen ’s practical pricing strategies and behavioural economy quite fascinating too.  Roxanne Fisher from Immediate Media UK stood out for her accessible approach to AI, sharing how her company embraced the technology through immersion days, leading to increased productivity and creativity.  The conference affirmed that print media remains special to the reader, a luxury perhaps more sought after than ever in times of digital overload, with children’s magazines and fashion publications thriving in print form. Irene Smit from Flow Magazine showcased their love for paper, combining varied content with interactive elements, striking a chord with Gen Z and Millennials seeking disconnection. What she stands for is so refreshing and forward-thinking - and very much in line with the “offline movement” going on already in the Netherlands. I was excited to see many of my peers discovering Flow, a magazine I have loved for so long. In a digital-focused era, FIPP 2024 reminded us that print is far from obsolete. Instead, it’s finding new, creative ways to leave its mark on the world. As we continue to navigate the digital landscape, these insights from FIPP - Connecting Global Media will undoubtedly shape our approach to publishing and content creation. I’m looking forward to keeping the conversation going with everyone we met and exploring these opportunities together.

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The evolution of media and communications, with great influence from digitization's boost due to COVID 19, empowered the adoption of Podcasts as the New Mass Media. The three countries with the highest adoption rate based on Reuter's are: ✳ Spain ✳ USA ✳ Sweden #digitization #podcasts #media #trends #marketing

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Check out this great podcast interview with Bruno Bertini, CMO at 8x8, where he shares the exciting brand transformation underway and how messaging is key to connecting with today's audiences. Check it out: https://lnkd.in/eEuqG6M5 #marketing #brandtransformation Clarity; Leah Sheltry; Jodi Norris

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9 tendências de padrões de consumo atuais 🎯 pela McKinsey & Company “Middle-income consumers are feeling the squeeze and worrying about inflation but aren’t holding back on splurges. Rather than sticking to tight budgets in retirement, aging consumers are splurging too. Speaking of older shoppers, it turns out that the brand loyalty they’ve long been known for is a thing of the past. And young consumers in Asia and the Middle East are more likely than those in Western markets to switch to higher-priced brands”

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Brazil’s burgeoning gambling market is a hotbed of anticipation. With legalisation on the horizon, the inevitable battle for market share is heating up.   A recent @EnvMedia survey shows some intriguing insights into Brazilian bettor behaviour and brand recognition. Early movers like Betano, leveraging bold, effective sponsorships, are already reaping the rewards, with behemoth bet365 lagging behind in terms of recognition and search. This demonstrates a crucial lesson: global brand recognition and objective product quality isn’t a guarantee of immediate local success, as we’ve already seen in the US.   As Brazil opens up, I’m intrigued to see if operators will adopt a measured approach to acquisition, or whether they’ll double down on the survey’s findings that local players show a strong preference for bonuses and promotions when looking for their operator of choice. I have a hunch it may be the latter.   The coming months promise to be a fascinating case study in brand strategy, and I’ll be watching closely from afar.   https://lnkd.in/gWc7gQVE   #brazil #sportsbetting #igamingmarketing

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This is one of those genius simple ideas, that makes you wonder why no one thought of it before. Because it’s incredibly hard to do! More than a campaign, by launching a digital Platform to match students needing a place to live, with elderly lonely people with room to offer them, MEO’s Improbable Housemates is a blueprint for one way in which cities and communities around the world could address the twin issues of the rising cost of living and a rapidly aging population. But it’s just an idea if you don’t put the work in to bring all stakeholders together to make it a success. Props to MEO for continuing to invest in tackling the toughest issues and to the @dentsucreative Iberia team for mobilising more than 24 city councils, universities, associations and NGOs to pull this off. 194 old people and students are now living together thanks to this initiative, with many more in the pipeline as university admissions are announced this summer, genuinely transforming prospects for both groups, the Portuguese economy and society as a whole. Lourenço Thomaz Ivo Purvis @patrickstilwell Patricia McDonald Manuel Corte-Real Ete Davies

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All businesses will build on or integrate AI, and the first movers will have a massive advantage. Don’t fear the future—it’s already here. Learn, adapt, and take action.

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Very interesting insights about the future of #RetailMedia Latam from the latest Latin America Retail Media Trends 2024 Report, curated by EMARKETER. Retail media is set to become the fastest-growing digital advertising format in Latin America, with advertisers projected to invest nearly $2 billion this year alone. Retail media is also expected to capture 15.6% of Latin America's digital advertising market. Mercado Ads is at the forefront of this trend, responsible for more than 50% of the total Retail Media Ad Spending in Latin America. More on the report authored by Matteo Ceurvels with insights contributed by Patrick McGinnis.

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𝗜𝘀 𝗱𝗲-𝗴𝗹𝗼𝗯𝗮𝗹𝗶𝘀𝗮𝘁𝗶𝗼𝗻 𝗶𝗻 𝗿𝗲𝘁𝗮𝗶𝗹 𝗶𝗻𝗲𝘃𝗶𝘁𝗮𝗯𝗹𝗲? Between climate change and geopolitical tensions, global trade is fragmenting. A recent survey by Teneo highlights that most companies see de-globalisation as a reality that needs urgent attention. The WTO’s 2023 report supports this, noting early signs of trade fragmentation threatening growth. The subprime crisis, COVID-19, and the war in Ukraine have destabilized the economy, driving up raw material prices and slowing trade. As global warming intensifies, the need to shorten value chains and reduce CO2 emissions is clear. Yet, completely reversing globalisation seems impractical. #𝗱𝗲𝗴𝗹𝗼𝗯𝗮𝗹𝗶𝘀𝗮𝘁𝗶𝗼𝗻 #𝗿𝗲𝘁𝗮𝗶𝗹 #𝗰𝗹𝗶𝗺𝗮𝘁𝗲𝗰𝗵𝗮𝗻𝗴𝗲 #𝘁𝗿𝗮𝗱𝗲 https://lnkd.in/eTBrNrKf

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Such a pleasure to interview Fernando Machado today and hear firsthand about his incredible marketing career. Fernando's journey has been nothing short of legendary, leading some of the most iconic campaigns and platforms in our industry's history. From BK's "Have it your way" to Dove's "Real Beauty," his impact has been felt across decades. My biggest takeaway: In a world where shiny new objects often steal the spotlight, especially for new CMOs eager to leave their mark, Fernando's wisdom shines through… Consistency is king. Building a brand property is done over time and the best marketers build on what’s already working. Fernando’s first conversations were with those who came 10 or 20 years before him at Dove. The ‘Real Beauty’ platform was in place for 10 years already when he arrived. In fact, David Ogilvy came up with the three quarter moisturising claim for Dove back in the 50’s but that was still so valuable to the brand. The classic CMO mistake is to come in and think you should throw all of that out and start something new. Be humble, be respectful and don’t throw out what’s working. Instead, look for new modern insights to deploy within the same position or platform. Big thanks to Fernando, Angela, Tobi, Monty & Steve for an enlightening discussion! #RealBeauty #BrandBuilding

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The New Mainstream podcast is back with a brand new episode! Listen as Tony Gonzalez, CEO & Co-Founder at Mundial Media, explains how contextual technology can build deeper connections with diverse audiences to drive brand engagement. You don't want to miss it! https://bit.ly/3KtTC0G

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Is your first-party data missing important insights? An IDC Spotlight revealed that companies believe value will shift from first-party data to external data over the next 18 months. Download the full IDC Spotlight, Data Collaboration Is the Future, and the Future Starts Now, to learn why data collaboration is the future, and how clean room technology securely combines data from trusted partners to help companies better understand their audiences.

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🔍 Tech Highlights from Cannes This article by Marketers by Adlatina offers a great summary of the main tech trends at Cannes Lions International Festival of Creativity this year. Unsurprisingly, AI took center stage in many of the key announcements and discussions 🌟 #CannesLions #TechTrends #AI #MarketingInnovation https://lnkd.in/dXc-bTKn

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One of the most common comments I receive from people who experience Ray-Ban Meta smart glasses with Meta AI is it’s capacity to enhance accessibility and to improve the quality of life for disabled people. Check out the video in Nicola’s post to see how 👇 Meta Ray-Ban #ai #cannes #smartglasses

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