Senior Figures from the Advertising World Take Centre Stage Thursday Senior figures from the advertising industry head up a series of panels at RioMarket on Thursday.
Thursday at RioMarket will begin with Bruno Pinaud, president of CCRJ, discussing the challenges faced by creative professionals in communications. He will also explore strategies for developing campaigns and content that balance creativity, relevance and accessibility. Guests will discuss how to connect audiovisual production with a diverse audience, taking into account consumption habits and the wide range of media platforms, as well as highlighting success stories and lessons learnt in the creative process.
Boninho will discuss the most effective way to communicate with a diverse and fragmented audience. The talk will explore strategies for building a narrative, using accessible language and adapting content for different platforms. He will also covered how to capture attention and create engagement in a competitive environment, where the variety of content demands creative solutions to reach the audience.
The afternoon sessions will begin with a panel discussion about the preferences and behaviours of different audiences in relation to films, series and other media, as well as emerging trends on digital and traditional platforms. The talk will address the importance of understanding the characteristics of each segment in order to create content that meets the expectations of a diverse audience.
Gustavo Bastos, CEO of 11:21 Simplicidade Cristina, will discuss the challenges and transformations faced by advertising agencies today, marked by constantly changing consumer habits and digitalisation. Topics such as new demands, the impact of social networks and the need to constantly adapt to new trends will be addressed. Also, how agencies are keeping up to date and remaining competitive and relevant in the market.
Product Placement specialists will share their experiences and knowledge about integrating brands and products with audiovisual content. They will also discuss the challenges of maintaining brand authenticity and relevance in productions, strategies for measuring impact and the best ways to create successful partnerships.
At 16.00 Alexandra Siqueira, Communications and Brand Manager at Shell Brasil, will share how the company built and strengthened its brand through innovative strategies. She will discuss the challenges faced, the actions implemented and the results obtained, offering valuable insights into branding and innovation in the context of Shell Brazil.
Marcio Borges, VP at WMcCann and NetLab UFRJ, will discuss how the unregulated use of artificial intelligence impacts the creative industry, focussing on how these new technologies undermine the credibility and value of artists and content producers. The ethical and economic challenges of using AI without regulation will also be explored, such as the misappropriation of works and the consequences for the future of audiovisual production. Borges will explore the need for protection policies and how to value creators in an automated world.
With a panel from across Latin America, one of the last panels of the day, Thursday, is dedicated to the region and brings together personalities from the field to discuss the rich diversity of narratives, styles and experiences emerging from the Latin community. Topics such as cultural representation in film and television, current market trends and the new voices that are shaping the future of the industry will be addressed.
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