Coldplay – 208,000 tickets sold in just a few hours (and many more that were left unsold) give thought to those who work in brands and in marketing. In addition to reinforcing the idea of Coimbra’s centrality for mega shows (Rolling Stones, U2 and Coldplay are some of the examples over time), they presented online points of sale or physical outlets dividing sales equally, estimating that about 80 percent of these were destined for the national market. It is not, for me, an alienation in relation to a crisis that is already being felt and that it is known that it will get worse. It is rather a sign, whether you agree with it or not, that people today, and increasingly, have priorities different from those we were used to and expected. Anyone who does not understand these changes will find it difficult to make their brand successful.
Gender Pay Gap – We lack in Portugal, both in general terms and in our industry (the media and communication and advertising), data that allow us to have, not only an accurate picture of how far we are from the egalitarian goals so talked about, but mainly that allow us, over the years, to ensure a scrutiny of the evolution (which may have advances or setbacks) of how we are in these plans. It is not just a matter of achieving, companies and industries as a whole, equal opportunities in accessing leadership or management positions, regardless of gender, but also of being sure that similar conditions are practiced for the same levels. Otherwise, we will only be left with a rose on our chest, stating in management reports that we are moving towards balance in leadership positions. Our industries have a great responsibility in this, it is not a matter of the “fourth power” or those who claim to know people/citizens/consumers better.
Fines to social networks – This time Instagram was the target of a high fine from the European Commission in the amount of 405 million euros, announced this week, for having allowed it to be possible, in certain circumstances, for people or external entities to access personal data of minors (phone numbers and email account addresses). It is, after all, the implementation of the application of the so-called RGPD, which should place increasing attention, on the part of brands and their online channels (whether for sale or just for promotion, but which collect personal data), to their adaptability to that regulation, in an area where bugs or failures are always possible.
Transfer season – With the start of September, there is a set of news about professional changes in the media. A good sign, this season of strong transfers, proof that the sector is gaining new vitality.
“Our business is now much more” – Brands with high notoriety or that have recently gained it are increasingly launching themselves in business areas that, at first glance, would not be theirs: this is what happened with Sonae, launching the KeepWells brand, with ambitious goals for five years .
Back to School – Welcome back! We are already in September.
Opinion article signed by Luís Mergulhão, CEO of Omnicom Media Group Portugal
Source: Meios & Publicidade by www.meiosepublicidade.pt.
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