Lisbon Tweets – Media & Advertising

Luís Mergulhão, CEO of Omnicom Media Group Portugal

“Content is King” – this term, still very much in vogue in the last century, has become more and more current: the values ​​for which the rights to content in the portfolios of producers or artists were not enough (see the sale value of David Bowie’s musical portfolio and, more recently, the announcement of the intention to sell the rights to The Lord of The Rings for a value of around two billion dollars), the confirmation, earlier this month, of the intention of the sale Channel 4 by the British government is all about this: think about the value of the films, series and documentaries that that channel has produced over 40 years. It will not be here only on the ideological plane (although it covers that), but on the values ​​that that transaction will certainly move. Follow carefully.

NFT… – non-fungible tokens are increasingly present in the communication of brands (and especially in the communication that they do), whether they are durable products or products for immediate consumption: it becomes increasingly evident that this movement will make it possible, not only attracting target audiences far from the increasingly traditional global media or digital platforms, how will it associate these brands with the attributes of modernity and innovation they so desperately need. Even without a major initial impact, brands “mark” points in this communication, without necessarily having significant direct results in sales, which could be a limitation in the current scenario of the foreseeable evolution of the world economy.

… & Metaverso – which has suddenly become an easier way in the future to associate brands with a world where all kinds of inequalities are blurred or do not even exist, and where sustainability (which is now the order of the day) meets fast and solid “solutions”. It is not, after all, just a parallel world, as there is a real (and monetizable) value in the people who “pass” or “live” there. Brands, however, will have to know how to deal with this parallel coexistence, and the permanent entry/exit between the two worlds. A strong challenge for creativity, but also for companies, as they cannot, in the real world, be very different from the image they try to create in this parallel world!

Passage through the government – that of Nuno Artur Silva, protagonist of the most important change that RTP and the audiovisual public service it provides have had in recent decades (integrated in the team of Gonçalo Reis). Professional with proven evidence in several areas, he had the arduous task, among others, of managing the difficult time of need to support the media and social communication groups during the covid period. Again an excellent performance with the rigor and commitment to which we are used to. Thank you Nuno.

Short tweets:

Carla Borges Ferreira – from Meios & Publicidade where, accompanied by Rui Oliveira Marques and Pedro Durães, and with the possible support of the shareholder, it managed for several years to maintain diversified and plural information on the marketing, communication and advertising sector. Thank you, and see you soon, Carla. Congratulations also to Pedro, who is now responsible for directing and transforming a newspaper that is fundamental and essential for our ecosystem.

Sustainability Person of the Year – well deserved by the person distinguished with this year’s award, in the second edition of the National Sustainability Awards promoted by Jornal de Negócios and Cofina, and that the date on which I write prevents me from publicly revealing (although I already know this because I have part of this year’s jury).

Opinion article signed by Luís Mergulhão, CEO of Omnicom Media Group


Source: Meios & Publicidade by www.meiosepublicidade.pt.

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