M&P Edition: Vasp, Forbes and Territorial Marketing – Media & Advertising

This fortnight’s edition of Meios & Publicidade features on the cover an extensive work dedicated to Territorial Marketing. Check out the latest examples of brands that were born to breathe new life into regions and cities. Paulo Proença, managing director of Vasp, tells in an interview about the last few months at the publications distribution company, and Nilza Rodrigues, editorial director of Forbes, presents the magazine’s new stage. The opinion articles are by Filipe Moreira (Fullsix) and João Paulo Luz (Impresa). Get to know in detail the themes of this edition.

“Vasp could not fall into the abyss, that is, stop paying publishers, employees and suppliers or stop distributing”

The impact of covid-19 led the publications distribution company to ask for government support, to change the margins it charges publishers and to create a daily fee for points of sale, which has since been suspended. Last year 500 points of sale disappeared. Only 27 municipalities generate positive results. Paulo Proença, managing director of Vasp, tells how the last few months were.

“Consumers demand more proximity, innovation and transparency”

How does retail media respond to the growing digitization of the purchasing process? Antonio Janeiro, general manager of in-Store Media Portugal, presents the example of the agreement with Auchan.

“2021 is a turning point for Casa Peixoto”

It was born in Viana do Castelo and is positioned as the largest trading company in construction and decoration materials with exclusively national capital. Susana Monteiro has now taken over the marketing of Casa Peixoto.

The forward in Latin American football

Afonso Cardoso has been involved in the creation of brands for the South American Football Confederation championships for several years. The Copa America 2020 brand came out of The Bakers.

“We want to position ourselves among the three most relevant Forbes in Europe”

The first edition of Forbes is on the newsstands since the licensing of the title, until April held by ZAP, passed into the hands of Emerald Europe, a subsidiary of the Emerald Group that already held 30 percent of the Polygraph. The new life of Forbes explained by Nilza Rodrigues, editorial director of the title.

Territorial Marketing Special: There are brands to be born to make the country reborn

At a time when the country is adjusting its focus to domestic tourism in view of the restrictions that still persist in international travel, there are several recent projects to create territorial brands and actions to boost the offer and tourist products that show how regions/municipalities are doing. bet on communication to recover a decisive sector for local economies. But they don’t want to stay for tourism. They assume themselves as brands with an eye on the future, born to give new life to regions and cities.

Territorial Marketing Special: Leafing Portugal

The investment of Portuguese cities and regions in communication has also been through the investment in editorial projects with a presence in national newsstands. From the Azores to Famalicão, learn more about the projects launched under the seal of Time Out, Observador Lifestyle and Público, which promise to follow new routes in the future.

Best of telecommuting

The choices of… Luís Serra Co-CEO of ComOn.

A day in the life of…

Filipa Appleton, head of marketing do Lidl.

The full version of this edition in e-paper format is exclusive to M&P subscribers. You can buy just this edition or subscribe to the M&P and get immediate access here. For more information contact: Graça Dias – 215 825 426 – [email protected]

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

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