The edition of M&P this fortnight coincides with the beginning of the second confinement of our lives. The pandemic is the pretext for analyzing the impact it is having on creative agencies, as well as on Portuguese consumption trends. He also finds interviews with Paulo Lourenço (Media Capital) and Rosália Amorim (Diário de Notícias). Opinion spaces are signed by Vítor Cunha (JLM & Associados) and Ricardo Tomé (Media Capital Digital). Get to know the themes of the fortnight.
Special Advertising Market 2021: Advertising communication goes into pandemic mode 2.0
The first half of 2021 proved that the news about the end of the pandemic was manifestly exaggerated. Or, at least, hurried. With each daily report, the numbers are in charge of showing that it is premature to talk about post-pandemic communication. At a time when the expectation of a return to normality possible with the arrival of the vaccine fades with a new confinement, how is the strategy of the brands entering the second year of the pandemic?
Special Advertising Market 2021: How the agency business will evolve
After a year of hard braking in the investment of brands and in the volume of work, in which the pressure on the business of the agencies was accentuated, 2021 is viewed with a little more optimism but without euphoria. The reduction in fees is not new to the pandemic. But he was also not immune
First came the pandemic, then the tsumani
Covid-19 accelerated transformations that were already underway, as is the case with online commerce, at the same time that it is changing the balance of forces in supermarkets and giving new impetus to proximity commerce and outdoor activities. A trip to the turbulent times that both retailers and consumers are facing.
Fight waste everywhere
The issue of combating food waste entered the agenda at a time when consumers themselves began to eat more meals at home and face an economic crisis on the horizon.
Interview: “Branded content will quickly represent 20% of our revenues”
Paulo Lourenço, Media Capital’s CRO, also assumed commercial responsibility for the group’s radio stations at the end of the year. In a year in which “we all sail in sight”, it outlines the strategy for 2021 and analyzes the market.
Interview: “DN is seen by the entire company and shareholders as the great challenge for the transformation of this media group”
The Diário de Notícias returned on 29 December to its daily basis, after a year and a half as a weekly. “More than a number on an Excel sheet, the objective of Diário de Notícias is to return to newsstands, without leaving anyone behind in terms of the right to information”, says Rosália Amorim.
Analysis of candidates for President of the Republic
It is the strangest election campaign ever. Street actions are suspended, budgets are contained, the bet on digital remains incipient and it seems that everything is played on television. Six communications experts analyze the strengths and weaknesses of the seven candidates. Marcelo Rebelo de Sousa’s victory in terms of communication is consensual
A day in the life of…
Teresa Lameiras, director of marketing and communication at Seat Portugal, tells us about her working day
The Best Of Teleworking
The choices of Nuno Presa Cardoso, founder and creative director of Nossa
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