What you can read in the most recent edition of M&P – Meios & Publicidade

Catch up on the themes of the latest edition of M&P, which is reaching subscribers. This edition’s cover highlight goes to a special work dedicated to the banking and insurance sector, where the marketing and communication managers of a dozen brands from the two business areas point out the challenges and strategic priorities at a time when, whether families companies, face an adverse economic environment.

Also in this edition, we publish an interview with César Sousa, who recently took over as chief creative officer at FunnyHow, we address the impact of the limitations introduced by TikTok with regard to the use of the platform by teenagers, in a work where we heard five professionals from the areas of influence marketing and media planning to try to understand what the new limits mean for the strategy of brands that communicate with the young target, and we spoke with José Bourbon-Ribeiro to learn more about the path of the new CEO of Hill+Knowlton Strategies, who he anticipates the objectives he is proposing in the new functions he assumes in the communication and public relations agency of the WPP group.

Also remember some of the most important moments in the history of the Nestlé brands, at a time when the 100th anniversary of the company’s presence in Portugal is being marked. The opinion spaces are signed by Ricardo Santos (Doctor Finance), Pedro Correia (Fullsix) and João Paulo Luz (Impresa). Get to know in detail the topics that you can read about in this edition:

Interview: “The spirit is exactly the same. We just increased the caliber of the gun.”

César Sousa assumed the creative leadership of FunnyHow following a reorganization of the structure, now heading a triple direction that also has André Leite and Álvaro Silveira as creative directors. In an interview with M&P, the new chief creative officer points out the objectives and anticipates what to expect from this new stage of the agency, where growth in international markets is assumed as one of the priorities

Limitations on TikTok: Problem or opportunity for brands targeting young people?

TikTok announced that user accounts under the age of 18 will now have an automatically set limit of daily use of 60 minutes. A “preventive” measure that, for the professionals interviewed by M&P, will force brands and influencers to be more selective in their content to reach this target in less time

“We want to be at the forefront of communication”

José Bourbon-Ribeiro is, since March 1st, the new CEO of Hill+Knowlton Strategies in the Portuguese market, succeeding Francisco Teixeira, who becomes chairman of the communication agency of the WPP group. We went to get to know better the manager’s path and the objectives he proposes

10 moments from Nestlé brands in Portugal

Nestlé’s history in the Portuguese market dates back to 1923. A century’s journey marked by the introduction of several brands in the national territory, along with the creation of others exclusively for the local market. At a time when the centenary of its presence in Portugal is being marked, M&P challenged the company to choose the most outstanding moments of these 100 years. Gonçalo Granado, Communications Director at Nestlé Portugal, helps to trace the company’s path from the history, branding and communication of its brands

Banca e Seguros Special: Brands committed to insuring customers

Portuguese banks are concerned and attentive to their customers and what is happening outside. The institutions heard by M&P ensure that they are reinventing themselves so as not to let anyone down, at a time when the sector is experiencing yet another turmoil. Insurance companies follow in their footsteps. In a reflection on what are the priorities in the current situation and how advertising investment in these sectors will evolve, the commitment to communication, proximity to the customer, digitalization of solutions and sustainability emerge as common denominators

A day in the life of…

Rodrigo Freixo, CEO of VMLY&R

Content marketing, can you keep up with the pace?

Opinion article by Pedro Correia, content supervisor at Fullsix

The day everything changed

Opinion article by João Paulo Luz, director of digital business and publishing at Impresa

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