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Ad185web.Pdf 02_Portal_AD185.indd 16 23/05/18 16:45 ALMANAQUE Pirâmide de Maslow completa 75 anos entre as várias teorias sobre os processos guinte de importância, até alcançar a autorrealização. de decisão feitos pelas pessoas, estuda- A pirâmide de Maslow ganhou grande notoriedade dos na publicidade e no marketing, um dos no marketing e na publicidade, com várias pensadores mais clássico é dessas áreas identificando como re- a PirâmideD de Maslow, que alizar a oferta de produtos e serviços está completando 75 anos. de acordo com as escalas de neces- A ideia foi proposta pela sidades que eles ajudam a suprir. No primeira vez pelo psicólogo entanto, apesar de ainda ser ensinada norte-americano Abraham em cursos acadêmicos, a teoria ficou Maslow (1908-1970) em seu defasada com o tempo, uma vez que artigo Uma teoria sobre a os níveis propostos nem sempre con- motivação humana (1943). dizem com a realidade. As priorida- Maslow estabeleceu des de satisfação podem variar muito, uma hierarquia de necessi- com vários exemplos de pessoas que dades humanas, em cinco aceitam não cumprir ou colocar em níveis. Para ele, as pessoas risco algumas necessidades mais bási- preocupam-se em cobrir cas a fim de obter desejos mais eleva- antes aquelas que são con- dos na pirâmide propostas. No entan- sideradas as mais básicas e urgentes. Apenas uma vez to, o modelo ainda é muito utilizado por profissionais, conseguido esse objetivo, elas passariam ao nível se- influenciando decisões estratégicas. A criatividade O pior inimigo Criatividade é um nome pomposo para o trabalho exige coragem. da criatividade é o bom senso. que tenho que fazer entre agora e quinta-feira. Henri Matisse Pablo Picasso Ray Kroc (1869 - 1954) (1881 - 1973) (1902 - 1984) Ex-Lady Nesta comédia do diretor Robert Florey, a atriz Bette Davis inter- preta Helen Bauer, uma artista gráfica que prefere seguir com sua carreira a se casar com Don Peterson (Gene Raymond), o redator publicitário que ela ama, devido ao medo de que o matrimônio destruiria o romance da relação. Don acaba convencendo Helen a se casar com ele, mas quando a paixão acaba ele inicia um caso com uma cliente. Para se vingar, Helen passa a se encontrar com Nick Malvyn (Monroe Owsley), outro redator que é o maior rival de Don. Filmado em 1933, o filme lidava com vários tabus cinemato- gráficos da época, como casamento aberto, e foi feito antes do mo- ralista código Hays, que durante anos proibiu Hollywood de retratar infidelidades e até mesmo casais dormindo juntos na mesma cama. REVISTA AD185 3 SUMÁRIO Sumário 03 Almanaque 06 MIX 07 Opinião: Marcelo Beledeli 08 MIX 10 Entrevista: Juarez Fonseca 16 Matéria de Capa: Reputação comprometida 22 Fast Forward: Alberto Meneghetti 24 Coluna da Ana Paula Jung 26 Grandes Nomes: Mary Wells Lawrence Diretor-Geral RUA SALDANHA MARINHO, 82 JULIO RIBEIRO PORTO ALEGRE - RS Diretora-Executiva CEP 90160-240 NELCI GUADAGNIN FONE/FAX (51) 3231 8181 30 Galeria: Anunciando o segundo lugar Textos: www.revistapress.com.br MARCELO BELEDELI [email protected] Diagramação/ Arte Final Comercialização ESPARTA PROPAGANDA PORTO ALEGRE: (51) 3231 8181 e (51) 99971 5805 com Imagens: NELCI GUADAGNIN Fotografia: Agência Preview PRESS e ADVERTISING SÃO PUBLICAÇÕES MENSAIS DA Assinaturas ATHOS EDITORA, COM CIRCULAÇÃO NACIONAL, SOBRE OS [email protected] MERCADOS DE COMUNICAÇÃO E IMPRENSA BRASILEIROS. OS ARTIGOS ASSINADOS E OPINIÕES EMITIDAS POR FONTES Impressão NÃO REPRESENTAM, NECESSARIAMENTE, O PENSAMENTO COMUNICAÇÃO IMPRESSA DA REVISTA. 4 AD185 05_Agrobusiness_AD185.indd 16 23/05/18 16:52 MIX A menos de um mês do início do Cannes Lions - Festival Para a edição 2018, o Cannes Lions preparou Internacional de Criatividade, o Brasil ganhou seu segun- novas orientações no julgamento das peças. do presidente de júri neste ano. O executivo Luiz Sanches, O número total de categorias foi aumentado sócio e diretor de criação da AlmapBBDO, substituirá o de 24 para 26, mas cerca de 120 subcategorias diretor de criação da BBDO Worldwide, David Lubers, na foram eliminadas. Com isso, o total de pre- presidência do júri de Film Lions, que escolhe os melhores miados tende a ser menor, a fim de valorizar filmes publicitários. Sanches também será o único brasilei- a obtenção de um Leão. Além disso, os júris ro que atua no País a ser presidente de júri. O executivo vão começar a avaliar separadamente as peças Fernando Machado, vice-presidente global de marketing da criadas para empresas, com o objetivo de cadeia de fast-food Burger King, que vai comandar a cate- gerar negócios e vendas, e as realizadas para goria Creative Effectiveness, trabalha nos Estados Unidos. organizações não governamentais. Trata-se A presença brasileira no júri de Cannes Lions 2018 chega de uma transição para que campanhas feitas agora a 25 profissionais - sendo 20 que atuam no País e cin- com diferentes intuitos tenham avaliações co que trabalham no exterior. totalmente separadas até 2019 ou 2020. A Cambridge Analytica, consultoria política que atuou na cam- panha de Donald Trump à presidência e está no centro do escân- Cambridge Analytica pede falência dalo de privacidade do Facebook, registrou pedido de falência nos Estados Unidos. Em março, vieram à tona alegações de que a Cambridge Analytica, contratada pela campanha eleitoral à Pre- sidência de Donald Trump em 2016, usou indevidamente dados de 87 milhões de usuários do Facebook desde 2014. A Cambridge Analytica e sua controladora britânica SCL Elections Ltd disse- ram, anteriormente, que fechariam imediatamente e começariam os procedimentos de falência após uma forte queda nos negócios. 6 AD185 OPINIÃO O presente já é digital. Lorem ipsum dolor O futuro é a consultoria? sit amet, consectetur Que a internet é o caminho provenientes do digital não signifi- adipiscing elit, cou um aumento equivalente no fa- para as agências publicitárias turamento geral. Apesar da receita é algo de consenso hoje. No das empresas de publicidade norte- sed do eiusmod -americanas ter atingido um recor- entanto, certos marcos histó- de, US$ 55 bilhões, o crescimento em ricos são dignos de nota. Um relação ao ano anterior foi de ape- deles foi apontado recente- nas 1,8%, o menor ritmo desde que o mercado emergiu da recessão em MARCELO BELEDELI [email protected] mente pela revista Ad Age: 2010. Além disso, a taxa não superou o ano de 2017 foi o primeiro a inflação dos EUA no período (2,1%). Outro sinal de que o mercado está e empresas de TI que atuam com em que o faturamento gerado passando por um tumulto é o empre- publicidade cresceu 33,9% nos EUA pelo trabalho digital supe- go no setor. De acordo com a pesqui- e 31,1% em todo o mundo. Vale indi- sa, as agências demitiram mais do car que boa parte dessas empresas já rou todas as outras fontes de que contrataram no ano passado. mantêm uma grande quantidade de receita das agências publici- Os empregos em publicidade caíram seus empregados em países onde os 0,2%, a primeira redução desde 2010. custos da mão de obra são menores, tárias nos Estados Unidos. E isso acontece apesar do crescimen- como a Índia. to da economia norte-americana, Esse fenômeno não deve parar tão que está com uma taxa de desempre- cedo. As consultorias já têm um ba- O trabalho digital capturou, em go geral de 4,1%, o menor nível des- ckground profundo em estratégia de 2017, 51,3% da receita de todas as de o ano 2000. negócios e tecnologia, e agora estão agências norte-americanas, de acor- Os números mostram que, apesar adicionando a publicidade ao seu ar- do com a Ad Age Datacenter analy- de a indústria da publicidade ter re- senal de soluções para os clientes. sis. A participação do digital no fatu- alizado de modo efetivo a transição Em relação ao mundo digital, o fu- ramento das empresas mais do que para o digital, isso não significou turo já chegou, e quem não investiu dobrou desde 2009. necessariamente uma melhoria nos nisso já perdeu. A corrida agora é so- Hoje, a questão principal é o quan- negócios. Se houve um setor que bre o modelo de negócios que sobre- to mais o digital pode avançar no conseguiu se beneficiar desse novo viverá. Talvez o futuro das agências meio publicitário. Apesar da marca ambiente não foram as agências, seja tornarem-se elas mesmas um histórica, essa transição para o digi- mas sim as consultorias de negócios tipo de consultoria, investindo na co- tal começa a dar sinais de redução de e empresas de TI que atuam no setor leta e oferta de dados que permitam ritmo. A receita com esse tipo de tra- publicitário. Juntas, as cinco maiores insights sobre os consumidores e na balho cresceu 7% em 2017. Em 2016, companhias desse ramo - Accenture inovação de produtos. Os números esse aumento foi de 8%, enquanto Interactive, Cognizant Interactive, parecem apontar nessa direção. em 2015 era de 13,5%. A contrata- Deloitte Digital, PwC Digital Services ção de funcionários para atuar com e IBM iX aumentaram sua receita em mídia digital subiu 7,8% nos EUA no 32,3% no ano passado. ano passado, o menor crescimento Esses resultados também se refle- desde 2009. tem nos empregos gerados por essas Além disso, para muitas agências, empresas. A abertura de vagas de o aumento da entrada de recursos trabalho nas principais consultorias Marcelo Beledeli é jornalista AD185 7 MIX PERFIL DO PROFISSIONAL GAÚCHO O Grupo de Planejamento do Rio Grande do Sul realizou uma pesquisa para mapear o perfil dos profissionais e empresas de marketing e comunicação do Estado. Noventa profissionais de planeja- mento, pesquisa e estratégia responderam às perguntas. O resultado apontou que 54% dos profissio- nais da área são mulheres, quando em 2010 eram apenas 30%.
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