Portugal a Country-Brand in Fashion Interview
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BUSINESS,ECONOMY,MARKETING AND LIFESTYLE MAGAZINE PORTUGAL A COUNTRY-BRAND IN FASHION REVIEW INTERVIEW WINTER 2017 • YEAR XIV • 0,01 EUROS • QUARTERLY • DIRECTOR SOFIA ARNAUD • DIRECTOR • QUARTERLY YEAR XIV • 0,01 EUROS WINTER 2017 • CATALONIA: FERNANDO FARIA THE HISTORY OF A BUSINESS DE OLIVEIRA COUNTRY DENIED RONALDO PLANET ON THE WAY TO MATURITY WITH THE SUPPORT SOCIAL RESPONSIBILITY OF OUR COLLEAGUES BUSINESS FROM BRAZIL AND UNICEF: AN INSTITUTION ON THE FRONT LINE MOZAMBIQUE AND OF WITH MORE THAN 70 YEARS OF THE DIGITAL OUR PARTNERS FROM OF HISTORY SPAIN AND COLOMBIA TRANSFORMATION DIRECTOR CONTENTS ART DIRECTOR Hugo de Jesus WRITING Carlos Renato Teixeira, Maria João de Perestrello, João Bérnard Garcia e Miguel Morgado COLLABORATORS IN THIS EDITION António Cunha Vaz, Daniel Feged, David Seromenho, Paget Langford-Holt e Tiago Antunes TRANSLATION Outernational ADVERTISING Tel.:+351 21 012 06 00 PRINTER OWNERSHIP Cunha Vaz & Associados – Consultores em Comunicação, SA EDITORIAL OFFICE Av. dos Combatentes, n.º 43, 12.º 1600-042 Lisboa CRC LISBON 13538-01 ERC REGISTER 124 353 LEGAL DEPOSIT 4 EDITORIAL 28 BUSINESS 42 BUSINESS 320943/10 6 NEWS Ronaldo Planet CIRCULATION News from the world 34 BUSINESS 44 BUSINESS 2000 Copies 8 CV&A CTT: On the front line of the C V & A C O R P O R A T I V E MAGAZINE The CV&A partners in Brazil, digital transformation Portuguese tables Spain and Colombia 36 BUSINESS 46 SOCIAL RESPONSIBILITY 14 BANK Talking with Nuno Barra, UNICEF: The organization from Interview to Fernando Faria Director of Vista Alegre-Atlantis the past that will be needed de Oliveira, President of the 38 BUSINESS most in the future Portuguese Banks Association) Portuguese cork gives life to 50 TECHNOLOGY EDITORIAL STATUTES 18 REVIEW new products Digital Communication Catalonia: the history of a 40 BUSINESS 52 FEATURE country denied Renova with disruptive Portugal, a country-brand in 24 FOCUS campaign all over the world fashion Women on the podium 3 EDITORIAL ANTÓNIO CUNHA VAZ ON THE WAY TO MATURITY n last year’s editorial I explained how the path taken thus far our recovery. Only thus is it going to be possible to pursue this had proven worthwhile. journey. And I may undoubtedly repeat that same message today. The company will undergo further transformations. We are And this was only worthwhile thanks to the same persons: not a press relations, digital communication, design or events whether our clients, staff or those who work with us daily as company. We are a company increasingly focused on institutional communication, on what the English appropriately call ‘advocacy’, Isuccesses and failures, without favours from governments, local ‘litigation’, ‘public affairs’ and ‘advisory business development’. governments, public or semi-public companies, clean as only as a Whatever we engage with in our non-core areas is carried out with few can claim to be. just as much professionalism as in our core competences. When We come of age after having made sure we enjoyed our fun as we cannot or do not know how to, then we simply either do not get teenagers and also fully aware that the mistakes always made at involved or we recommend (outsource to) someone who does. such an age do need paying for. The illusion of seemingly easy but We do not have secondary brands or working with clients that incur treacherous markets that we perceive as open but which in the end walls, turn out protectionist combine with certain feelings of injustice over just as they do regarding lawyers, the big four consulting /audit attracting “serious clients” when we see others achieving through ot somehow obscure businesses. Furthermore, at a sincere and work with us. Front companies or brands created to fool whoever edom likes getting fooled is clearly not our style. to protect the interests of our company have also to a great extent The objectives for 2018 include duplicating the net, after tax contributed to our maturity. 2017 result. Ambitious, yes, but feasible should we increase our ated commercial efforts, control costs, and keep on saying no to clients thanks to all of the efforts undertaken by each and every one of who fail to acknowledge the work we do. The latter have another us, courtesy of all the support both from our colleagues in Brazil market able to churn out cheap services. We wish them all the best and Mozambique and from our partners in Spain and Colombia. of luck. Each one to their own. Finally, a message of solidarity to journalists. The world of misfortunes I described last year (GES and the bloody PER – the journalism is undergoing profound transformations. Jobs are often special revitalisation process – Ongoing and, additionally, those precarious, recourse to often underpaid when not unpaid interns has become excessive, there are media outlets with backlogs of salary are not paid and, worst of all, the disloyalty and dishonesty of and subsidy payments. In summary, there is a total lack of respect companies such as Soares da Costa – a clear example of corporate ethic shortcomings facilitated by recourse to a legal system that still of democracy. It would indeed be good were media managers to favours non-compliance and relapses), improvement in margins and discover a business model able to ensure a revival in journalism and Until the media irrespective of the format adopted. 2020, however, the times will remain characterised by this struggle. And now, back to work right through to that day in June when we I would like to express my deepest gratitude to those banks that understood the efforts we were making and for having supported Thank you all. z 4 NEWS UNITED STATES The year of Donald Trump Nearly one year since the start of his mandate, the election of Donald J. Trump remains one of the biggest events of the year as it marked the political life of the US and in the world. Despite the relationship with Russia, management of CHINA the situation in the Middle East and in Asia, The Chinese economic miracle continues e.g. in Syria and North Korea, things have China keeps making inroads in the world especially considering the number of key measures contained in his electoral program and in Europe, a destination of choice for its and based on where he managed, against investments. This Asian giant was able to all odds, to be elected the 45th President maintain internal political and social cohesion of the USA. Among his major failures are and is doing well in all sectors of the economy, the wall that would separate the USA from building and construction. First, the ongoing ObamaCare. Among his successes it is worth economic restructuring, second an industrial highlighting the exceptional results in the modernisation that may bring more value to what it produces and third, reduction of sector. the role of state companies in key sectors of reinforcement in government powers was economy, are the main challenges for the new reject by both the opposition and most of NORTH KOREA AND SOUTH KOREA year. the international community, reinforced North Korea and South Korea the power of Maduro but, at the same time, The escalade of tension between both Koreas VENEZUELA radicalised those who oppose him. is leaving diplomacy on the verge of a nervous A new powder keg in South America breakdown considering that both countries After nearly two decades of “Bolivarian” BRAZIL are nuclear powers and this situation involves The road to presidential elections with Nicolás Maduro, Venezuela has sunken From the left wing to the right wing, the world: USA, China and Russia. Donald Trump in a deep economic crisis which, combined contradictions and tensions that increased has made clear that he does not accept with the rallies against the government, in Brazil in the last months may have an end North Korea military tests, holds Pyong-Yang is putting the country on the verge of civil in sight after the next presidential elections, responsible for an eventual escalade of this war. The inability to apply the income from scheduled for the coming year. With the the oil industry to diversify the economy, country divided between PT supporters, the military action by the USA. Putin, through party of Lula da Silva and Dilma Rousseff, and Sergei Ryabkov, the Russian vice-minister supporters of the impeachment that took for Foreign Relations, went on to say the productive structure are placing Venezuela away their power, Michel Temer now leads a alternative to a multilateral dialogue is an economically on the brink of rupture politically government with low rate of popularity and increasingly isolated. The recent electoral which little margin of manoeuvre to undertake he considered “catastrophic”. dispute, which was there to approve a major reforms. After a true economic miracle 6 development aid and from foreign currency sent by the diaspora or obtained from tourism; and reduce social inequalities. Specialists SOME OF SPOTLIGHT consider that Cape Verde is the country best COUNTRIES IN THE positioned within its regional context to YEAR OF 2017 WHICH achieve its goals and to follow a successful WILL CONTINUE path of peace and development. TO SET THE PLAN RÚSSIA IN 2018. The bear awakens Russia survived the economic crisis of 2008 like almost no other country, with a performance just below that of China. The jurisdiction of the European Court of Justice. The UK wants to keep its feet in Europe at catapulted it to the leadership of the world a time when it is faced with the danger of in the last twenty years, erosion of PT and disintegration, something that London wants anchored in the oil industry, is currently not numerous corruption scandals, Brazil now to avoid but which Brexit reinforced, and which hopes that, with the re-election of PT or is particularly serious in Ireland and Scotland.