Portugal a Country-Brand in Fashion Interview

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

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. strength of the country helped reinforcing country will be able to return to growth and CAPE VERDE and Russia now plays a higher role in the to consolidate its economy and its role as the The most mature African democracy international arena. It is worth remembering main economy in the American continent. Cape Verde has been gradually growing that at the turn of the millennium the country and consolidating its position as one of the was in dire straits are regards it coffers to UK most stable countries in Africa with a mature the extent that Moscow was even forced to What will happen after Brexit? renegotiate the payment of foreign debt and The truth is that little of what Brexit was The country’s economy is growing, especially to devalue the rouble. Starting from a very meant to imply did not occur, thereby showing in tourism, because of foreign investment and unfavourable position, Russia was able to that the United Kingdom somehow seems the capacity of the country to attract mass boost its Gross Domestic Product and, despite to prefer to maintain what holds it together tourism that now prefers this archipelago criticism about Putin’s authoritarianism, the instead of some destinations that have truth is that the country now counts as one the increased restrictions to non-European become less attractive, such as Egypt or of the most powerful and seems to have citizens the truth is that borders remain Tunisia. It is still a country with challenges to overcome the tensions of independence in open to people and goods from Europe, overcome: retain its population, especially the various regions along its border, particularly in European citizens have retained their rights more specialized and more educated; diversify Chechnya the region that was at the head of in the territory and continue to be under the its economy, which is very dependent from these tensions.

7 CV&A

2017: A PERIOD OF SIMULTANEOUS CONSOLIDATION AND GROWTH AS WELL AS LAUNCHING NEW PARTNERSHIPS.

DAVID SEROMENHO CEO da Cunha Vaz Brasil - Public Relations

THE ROUTE FOR A GREEN AND YELLOW JOURNEY

his article could not have come on a more special newspapers and magazines with much praise abounding in date just as I am completing seven years since my every item of news. Brazilian tourist visits to Portugal soared by arrival in Brazil. When I arrived, I faced the major challenge of building a strong communication and public relations brand. One of the major congratulations for that. steps on this path occurred four years ago when And I have never so often heard the sentence, “Portugal, your we were selected to promote Brazil as a tourist destination in country is so beautiful, what are you doing here?” And I always Tseven European countries. Nowadays, I still have this honour reply: “Because your country is also beautiful and your people of promoting Brazil while also working on promoting Portugal to the Brazilian market. We are also equally proud to work with they never lose hope or optimism, still believing that they can seven of the major global brands/companies across different overcome all the obstacles they face daily”. sectors of the economy, such as tourism, safety, defence, sports, This has been a seven year journey of patience, humility and law, education, mass consumption and real estate, among others. where I learned a lot from clients, partners and colleagues. Over these years, we advanced down this path thanks not only They have been years with the will to conquer and do more for to all the brands and entities that trusted us but also particularly those who believed our project. Nowadays, Cunha Vaz Brasil - due to the support from the different professionals who have Public Relations is more mature, stronger and has reinforced its joined us in this creative process. Seven is a lucky number and structure with Brazilian professionals, developed new services, especially resonates with me as my date of birth. Seven also skills while also building up trust through the winning of symbolises cyclical achievements and renewal. The year of 2017 new projects. The journey is long and slow but with Brazilian is undoubtedly proving a period of simultaneous consolidation optimism we will keep going forwards. and growth as well as launching new partnerships. Ever since I set foot in this metropolis that is São Paulo in 2010, Seven years after my arrival in Brazil, there is now a new Portugal I have seen this country rise and fall. I witnessed historical to be discovered, this time by Brazilians. A contemporary and moments that have yet to end. The country unfortunately faces a innovative Portugal that understands both where it comes from new period of instability. I see Brazilians in the streets protesting

radar. We are now experiencing a unique moment of cultural, the world how to organize major events such as the FIFA 2014 artistic and business interchange and have never before mutually World Cup and the Rio 2016Olympic and Paralympic Games. shared so much. The number of Brazilians in Portugal has They know how to get things done and to host the world; that is reached historical record numbers. Indexes such as the number in their blood. of visa requests and home buying by Brazilians have been on the In 2012, when the country was on the rise, in an opinion article I described this land with the sentence “Brazil is the land of the love with Portugal. Future”, in the words of Renato Russo, the charismatic leader The interests of the different Brazilian media in Portugal show of the band Legião Urbana. Even with all the changes and no signs of ceasing with a constant stream of requests. The disappointments that the country has experienced in only the theme of “Portugal” is on the agenda of television channels, seven years since I wrote that article, I still believe in the green

8 and yellow power and future. and also strengthened our press relations and administration For me, Brazil is and always will be the land of the future. In teams. tropical tones, I hope the next seven years brings every success for Cunha Vaz Brasil and for all of our clients and partners. For CLIENTS Brazilians who do not lose their daily hope in a better country. I We are here for them and because of them. This has been hope these events may help turn it into an ever more powerful another year of new conquests, consolidating our client portfolio and stronger world power. Then again, green is the colour of and reinforcing our team with the entrance of new members. hope. All the executed projects and campaigns have enabled us to gain And again playing with numbers, I shall now set out seven ever more expertise and reputation and, therefore, getting the relevant factors for our country and for our company. “The future company acknowledged in the market. in seven”. OFFICES ECONOMY IN BRAZIL Where our human talents share ideas and create strategies. It has been clear that 2017 Is returning a performance better 7KURXJKRXURI½FHVLQ6mR3DXORDQG%UDVtOLD&XQKD9D]%UDVLO than that of 2016 but I believe that the recovery will only deepen ±3XEOLF5HODWLRQVPDQDJHVRI½FHVLQ(XURSHZLWKWKHPLVVLRQ in 2018. Economic reforms are essential for the future stability of promoting Brazil internationally. In September 2017, our of the country. Another important aspect is privatisation. FRPSDQ\ZDVUHVSRQVLEOHIRUWKHRSHQLQJRIDQRWKHURI½FHWKLV Privatisation processes are able to ensure stability and healthy time in Russia, a relevant market and hosting the 2018 World good returns for investors. At the level of service quality, Cup. following privatisations, all Brazilians will be on the winning side. SERVICES Cunha Vaz Brasil – Public Relations follows market trends POLITICS both at the national and the international levels. Our objective I do not wish to go in deep but I cannot fail to reference the is to offer an integrated communication solution, responding LQ¾XHQFHRIWKHSROLWLFDOVFHQDULRRQHFRQRPLFUHFRYHU\DQG WRWKHVSHFL½FQHHGVRIHDFKFOLHQW:HFRPELQHWUDGLWLRQDO therefore to the performance of our company and our clients. In communication tools with more innovative means so as to best this particular moment, I hope every party, which are not that reach our target audiences, always within the framework of a many in number, will work together towards achieving stability well-designed and results focused strategy. as only this can attract national and international investment. COMMUNICATION TOOLS TEAM The new social media players phenomenon also attributes a People are the main asset of our company. We work and engage UHQHZHGLPSRUWDQFHWREORJVDQGRWKHULQ¾XHQFHUV7KHUHDUH in internal adaptations so that there is always a committed and also a number of journalists who have evolved into the category creative team. As I have said before, seven represents a cycle of of opinion makers. They are now part of the responses to the achievement and renewal. Changes are always positive and in huge new mass of readers. I believe their numbers are greater 2017 our team has gone through a number of them. The start of here in Brazil and far more than in Portugal. Working digital 2017 was marked by the arrival of a new board member who took communications and relations with these new niches is essential on the role of chairman in Brazil, we hired a new coordinator irrespective of the respective communications strategy. z

9 CV&A

CV&A AND GRUPO ALBIÓN ARE INSTRUMENTAL FOR A SUCCESSFUL IBERIA - WIDE COMMUNICATION PROGRAMME.

PAGET LANGFORD-HOLT CEO Grupo Albión

THE TRUE ESSENCE OF CORPORATE COMMUNICATIONS

CONSISTENCY, CREDIBILITY, TRUST AND HONESTY SINCE 1991

ince I founded Grupo Albión in Madrid in 1991 with Form, content and meaning have changed to such a degree my business partner Alejandra Moore Mayorga, that it would take rivers of ink to describe; every link in the WKH½HOGRIFRUSRUDWHFRPPXQLFDWLRQVKDVFKDQJHG communications chain, be it traditional – company, media, radically in both form and content. In fact, even research houses, communications agencies, marketing agencies – the scope and meaning of the term have changed. RUQHZFRPHU±EORJJHUVLQ¾XHQFHUVGLJLWDODQDO\VWVHWF±SOXV The socioeconomic context and companies’ every business sector and stakeholder type have all evolved in their communications needs back in 1991 are a far cry from what they own particular way. areS today. In 2016, Grupo Albión celebrated its 25th anniversary. As a Believe it or not, press releases back then were sent to the FRUSRUDWHDQG½QDQFLDOFRPPXQLFDWLRQVDJHQF\ZHKDYHEHHQ newsrooms by post and “attached” images were actually slides. active participants in this transformation. Ours has always been Many will likely not be aware that in the late 1990s, investor an intense, rational and passionate profession that is often relations was still barely even considered a corporate discipline. misconstrued or misunderstood. It is a discipline that has been And what might seem even more incredible is that it was only built on practical experience and, thanks to excellent professionals, possible to see original newswire pieces if you were lucky enough LWKDVSURYHQLWVYDOXHHI½FLHQF\DQGSRWHQWLDO&RPPXQLFDWLRQ to have a computer or the journalist was kind enough to fax it in the broadest sense of the word, has become indispensable for to you or read it aloud over the phone. You might think that the companies and must therefore be managed strategically. position of the communications director has always existed. Adapting effectively to this ever-changing backdrop is, and always However, back then, the person in charge of communication has been, an exciting challenge for us. We have developed new was also responsible for other, often unrelated functions. working models, innovative strategies and new ways to serve our Communication was not even included in the remit of executive clients. Looking back, we are proud of what we have achieved committees. DQGZKHUHZHDUHQRZDVDUHVXOW±ZHDUHSLRQHHUVLQ½QDQFLDO Nowadays companies now present their earnings via Twitter, communications in Spain – and also excited about where we are VWUHDPWKHLUSUHVVFRQIHUHQFHVDQGFUHDWHVSHFL½FDSSVIRUSUHVV going. trips. News now travels at such a speed through the media and However, there is one thing which has never changed and which social networks that any potential impact on the share price is we are especially proud of: our values. All this time, we have held felt instantly. Journalists and analysts are now accessible and fast to the principles that we believe must be unwavering when visible on multiple channels. Companies are exposed to constant delivering corporate communications services. Consistency, judgement on social media and the consequent impact - positive Credibility, Trust and Honesty, all in capital letters and all crucial in or negative - on their brand image; the risk of a crisis is greater. any context, both within our team and with our clients, journalists, Communications activity acts as a protective shield for reputation suppliers and any other third party involved in our work. Grupo and plays such a broad, strategic role that it commands the Albión is the company it is thanks to our clients and the journalists attention of large companies’ Board of Directors. with whom we work; much of what we do involves making their

10 jobs easier. At least, that is how we see it. even less so if you’re expecting good results. Behaviours and perspectives may change – the form, content and We believe that corporate communications will become scope described above –, but the fundamentals that underpin our increasingly sophisticated and include an ever-growing range of profession never do. In fact, they are more crucial and vulnerable functions, higher budgets, larger teams and new responsibilities now than ever before. (we now talk about directors of reputation and intangible assets, Honesty for us means being transparent about what we think and rather than purely communications specialists). what we can achieve. We convey credibility through transparency, :HFRQVLGHUFRUSRUDWHDQG½QDQFLDOFRPPXQLFDWLRQVWREHD sincerity and attention to detail in our work. We build trust with boutique service with a bright future. Grupo Albión has never DEVROXWHUHVSHFWIRUFRQ½GHQWLDOLW\PXWXDOXQGHUVWDQGLQJDQG been so well positioned to participate actively in the next phase of constructive criticism. the sector’s development, which will remain anchored to the best We continuously pursue consistency and raise the alarm when practices. it is absent or at risk. Where’s the sense in a company striving to The current communications landscape is more complex than ever triumph on social media if it doesn’t know how to answer a phone? before, but it is also more encouraging and exciting. There may be ,VLWIDLUIRUDQHPSOR\HHWR½QGRXWDERXWDUHGXQGDQF\SURFHGXUH new ways of doing things, new content and new meanings, but the through the media? Why comment on the launch of a service that underlying values never change. is not ready only to have to backtrack and adversely impact the launch? Sometimes you can’t see the wood for the trees, which is GRUPO ALBIÓN AND CUNHA VAZ & ASSOCIADOS HAVE BEEN why we consider consistency a crucial value that should pervade WORKING TOGETHER IN CORPORATE COMMUNICATION IN every strategy, short or long term, simple or complex. THE IBERIAN REGION FOR OVER 15 YEARS The crisis that began in 2008 led many companies to merge Grupo Albión has over 25 years’ experience in the Spanish market their communications and marketing areas, mostly to save and has been a close partner of Cunha Vaz & Associados since money, but also due to digitalisation and a lack of corporate it was founded in neighbouring Portugal. Together we deliver vision. Communication agencies also started to take on functions seamless communication services across the Iberian Peninsula. that were previously the purview of advertising and marketing Our companies and teams offer two complementary visions and DJHQFLHVZKLFKLQWXUQEHJDQWRVHWXSSUHVVRI½FHGHSDUWPHQWV approaches to meet the ambitious objectives of our clients in Spain This is a natural progression for a sector that has been forced to and Portugal. diversify, but we must all ensure that this progression is moving in Spain and Portugal are two different, yet quite similar markets. the right direction. The unique traits and needs of journalists from both countries The line that separates one discipline from another, including the need to be addressed distinctly and taken into account by PRVWVWUDWHJLFIURPWKHPRVWWDFWLFDOLVLQVRPHFDVHVVR½QHWKDW companies when communicating messages. The strategic, it is not always clear who does what or how and when. This unclear high-level advisory and sophisticated delivery of services by both picture can obviously undermine an agency’s specialisation, which Cunha Vaz & Associados and Grupo Albión are instrumental for a LQUHDOLW\VKRXOGEHLWVGH½QLQJIHDWXUH([SHFWLQJHYHU\RQHWREH successful Iberia-wide communication programme. a master of all trades – be it branded content, digital advertising, :HKDYHH[FHSWLRQDOMRLQWH[SHULHQFHLQWKH½QDQFLDOHQHUJ\ web content, CSR actions, complex digital metrics or the industrial and technology sectors, as well as in crisis situations and communications for a listed company – is simply not possible, and M&A transactions. z

11 CV&A

CV&A AND GRUPO ALBIÓN ARE YOUR PERFECT PARTNERS TO DESIGN COMMUNICATION STRATEGIES IN SPANISH AND PORTUGUESE - SPEAKING AMERICAN MARKETS. DANIEL FEGED CEO Grupo Albión Colombia

COLOMBIA… AN OPPORTUNITY FOR STRATEGIC COMMUNICATION

trategic Communication has taken a different executive’s daily tasks. In Colombia, being well “connected” course in recent years. It has become strategically marks the difference between successful and unsuccessful important on a global scale and is now an companies. For tasks such as strategic relations, the indispensable tool for today’s society and communication revolution has been absolutely fundamental. RUJDQLVDWLRQV7KLVZDVHYLGHQFHGLQ½UVWZRUOG Years ago, the only way corporate executives could highlight nations some years ago, when major corporations someone’s achievement or convey a key message, was to send and companies at the forefront of new technology development a letter by post or deliver the message personally. Nowadays sawS a major opportunity, which they took full advantage of. however, there is a vast array of tools available to optimise Communication, a basic part of human life, has become strategic relations, facilitating this task enormously. A WhatsApp instantaneous thanks to new technology. message can be sent today to generate a positive impact at the These advances have affected countries around the world right time. For more formal messages, email, through which the and transformed individuals and companies’ communication right audience can be reached from anywhere and on any device. strategies. Colombia, although not immediately considered a )RUHI½FLHQWVWUDWHJLFUHODWLRQVLWLVYLWDOWRNQRZZKR\RXQHHG creator of technology, is at the cutting edge of this trend. Over to speak to. Previously, the executive had to do a bit of research time, the Colombian people have adopted these tools. Technology WR½QGRXWZKRRFFXSLHGDFHUWDLQSRVWDQGWKHLUSURIHVVLRQDO now forms a fundamental part of their daily lives at all social and background, among many other things. Executives can now log professional levels. onto their LinkedIn or Facebook accounts and, at the click of a It is clear that not everyone perceives communication and EXWWRQ½QGDOOWKHLQIRUPDWLRQWKH\QHHGLQVWDQWO\ technology in the same way. Each generation has experienced Generation X and Y are those born between 1964 and 1984. the process differently, using technology according to their This generation is now at an important stage in their life when own needs. That is why having a team made up of people from everything is happening: young children, a professional career more than one generation is a competitive advantage for today’s and an active social life. They hold important jobs and have no companies. It allows them to gain insight and different points time for anything! of view about how to communicate and how to reach the right This busy lifestyle has led them to take on board the audience through the correct channels. communication transformation in a very different way compared Baby Boomers include everyone born between 1946 and 1964. to the so-called “Baby Boomers”. They have become exceedingly In most cases, this is the generation in Colombia that is at the demanding thanks to the boundless possibilities at their disposal. helm of the business world. This generation has witnessed the 7KH\LQFUHDVLQJO\QHHGEHWWHUFRQWHQWLQPRUH¾H[LEOHIRUPDWV WUDQVIRUPDWLRQRIFRPPXQLFDWLRQDQGWHFKQRORJ\½UVWKDQG ever faster information and communication media adapted to 7KH\KDYHDGDSWHGWRJHWWKHPRVWIURPLWDQGEHPRUHHI½FLHQW WKLVQHZUHDOLW\$QH[FHOOHQWH[DPSOHLV1HW¾L[DQRQGHPDQG in everything they do. platform that has created better quality content and in formats Communicating with stakeholders is an essential part of an short enough to be suitable for this generation with very little

12 time on its hands. It is important, therefore, to create strategies around these new The format in which news is delivered has also had to adapt to formats rather than trying to reach them via an opinion column the new reality of immediacy demanded by new generations, who in a newspaper they may never read. do not have the time to sit down and read a newspaper or watch It is important to grasp that the only way to obtain a different a full news broadcast. The media has also had to migrate towards result is to change the way you do things. Many people, media and incorporate social media, fully aware that it is easier to access outlets and companies in Colombia have realised that thinking Twitter when you are in a taxi or waiting in a queue to keep up to RXWVLGHWKHER[DGRSWLQJDVWUDWHJLFDSSURDFKDQG½QGLQJZD\V date with what is happening in Colombia and around the world. to reach the target audience is key to increasing visibility and It is also important to highlight that a sizeable number of opinion successful positioning. leaders in Colombia form part of generation X and Y, who look Communication is a fundamental human tool, but Strategic WRUHDFKWKHLUDXGLHQFHVLQWKHPRVWHI½FLHQWPDQQHUSRVVLEOH Communication is much more. Colombia adapted and adopted fully aware of the needs of their generational peers. They have communication to make it part of our daily lives. In a few years, radically changed the way in which they deliver their messages. if not months, actively talking about and executing strategic Millennials are those born between 1984 and 1995 and is one of communication will be commonplace. the primary media audiences. This generation was born in the New techniques, technologies and tools will emerge; some virtual digital age. Their lives fully revolve around the idea of immediacy, and others real, but ultimately communicating strategically will technology and viral web content. mark the difference for your message... And that is why I believe This has led well-known opinion leaders to switch to new types of in “Colombia...an opportunity for Strategic Communication”. media to reach an increasingly demanding public. Even though they continue to write for the print press, many journalists have GRUPO ALBIÓN COLOMBIA AND CUNHA VAZ & become aware of the massive opportunity that lies in media such ASSOCIADOS BRAZIL, STRATEGIC COMMUNICATION FOR A as YouTube to reach younger generations, something that was MARKET OF THE FUTURE thought only Millennials or YouTubers would do. Almost a decade ago, our parent companies in Spain and 0DQ\JHQHUDWLRQ;DQG

13 NEGÓCIOSBANK

“WE WILL WITNESS GREATER CONSOLIDATION IN BANKING IN THE MEDIUM TERM”

INTERVIEW FERNANDO FARIA DE OLIVEIRA PRESIDENT OF THE PORTUGUESE BANKING ASSOCIATION

14 FRANCISCO SALGUEIRO

FERNANDO FARIA DE OLIVEIRA BELIEVES THAT WE WILL WITNESS GREATER CONSOLIDATION IN THE BANKING SECTOR IN THE MEDIUM TERM – BOTH IN PORTUGAL AND IN THE REST OF EUROPE – EITHER THROUGH THE REDUCTION OF ACTIVITIES IN SOME BANKS OR THROUGH MERGERS AND ACQUISITIONS. IN AN INTERVIEW WITH PRÉMIO MAGAZINE, THE PRESIDENT OF APB - THE PORTUGUESE BANKING ASSOCIATION ALSO ANALYSES THE CURRENT SITUATION IN THE BANKING SECTOR IN PORTUGAL AND SETS OUT THE PATH FOR BANKS TO FOLLOW SO AS TO RECOVER BOTH TRUST AND REPTUTATION AS WELL AS DISCUSSING THE CHALLENGES FACING THIS SECTOR.

How would you describe the banking given moment. For example, the situation in Portugal? combination of recession with a change Banks have performed an intense work in the economic development model – of restructuring, reinforcing their from a focus on non-tradable goods and strengths and capacities to respond to services to investing in tradable goods the new banking paradigm stemming – has affected many sectors, such as from a situation created by the global building and construction or real estate and which account for over 40% of the sovereign debt crisis. As a result and in imparities acknowledged by banks as brief: there is already a positive trend in What reasons would you identify for the these markets (such as public works) less positive situations experienced by the practically shut down. The lack of new work ongoing towards a progressive but banking sector in recent years? orders and the fact that, in general, swifter reduction in non-performing The current situation is the result, these companies were already highly loans (NPLs) in some banks with to a great extent, of the legacy of the indebted has left them unable to meet banks now better capitalised and able sovereign debt crisis and the recessive their obligations and thus entering into economic cycle which was both rather default. This is clear evidence. There are liquidity problems). Furthermore, intense and long. Banking provides a obviously other contributory factors: the their business models are now being true mirror of the economy. This means case of the new regulatory requirements refocused in keeping with the new and supervisory framework, which were contexts in which they operate alongside affected – by the differing long term implemented simultaneously to the economic cycles, particularly recessive, Portuguese Adjustment Program and and with its performance to a great which introduced new requirements; operations a number of institutions are now undertaking. development policies in effect at any decade of 2000; the BPN, BES and

15 BANK

“DESPITE THE CURRENT CHALLENGES AND UNCERTAINTIES, WE SHOULD FOCUS ON SEARCHING FOR SOLUTIONS ENABLING BANKS TO SUCCESSFULLY FACE THE FUTURE“

BANIF crises, which left heavy marks highlighting that this new framework strategic changes both in how clients on the reputation of banking in coincided with the enforcement of the interact with banks and in the banking Portugal in addition to a heavy legacy Economic and Financial Adjustment operations themselves. Meanwhile, of costs that the remaining institutions Program and that with Banking in the marketplace, particularly in operating normally in the market now Union implemented at the height of payments but also in ‘shadow banking’, have to bear. recession, leaving national banks in we are witnessing the arrival of new How can banking recover its capital of trust less favourable starting points in terms competitors with a particular emphasis and reinforce its reputation? on ‘Fintech’. These, however, are also Recovering its credibility, vital as this attract capital in comparison with their bank allies and partners in many cases. is for the banking business, requires European counterparts. Meanwhile And we should also add the new model clear improvements in terms of bank and as defended by institutions such of regulation and supervision with governance, the behaviours of both as the European Banking Federation all its relevant adjustment costs and bank managers and their staff (even Commission, we are now working on an requirements. while it is worth highlighting that most eventual recalibration of requirements And how do you see the evolution of bank staff display immaculate ethical Portuguese banking taking into account behaviours), constant improvements of the economy. And we should also these challenges and the times of to the relationship with clients and bear in mind how Banking Union uncertainty we live in? transparency in the promotion of will only ever be completed with the Despite the current challenges and best practices. This has to be the way conclusion of its second pillar, a fully uncertainties, we should focus on the forward. operating Single Resolution Fund, search for solutions enabling banks How would you draw the balance as regards and the third pillar, launching a to successfully face the future. In the adaptation of Portuguese banks to the European Deposits Guarantee System, the medium term, we shall witness new regulatory framework, supervision and which is fundamental to the greater greater consolidation in this sector regulation? mutualisation of risks. either through withdrawing from some The balance is clearly positive. The What are the major challenges for banking banking activities or through mergers responses from banks to the new in the coming years? and acquisitions. The current focus lies framework required great effort Banks are faced with a number of and great means, alongside their challenges but we may “organise them,” simultaneously involves solving the NPL resulting costs, to meet these new into three major themes: the recovery problem), improvements to the capacity demands. In global terms, the new to attract capital, tailoring business framework, particularly the arrival of (essential to attracting investment to models, developing and deepening the Banking Union, holds the major our banking sector), fully adapting to digitalisation and the completion of and meritorious purpose of defending the new European Union regulatory the restructuring processes ongoing in framework and adjusting the operational many banks. system through reinforcing banking and business models to this new Will concentration in this sector be inevitable? solidity and preventing new crises in banking paradigm. In their attempt At the European level, this concentration order meet the new core goal: to fully to return to positive returns, banks will surely occur not only because face heavy conjunctural factors, the there is oversupply, which has to result of a context of negative interest be adjusted to the now declining and safe payment services. And banks, rates and the legacy of sovereign demand, but also because the European despite not yet concluding their debt, particularly NPLs, and as well authorities are themselves encouraging adjustments to the new regulatory as a scarce, albeit growing demand such movements. Take the examples paradigm, are now more solid (with for credit. Digitalisation, which is an of BANIF and Banco Popular. The capital ratios around 50% higher than opportunity, but which also poses some objective is for there to be a banking before the crisis). It is again worth threats, is quickly introducing drastic system with pan-European banks,

16 PROFILE

FERNANDO MANUEL BARBOSA FARIA DE OLIVEIRA, AGED 76, MARRIED AND FATHER OF THREE. BORN IN LISBON, HE GRADUATED IN MECHANICAL ENGINEERING AT THE LISBON HIGHER TECHNICAL INSTITUTE IN 1965. HE IS CURRENTLY PRESIDENT OF THE PORTUGUESE BANKING ASSOCIATION (APB), A POSITION HELD SINCE 2012, A MEMBER OF THE BOARD OF THE EUROPEAN BANKING FEDERATION, OF THE ADVISORY BOARDS OF THE BANK OF PORTUGAL AND OF THE CMVM. FARIA DE OLIVEIRA WAS CHAIRMAN OF THE CAIXA GERAL DE DEPÓSITOS BOARD OF DIRECTORS (2008-2011), MINISTER OF COMMERCE AND TOURISM (1990-1995), JOINT SECRETARY OF STATE AND OF FINANCE (1989-1990) AND SECRETARY OF STATE OF FINANCE AND TREASURY (1988-1989). HE IS VISITING PROFESSOR AT IESF - THE INSTITUTE OF HIGHER FINANCIAL AND FISCAL STUDIES. HE HAS RECEIVED A NUMBER OF NATIONAL AND INTERNATIONAL AWARDS AND WAS MADE “PERSONALITY OF THE YEAR” BY THE PORTUGUESE CHAMBER OF COMMERCE IN BRAZIL (SÃO PAULO) IN 2009, AND BY THE PORTGUESE-BRAZILIAN CHAMBER OF COMMERCE AND INDUSTRY (LISBON) IN 2012.

regional banks (for example in the in the USA, banks are by far the major still a long way to go. Portugal is no Iberian space) and national banks (more exception and for that reason, work in akin to offer banking services closer recent years of recession have brought to the population). In Portugal, it is about the need for individual citizens, be continued and the banking sector private companies and the state to has a fundamental role in this area. The of certainty. There is currently some all reduce their levels of leverage to work developed by banks, directly and overcapacity which leads to the need for preferably lower levels. However, given through the APB, and by the supervisors consolidation but this in turn requires both capital and synergies. Such in the transformation of savings into Portugal, the CMVM (the Portuguese operations may appear: our banking securities and exchange commission) system is only moderately concentrated play a fundamental role in supporting and the ASF seeks precisely to improve and there is strong competition. One the economy. additional remark: technological There is a growing need for families to young people as one of the fundamental increase their saving levels. What is the role engines that may enable deep changes trends more into the future. of banking as regards these challenge? Should in society and profound changes What is the current and future role of in behaviour. It is in everybody’s banking in supporting the economy and the The picture as regards developed interest that we have better informed growth of the country? countries – drawn particularly by the citizens. In this respect, awareness as In Portugal, as in the rest of Europe and OECD – shows that, as regards the to the importance of savings habits is contrary to what happens, for example, absolutely fundamental. z

17 REVIEW

CATALONIA: THE HISTORY OF A COUNTRY DENIED

THE MOST RECENT OUTBURST IN THE CONFLICT BETWEEN SPAIN AND CATALONIA, CONTRARY TO WHAT

MIGHT BE IMAGINED, HAS HISTORICAL ROOTS, INDEED, ROOTS OLDER THAN THE ACTUAL FORMATION OF

SPAIN AS A NATION-STATE, NOW STRUCTURED AS A CONSTITUTIONAL PARLIAMENTARY MONARCHY. IN ORDER

TO UNDERSTAND THE REASONS FOR THE SPLIT BETWEEN MADRID AND BARCELONA, THE MAIN CITIES IN THIS

POLARISATION, WE NEED A HISTORICAL RETROSPECTIVE OF THIS CONFLICT.

he geostrategic location of From the Iberian peoples to the great Catalonia lies at the origins empires of its own history and the This correspondingly constitutes the history of its differentiation reality of the Iberian Peninsula through with the other peoples of the Iberian Peninsula. Greece, then the world’s undisputed Heading back into the dawn of human superpower. They arrived on the peninsula T precisely through Catalonia, settling in not have any mutual interconnections, Ampurias, a city they founded in 575 hence these times perhaps represent the B.C. and whose ruins still stand today. period when the peninsula, even at the Arriving primarily from Phocaea, the pinnacle of its own isolation, experienced Greek legacy survives in the form of the CARLOS RENATO TEIXEIRA the greatest level of territorial unity. The archaeological remains found in Spain, Iberian peoples, even without any means particularly strong in areas surrounding of communication, common language or port entranceways pretty much across all any other type of administrative structures, of Catalonia, with a particular incidence in did at that time have truly similar natures, the province of Girona, in the comarca of whether in terms of the way they organised Alt Empordà, bordering naturally upon the themselves in groups or what we know Mediterranean coastline. The mountainous about their respective styles of life. layout of the Pyrenees made the sea the

18 only open border and connection to the other constructions, all based upon be occupied by the Visigoths, who invaded Mediterranean and, in contrast to the from the north of Europe and took over Atlantic means of access to the rest of the and correspondingly expanding out of control of the entire peninsula throughout peninsula, would also prove determinant to Ampurias. The Romans stayed in these three centuries prior to the arrival of developments in the history of this region. lands for double the length of time of the Moors from northern Africa. In a Arriving with the Greeks was the the Greeks and over the course of seven short period of time, this Arabian people commercial trading activities that centuries of occupying the region founded occupied all of the peninsula, however, both began to turn the Mediterranean into the major cities of contemporary Catalonia: the Asturias, for geographic reasons, and what would over time become a region Gironda, today Girona; Barcina, today generally for the entire region of Catalonia, with intense ongoing trading activities, Barcelona; Tarraco, today Tarragona. put up great resistance and would only deeply intertwined with the economic The means of communication established be conquered and settled at a later date development of Europe. This is the period through the building of cobbled roads and and were more swiftly taken during the when the still primitive Iberian peoples bridges played a fundamental role not Christian re-conquest, thus reinforcing began setting down roots anchored in only in the development of commercial bonds and the local regional identity. the production of wine, cereals and olive exchanges but also in bringing about oil, which served not only for their own bonds, hitherto impossible, between the From internal prosperity to war with the consumption but also as the means for peoples residing in the different counties. Moors trading and subsequently leveraged by the With the advance of the Frank Empire from the road network that spanned the of Charles the Great, the re-conquest of Two centuries on from the arrival of Catalan region that also served as a tool for Catalonia from the Moors came about in the Greeks, in 318 B.C., there came the standardising the language, Latin, which what would later become known as the Romans and thus the advent of the great would become the foundation for the March on Barcelona. As the Franks and engineering skills that had already been development of Catalan. Charles the Great also had other priorities, consolidated in this period. They went In the 5th century, faced with the decadence they did not take on the ruling of Catalonia, onto build roads, bridges and various of the Roman Empire, the territory would instead preferring to nominate local lords

19 REVIEW

and mapping and distributing the regions around the major cities. This implemented the own autonomous institutions even if closely The ﬁrst institutions and codes of Catalonia members of society. linked to the Frank Empire. In this period of great development, the old In the late 15th century, the entire kingdom This process nevertheless only took place in Usatges underwent development that gave of Spain experienced substantial change the northern half of Catalonia, that which way to more rules and institutions. There with the consolidation of the Kingdom of adjoins the border with contemporary France, came the “Concell de Cents”, the “Corts Castile and the Kingdom of Navarra, which, with the southern section under the rule of the Generals”, the “Consulat del Mar”, and, a in sum, followed in the earlier footsteps Moors for a longer period of time. In northern few decades later but already into the 14th of the Catalan County. That which today Catalonia, the different counties developed century, the Generalitat, an embryonic constitutes the greatest obstacle to the connections between each other, not only form of autonomous government, which independence of Catalonia, as we now family based through marriage but also in has become such a common reference other dimensions of life in society, including history as a project of state. That is, if we commercial exchanges, political treaties, the Catalan autonomous government and only reach back as far as the March on among other aspects to the administrative the central government of Madrid. Barcelona to date the original appearance management of the “Catalan countries”. It is With the advent of the 15th century, internal of Catalan national feeling. at this point in time that Barcelona emerged as tensions grew despite ongoing external The times were only to become more the great metropolis for the region following its selection by the different countries as the commercial bourgeois and peasants marriage of Ferdinand, King of Aragon, seat to host the institutions designed for the worsened and requiring the king to step and Isabella, Princess of Castile, which shared ruling of these territories. in and mediate in a process that ended established a situation of two kingdoms With the progressive decline of the Frank up guaranteeing some progress in the with the same monarchs. Certainly, Empire, Catalonia shed its bonds and living standards of the most disadvantaged each kingdom was to initially retain strengthened the administrative mechanisms that had already begun development as well as bring together the codes and social customs of the region, an embryonic form of a future Civil Code of Catalonia. with the weakening of the Moorish Empire, Ramon Berenger IV, the Count of Barcelona, married the Princess of Aragon to form the kingdom of Aragon and Catalonia even while the languages, rules and systems remained autonomous of each other. The 13th century saw the beginning of an expansionist period with the Kingdom of Aragon and Catalonia attempting unsuccessfully to advance through the Pyrenees before Pedro I, the conquistador, marched southwards and defeated the Moors in the region of Valencia and the Balearic islands, rendering the Catalonia of this period one of the great commercial and trading powers of Europe.

20 THE SELF-DECLARED ANTHEM OF CATALONIA Els Segadors its own language and institutions and while the latter, with more arguments to Catalunya triomfant, system of governance, something that convince the Catalans, gave a guarantee not tornarà a ser rica i plena. was strengthened by the development of only to maintain the existing autonomous Endarrera aquesta gent two distinct expansionist strategies. The institutions but indeed to strengthen them. tan ufana i tan superba. Kingdom of Castile embarked on the On 11 September 1714, a date on which Bon cop de falç! Atlantic expansion, advancing towards today is celebrated the National Day of Bon cop de falç, defensors de la terra! South America, while the Kingdom of Catalonia, the House of Hapsburg and Bon cop de falç! Aragon and Catalonia headed towards the Catalans lost the war and, following Ara és hora, segadors. Europe, occupying Sardinia, Sicily and the fall of Barcelona, all traces of the Ara és hora d’estar alerta. Naples. Furthermore, with the 17th century Catalan identity are destroyed or abolished, Per quan vingui un altre juny, and its Thirty Year War, the Count Duke of including the language which was subject to esmolem ben bé les eines. Olivares, the right hand man to the then Bon cop de falç! king, to gain greater means and capacity Catalonia was totally dependent on Madrid. Bon cop de falç, defensors de la terra! With the 19th century and the industrial Bon cop de falç! centralise all of the Iberian kingdoms, revolution, Catalonia again turned in a Que tremoli l’enemic, occupying Portugal for three generations performance above the average prevailing en veient la nostra ensenya. and unifying by force and strength the across the peninsula, whether in the Com fem caure espigues d’or, three kingdoms that today make up Spain. industrial, agricultural or commercial quan convé seguem cadenes. This is the time of the well-known war of sectors, with such success again Bon cop de falç! the Segadores (Reapers’ War), an uprising stimulating a sense of national identity Bon cop de falç, defensors de la terra! of the Catalan peasantry against the king and now with its social basis not only Bon cop de falç!” that would last for over a decade and that incorporating rural workers but also the still today provides a reference point in industrial proletariat. This marked the (TRANSLATION) the self-declared anthem of the Catalan emergence of Catalanism as a political The Reapers (translation into English) republic, the Segadores. This rebellion movement. With the Carlist wars, that Catalonia triumphant also did bring some conquests, especially pitched Queen Isabel against the brother shall again be rich and bountiful. and most importantly for those rebelling: of the deceased monarch in the Bourbon Drive away these people, maintaining the statute of autonomy of lineage, the Catalans again took the side of Who are so conceited and so arrogant. the Catalan institutions and avoiding whoever would guarantee their autonomy Chorus: assimilation by Castile. Strike with your sickle! of Carlos. However, the Carlists were to Strike with your sickle, defenders of the Uniﬁcation by force lose and once again leaving the Catalans land! In the 18th century, despite the already stripped of their autonomy and dependent Strike with your sickle! many centuries defending their own on Madrid. Now is the time, reapers. institutions and autonomy, the Catalans Now is the time to stand alert. would lose everything in the War of From the Republic to Franco For when another June comes, Succession. The then king, Charles II, died Despite these successive defeats, with Let us sharpen our tools well. the declaration of the Republic of Spain Chorus to dispute the succession. in the early 20th century, the autonomy May the enemy tremble, In the dispute between the House of aspirations received recognition by the new upon seeing our symbol. Bourbon and the House of Hapsburg, the regime in 1932, which enacted the “Estatut Just as we cut golden ears of wheat, former was more centralist and defended when the time calls we cut off chains. strengthening the unity of the peninsula Constitution of the Catalan Republic. Chorus

21 REVIEW

This act, however, would only remain in an illegal process while Catalonia accused autonomous regional elections, held early effect until the 1936 arrival of Franco, when Madrid of having sabotaged a popular in a process in which, even before the he crushed the Republic and led a fascist consultation through recourse to force results come out, the capital is a partially dictatorship, anchored on the Falange and deeming the result of the referendum a winner as the overwhelming majority of and that was to last four decades, through entirely legitimate. One week on from Catalan political parties have announced to 1975. With Franco, the prohibition the referendum, the regional president they shall participate. and repression of the Catalan language declared the suspension of independence From the Catalonia side, there are efforts returned along with the suspension of in order to open a period of negotiation but to take the path that had not been the all the mechanisms striving for national with Madrid in the meanwhile triggering previous option and at the international identity and, correspondingly, with all of article 155 suspending the autonomous the government administration returning institutions, rendering the government place of exile by Puigdemont is hardly into the hands of Madrid. With the death illegal and seeking to arrest a number of its innocent – so that there might be countries of Franco and the beginning of a transition members. On the other side, Puigdemont beyond Corsica, Scotland and Venezuela to democracy, autonomy was recovered, especially through the free election of autonomous governments that nevertheless lack the power of decision over whether or not to opt for independence, an act considered by Madrid as equivalent to the end of Spain. However, there was also the return of the Generalitat, the Estatut d’Autonomia, a factor the Catalans throughout the

The conﬂict in modernity With the 21st century came successive economic crises, the series of corruption scandals in central government and the rise in the tax burden on Catalonia that all did much to harm the capacity of Madrid and formed inclusively, took up exile in Brussels where recognising its legitimacy. Furthermore, a ‘cocktail’ of reasons that led to a new pro- he remains at the time of writing. and in parallel, there is the need to independence wave that rose to its pinnacle guarantee a majority of pro-independence “The optimism of freewill or scepticism of members of parliament following the On 1 October, following pro-independence reason?” autonomous elections called by Madrid, parties, from the right to the left, having The sentence comes from the essayist able to engage in campaigning for another attained a majority, the Puigdemont Romain Rolland and closely suits one referendum process. government, a coalition of parties from way of considering the next period in this With the terrain clearly tilting in favour the Catalan right and left wings, organised of Spain, Catalan independence shall a referendum, which Madrid deemed Barcelona or Madrid. Without venturing probably experience another defeat in illegal, in which 2,286,217 citizens any risky, sweeping prognoses, the truth the latest round of this centuries old voted of whom 90% opted in favour is that the facts placed on the table in confrontation. However, just as victory of independence against a backdrop of themselves reveal there are few feasible shall probably go to the unity of Spain, both sides exchanging allegations over scenarios. there is also certainty that independence the legitimacy of the referendum. Spain From the Madrid side, all the cards tensions shall remain a reality on the declared there was the coercion of voters in are placed on the outcome of the next political chessboard of Spain. z

22 53 FOCUS

FROM THE POWER OF WOMEN TO WOMEN IN POWER

HELOÍSAÍ APOLÓNIAÓ OEIRAS (VERDES)

ASSUNÇÃO CRISTAS LISBOA (CDS)

WOMEN ON

LUÍSAÍ MARIA NEVES SALGUEIRO MATOSINHOS (PS) THE PODIUM CARLA NUNES TAVARES AMADORA (PS)

INÊS DE MEDEIROS ALMADA (PS)

JOANA MORTÁGUA ALMADA (BE)

24 THE PARTICIPATION OF WOMEN IS A CLASSICAL ODYSSEY OUT OF WHICH WE SEEK TO CONVEY A BRIEF

RETROSPECTIVE PORTRAIT, TO REACH FROM CLASSICAL TIMES TO THE PRESENT, TRACING THE PROFILES OF

SOME OF THE WOMEN WHO, VARYING IN AGE, FROM THE LEFT TO THE RIGHT IN POLITICS, FROM THE NORTH TO

THE SOUTH IN GEOGRAPHY, HAVE A ROLE IN LOCAL POWER, IN PARLIAMENT OR IN GOVERNMENT.

win, in New Zealand, the right to vote for women. Prior to this, irrespective of the records of matriarchal societies where, despite the vote still remaining a mirage, women were recognised as holding decision making powers by other mechanisms, however, whenever the vote appeared in history, it was only exercised by man and always destined for the election of men. he chance of gender Even under Athenian democracy, there equality in the management were only rare, where not mythological of something public is a examples, such as the women of Attiki in centuries old aspiration the times of King Cecrop I, of when women but really only from the were able to vote. There were women with philosophical point of power in classical times but names such view. In order to encounter the origins of as Cleopatra provide the exception that thoseA who, in a political-philosophic essay, raised such a hypothesis then we have the different types of patriarchal societies to reach back many centuries all the way in which women were limited to domestic to Ancient Greece and more precisely to labour or agricultural tasks while men held the philosopher Protagoras of Abdera, in onto a monopoly over the management of almost 500 B.C. The prospect may well have public life. From winning the right to vote in New Zealand through to 1948, the date of this period as they were expounded by of the signing of the Universal Declaration CARLOS RENATO TEIXEIRA enjoy on mass the pleasures of leisure and time an overwhelming majority of nations political discussion, managing households committed to the idea of the “universal and small family businesses even if not exercising full and equal rights and powers. struggle by female and male suffragists However, despite the historical precedent reaped greater rewards than entire centuries of history in which advances had only to await Kate Sheppard, in 1893, just 124 ever been residual, partial and tardy. One

25 FOCUS

example that still remains today would Beatriz Ângelo was a head of family after practice such changes were not automatic be Saudi Arabia where, despite legislative having been widowed and “heads of family” and while the problem may have been changes in 2015, the right of females resolved in terms of the right to vote, the to vote is still restricted by a set of rules fact demonstrates how the participation of that prevent it being universal. However, vote. However, as a consequence of this women has been a slow process and still irrespective of the uneven levels of progress, episode, and as from 1913, the law became highly unbalanced. Despite making up in truth, in a little over a century, there around 50% of the active population, only have been more advances than in many of once has there been a female President of the previous centuries put together and it “male in gender heads of family”. With the the Republic and the percentage of women would eventually have been unthinkable for in parliament, in terms of the decades of a historian from the last century to grasp in the wake of the coup carried out on 28 the 70s, 80s and 90s, the presence rose the changes that would see women such as May 1926, the vote was extended to “heads only to 6.9%, 7% and 10.5% respectively. Angela Merkel lead nations like Germany of family widowed, divorced or judicially Furthermore, only in the last legislature did separated and having family in their care, institution such as the IMF. In Portugal, and those women married but with their over the Assembly of the Republic. These Carolina Beatriz Ângelo made recourse to husbands absent in the colonies or abroad”. numbers reveal that there is still much ground to be covered and that we shall in post-25th April revolution Portugal, on certainly also reach new levels of female woman to exercise this right nationally but 15 November 1974, that the right to vote representation in local power, in parliament in doing so provoked a backlash from an became universal without any restriction or in government, so that we have a more already Republican but still overly patriarchal other than adulthood. With democracy came equal society in terms of the rights of society to allow the vote for women. Carolina change to the legislative restraints even if in women and men. z

PROFILES

AMADORA LISBOA CARLA NUNES TAVARES ASSUNÇÃO CRISTAS PS CDS

Born on 15 August 1970, Carla Nunes Tavares graduated in Aged 42, she was born in Angola, in Luanda, on 28 September 1974. Management from Lisbon’s Autónoma University and is a Financial Her complete name is Maria de Assunção Oliveira Cristas Machado Technician/Accountant by profession. From the outset, she engaged da Graça, but her “campaigning name” is Assunção Cristas, which in political activities having held the positions of member of the she adopted late but just as she began her meteoric rise in political Reboleira Parish Assembly between 1993 and 1997, member of life. She joined the CDS in 2007 and was Minister of Agriculture the Amadora Municipal Assembly between 1998 and 2002, and and the Sea between 2011 and 2015 and currently leads the CDS-PP a Member of Parliament in the 8th Legislature between 1999 and party, a role held since 13 March 2016. She graduated in Law from the 2002. She was councillor and vice-president of Amadora Municipal Faculty of Law, University of Lisbon in 1997, is married and has four Council between 2002 and 2013, where she held roles in the fields of children. In January 2013, on learning of her pregnancy, she became education, sport, youth, social development, human resources and the first woman in Portugal to be with child while holding the office of finances. She has also served as President of the Aveiro Federative minister. Took CDS to the best result ever in Lisbon. Department of Socialist Women. She has been President of Amadora Municipal Council since 21 October 2013.

26 ALMADA ALMADA JOANA MORTÁGUA INÊS DE MEDEIROS BE PS

Born in Alvito in 1986, she is among the youngest candidates for the Inês de Medeiros, aged 49, is an actress by profession and currently office of Municipal Council President nationwide. Daughter of Camilo serves as vice-president of INATEL. Inês de Medeiros began her de Mortágua, a founding member of Luar and twin sister to the MP political life when she publicly backed Jorge Sampaio in his first Mariana Mortágua, she began her political activities at a young age in campaign for the Presidency of the Republic and simultaneously to movements dedicated to the defence of human rights and the rights her high profile national and international acting career. In 2009, of women. A student activist, she joined the BE at the age of 18, where Inês de Medeiros ran as a PS candidate for the European Parliament she was a lead member of the campaign for the decriminalisation of and again stood on the Socialist electoral list for the parliamentary abortion entitled the Youth Movement for YES. Head of the electoral elections in the same year. On getting elected, a position she held until list for Évora in the 2009 parliamentary elections, she has already 2015, she stood out for her defence of Culture. She also served on the been backed by her party in the 2013. She was now elected councilor parliamentary commissions for Education, Science, Culture, Social of the BE in the Municipality of Almada. Security, Employment, Ethics, Citizenship and Communications. It was one of the surprises of the last municipal elections when won the the historical bastion of CDU.

MATOSINHOS OEIRAS LUÍSA MARIA NEVES SALGUEIRO HELOÍSA APOLÓNIA PS VERDES

Luísa Maria Neves Salgueiro, aged 49, born in São Mamede de Infesta, Heloísa Augusta Baião de Brito Apolónia, of the Verdes (Greens), ran with PS for the Council where she has always belonged, Matosinhos. aged 48, was a candidate in the last elections for the Oeiras Municipal Married and mother of a daughter, Luísa Salgueiro graduated in Law and Council. Born in Barreiro, Heloísa Apolónia graduated in Law but from took a post-graduate qualification in Environmental Law. a young age turned her political activities into the reason she gained She arrived in politics after a period as a juridical consultant and having fame nationwide due to her successive election as an MP throughout previously been elected to the Parliament Assembly in 2005 on the Oporto the last seven legislatures. Electoral List, she was councillor of Matosinhos Municipal Council and One of her priorities has been the national afﬁrmation of the ecological responsible for Social Action, Housing, Health and Youth. In parliament, agenda, a concern held since her adolescence, a time when she she became a vice-president of the Socialist Party Parliamentary Group and participated in campaigns against nuclear energy. took up roles on the parliamentary commissions in the fields of Health, Having made contributions in areas above all connected with Employment and Social Security. On the margins of national politics, Luísa ecology, this theme does not exhaust her parliament activities having Salgueiro also holds international experience with the particular highlight sat on the Commission for Constitutional Affairs, Rights, Liberties of having been the first woman to take on a management role at NATO, and Guarantees, the Economy and Public Works Commission, the having also served as vice-president of the Energy and Environment Security Agriculture and Sea Commission, the Education, Science and Culture Commission, one of the five parliamentary commissions run by the Alliance, Commission, the Health Commission and the Environment, Land which handles core issues such as matters interrelated with bioterrorism and Planning and Local Government Commission. future energy sector development. Deputy in the Republic Assembly and town councilor elected by the In the social field, she has played leading roles in social organisations Oeiras Municipal Council. such as, and for example, the MAIS Association – (Matosinhos Supports Social Inclusion), AIDEMA (Association for the Integrated Development of Matosinhos) and the Commission of Child and Youth Protection. She was one of the suprises in the last municipal elections.

27 BUSINESS

A TOUR AROUND PLANET RONALDO

28 JOÃO BÉNARD GARCIA

THE LIFE AND UNIVERSE OF CR7 IS A MIX OF HARD WORK, AMBITION, MOTIVATION AND ACHIEVEMENTS. BUT

ALSO OF STRATOSPHERIC REVENUES, CONTROVERSIES, CURIOSITY AND BRANDS QUEUING TO HAVE HIM AS THEIR

AMBASSADOR. RONALDO KNOWS THAT IN A COUPLE OF YEARS HE WILL HAVE TO HAND OVER THE TITLE TO

ANOTHER PLAYER, BUT HE DOES NOT GIVE UP THE FIGHT AND DOES HIS BEST TO REMAIN ON TOP OF THE GAME.

HE WANTS REACH SEVEN GOLD BALLS IN HIS SHELF AND TO SEVEN CHILDREN IN HIS LAP. HE KEEPS TRAINING…

want to conquer seven gold balls and to have seven children”. “ This ambitious goal set by football player Cristiano Reinaldo, aged 32, seems megalomaniac, but it is not. The name and image of Cristiano Ronaldo, which increasingly falls under the planetary acronym CR7, are two faces of a powerful marketing machine making hundreds of millions euros relentlessly every year in assorted businesses. IThe CR7 brand drags a legion of hundreds of millions of faithful and attentive followers in the social media. The name Ronaldo generates curiosity, passion and hate all over the world. First and foremost, the acronym CR7 stirs the adrenaline on the stadium stands when he dribbles opponents and scores goals. And what goals! 616 goals scored already throughout his career, most of them with a great deal of mastery, strength and stratospheric speed. Outside the four lines, the private life of Cristiano, and of his family for the sake of it, could be the object of an appealing reality show, full of ordeals and controversy. It contains all ingredients for success: from the tax evasion accusations by the Spanish government to the alleged existence of offshore accounts, millionaire spending with cars, holiday and luxury shopping, but also discrete assistance to people in need, controversy around the CRISTIANO RONALDO WITH HUGO AVEIRO life of his mother and brothers, a pint here and there of supposed sex scandals and also his children, most of them born by resorting RONALDO DOES NOT WANT TO BE JUST “THAT MACHINE” to surrogacy via mothers whose names remain unknown. Ronaldo is just a dreamer, born poor in the Island of Madeira with Amidst the turmoil of sensationalist news, the birth under normal the gift to play football, a skill he improved with a great deal of circumstances of a daughter from a known mother fed pages and work. He deprived himself from normal kids’ games at the end of pages of newspapers, illustrated miles of magazine pages and made this childhood and he abstained from a number of pleasures as a the headlights in a television news services around the world. teenager in order to reach the top.

29 BUSINESS

The planetary star – who knows and struggles every year to more children to reach his personal goal of seven descendants. maintain the status of best player in the world – is known for being Focused as he is, this objective will be perfectly tangible for this 32 year old boy from Madeira. he often regrets the fact that he often considered just a machine: STRATOSPHERIC FIGURES THAT LEAVE US SPEECHLESS If the objective of being the father of seven seems easy to reach for Argentinian Georgina Rodriguez, aged 23, the stereotype of ar) woman he was looking for. In less than a year the life of the best does depend on him but rather on his work, motivation and also player in the world changed radically. And it would be ultimately on the votes of the members of the jury of FIFA (The International with her that he chose to have a child, born recently and whom he Football Federation). called Alana Martina. After having conquered the world with his sports capacities, involved beyond imagination for most people. After having left the Ronaldo found humanity and became more mature and a family Portuguese club Sporting Clube de Portugal (SCP) and moving father. As he grows up his family becomes increasingly this star´s upon payment of a 15 million euros fee (the most expensive at the safe haven in bad and good moments. time paid for an 18 year-old player) to Manchester United, Cristiano For seven years, CR7 relied on the exclusive presence of Cristiano Ronaldo amassed and increased his fortune exponentially since Junior in every occasion but suddenly, in less than a year, four new then. elements joined the family. Georgina is since September 2016 CR7 expanded horizons and became transversal to all continents. his girlfriend and whom this football player tenderly calls “Gio” We just need to make a simple test: search the name Cristiano or “Bebecita” (“little baby” in English). In June the clan received, e directly from a surrogate mother, the twins Mateo and Eva now that come up – 50.300.000 text and image entries on this player. joined by Alana Martina, “Gio’s” baby who became famous even The numbers involved do not cease to surprise us. before she was born in the morning of November 12. CR7 has 121 million followers on Facebook (the team he represents, Real de Madrid, has only 103.5 million followers). More

30 than 49 million follow what he publishes on Twitter. 85 million people watch the pictures and texts he posts on his personal and professional pages on Instagram. Around 650 thousand followers of this star have already subscribed his YouTube channel where he has 10 million views on average. According to data compiled by the renowned Forbes magazine, between July 2015 and July 2016 alone Cristiano Ronaldo image featured in 255 brand promotions and translated in that short period of time in a valuation of 155 million euros for these brands. The salary of this player leaves any common mortal on the verge of apoplexy. Ronaldo renewed his contract with Real de Madrid until 2021 and managed to make sure he will receive 23.4 million euros a year, something like 1.9 million euros per month, around 480 thousand euros per week, 69 thousand euros a day, 2875 euros per hour, 48 euros per minute, and just out of curiosity 0.80 euros per second. As he believes he will be playing until the age of 40, that is, until 2025, the numbers do not stop here….

HOW CR7 MADE HIS WEALTH IN LESS THAN 14 YEARS In less than 14 years the boy with spots in the face and blond strands who stood out in a friendly game with Manchester United – a game for the occasion of the opening of the new Alvalade stadium in Lisbon, and which the resident club Sporting won for o a fashion and lifestyle icon. Even if the dream of putting his football shoes aside only at the age of 40 does not happen for physical reasons, investments made by this player in recent years with the support of his agent’s team, Jorge Mendes, the mentor of Gestifute and Polaris Sports, would be enough to ensure him a golden pension and even an steady income for his, for now, four children. Amidst contracts with world brands, a hotel chain created in partnership with Grupo Pestana, two discotheques where he has a share, fashion businesses, applications for mobile phones and games or management of social media, the CR7 portfolio is a lucrative octopus and his personal wealth broadly in excess of 210 million euros. The “Goal Rich List” estimated that in 2015 the fortune of Cristiano Ronaldo had already ensured him the post of wealthiest football player. One year after Forbes magazine announced that CR7 had been the best paid sportsman in 2016, with a total of 77 million euros among salaries, bonuses and 28 million euros in advertising and image rights. Long gone are the times when Ronaldo made 1500 euros per month playing for the Lisbon club Sporting Club de Portugal , taking a substantial amount from his salary to send to his relatives in Madeira island. In less than two years Cristiano, aged 20 only and living in English soil, was making two million euros per year

A MAGNET EVERY BRAND WANTS As he began standing out in the English Premier League, being compared with his idol David Beckham, Ronaldo began also

31 BUSINESS

working his image and creating his own brand. His media Toyota, Emirates, Castrol, Samsung, Soccerade, Emporio Armani, coverage was huge and advertising contracts kept appearing thus Konami, the now extinct Banco Espirito Santo, KFC, Tag Heuer or feeding his bank account substantially. Linic. When he arrived at Santiago Bernabeu stadium in 2009 this Aside from lending his image to other people’s brands, Cristiano player’s merchandising was worth as much as the contract he had Ronaldo decided to invest also in the world of fashion and just signed with the Madrid sports club upon payment of a 94 technology. He launched CR7 Underwear socks and boxers, million euros fee by Real Madrid, the biggest ever at the time in created the CR7 shirts, launched a perfume to his liking named the world of football. Legacy, a line of CR7 Denim and had a model of Long John sports Besides being the sales champion of Real Madrid shirts, Ronaldo pants designed just for him. Cristiano Ronaldo reads everything signed a number of advertising contracts and became the face of that is written about him and is well are of the fact that Forbes brands like Nike, which pays him 11 million euros per year, Altice published an academic study that puts him at number eight (former-MEO) which renders him an annual cheque of three among the world’s wealthiest sportsmen, one step close to become million euros, Herbalife, Clear Paris Shampoo, Sacoor Brothers, the seventh, his lucky number. And we may be almost sure he will Poker Stars, Tag Heuer, XTrade or the Abbot laboratory or even strive to get there. z

• Bravo Award - 2004 • English Championship top scorer - 2007/2008 • Champions League top scorer - 2007/2008, 2012/2013, 2013/2014, 2014/2015, 2015/2016 e 2016/2017 • Golden Shoe - 2007/2008, 2010/2011, 2013/2014 e 2014/2015 • France Football Ballon d’Or - 2008, 2013, 2014, 2016 e 2017 PERSONAL • La Liga top scorer - 2010/2011, 2013/2014 e 2014/15 • MVP (Most Valuable Player) - 2012/2013 AWARDS • La Liga best player - 2013/14 • UEFA best player in Europe - 2013/2014, 2015/2016 e 2016/2017 • National Football Team top scorer (79 golos) • Real Madrid top scorer (412 golos) • European Cup top scorer (103 golos) • Champions League top scorer (111 golos)

32 AN ENTREPRENEUR WITH THE “MIDAS TOUCH”

Cristiano Ronaldo is not only clever in terms BranditNext, a multimedia company offering of tactics and game strategy. The winger of software, design and video services. Real Madrid knows that the good rating of his image in the advertising market will not be there forever and that’s why he has does his best to ensure a smooth future for himself. He recently launched two hotels in partnership with the Portuguese Grupo Pestana — one in Lisbon and another in Madeira, the island where he was born – and he plans to open a hotel in Madrid and another in New York. In his hometown he opened a CR7 Museum, paid for the placement of a statue with his image and the regional government baptised the airport of the Island with his name, something unprecedented in Portugal for a living public ﬁgure. Ronaldo is grateful for the homages but does not rest on insignias or ordinances. And that is why he is investing more and more – and in a diversiﬁed manner – in leisure businesses. He has a share in discotheques like Seven in the Algarve or Place, in Lisbon; he invested also in technological applications for smartphones by the brand Mobitto, VMS Communications and

CULTIVATING THE BODY AND LEADING A HEALTHY LIFESTYLE….BUT AT HIGH SPEED

Cristiano Ronaldo shows his muscles in the social media, cultivated to a great extend thanks to intensive training. This player is obsessed by good physical shape and an orderly life without vices like cigarettes, alcohol or drugs, without excessive nights out and doing his best as sleep and eating habits. That is why, at the age of 32 he does not fear the downward curve of most professional football players who, at the ages of 34 and 35 years, end up putting the football shoes aside and abandon the sports ﬁelds. Just look at the body of Ronaldo to see that he is still an athlete with high potential. He submits himself regularly to strength training, muscle gain, quick force and power training and he is at the height of his physical capacity. Furthermore, Cristiano Ronaldo does not hide the toys he likes to pamper himself with and the fact that one of his main passions are high power cars. And when it comes to choosing one he will go for beautiful, fast and rare cars. In 2017 alone the Portuguese player accumulated 20 racing cars in his garage and has one for every taste and occasion. His last acquisition was a powerful and rare Bugatti Chiron that costed him 2.54 million euros.

3333 BUSINESS

· CORRE L IO A S G D U E T

R O

O 30

E U

SET.

A S

· E

C R O R

JOÃO BÉNARD GARCIA

ON THE FRONT LINE OF THE DIGITAL TRANSFORMATION

THE DIGITAL ECONOMY DOES NOT FRIGHTEN THOSE LEADING

PORTUGAL’S MAIL SERVICE WHO, WITHOUT EVER FORGETTING

THEIR ‘CORE’ BUSINESS SECTOR, ARE ADOPTING INNOVATIVE

TOOLS AND PROCEDURES AND MOVING INTO NEW MARKET

NICHES. ON THE VERGE OF CELEBRATING ITS FIFTH CENTENARY,

THIS IS A COMPANY BUBBLING WITH NEW DIRECTIONS.

34 n a world undergoing constant technological change and making major strides forwards in the digitalisation of tasks, the CTT mail CTT: ﬁve centuries of ongoing renewal service strives to daily incorporate this change and maintain that, in “In 2020, CTT will complete 500 years in business and, over the the near future, the company will be course of these ﬁve centuries, we have lived through various “necessarilyI different, more digital”, more revolutions, always reinventing our business models for new realities. This capacity for adaptation, transformation and aligned to what its core business actually innovation forms part of our DNA and constitutes one of our is. “We want to continue to be a company main competitive advantages”, guaranteed Francisco Simão. that enters into contact with people and entities, based on the transport of goods and objects in their physical format while always promoting the factor of proximity to our clients”, emphasised Francisco Simão, company director with responsibility for Information Technology Systems, daily developing initiatives within the the building of an electric vehicle purpose Transformation and Processes, Innovation framework of a governance model with adapted to the routes of our postmen in and Business Development. a concrete target: “to be on the front line keeping with the considerable growth in The director of the company running the of digital transformation in the business the volume of packages.” centuries old Portuguese mail service areas we operate in”, advanced Francisco The optimisation of mobility represents a believes that there is “a great deal of value Simão. constant concern of CTT but not its only to be created out of the conjugation of focus. “Among many projects, we are these two realities, the physical and the Mobility and intelligent solutions working with partners in the construction digital, with CTT always aware that we live Any company seeking to be on the “Front of a solution that enables same-day in a world that is not digital but hybrid in Line” inevitably needs to adopt a structured deliveries; developing a new approaches its essence.” approach to innovation. CTT assumes to payments made through the “Payshop” In order to accompany the new realities this through “different approaches in network; and in 2015, we acquired and emerging in the business areas it operates accordance with the innovation objective integrated into our structure Escrita in but also to search for the market niches and the temporal framework for the ideas Inteligente, a start-up that developed it wishes to enter, CTT has developed a under implementation”, our interlocutor the Recibos Online solutions and thus deep reaching process of internal capacity rendering physical receipts digital, an building, establishing a collaborative context, the role of CTT partner start-ups innovation already implemented in our and participative platform entitled is crucial: “In this ecosystem, we have stores”, the economist detailed. Inov+, implementing a “Transformation examples of joint projects with practical Program”, setting up the role of CTO applications. We have this year tested the The challenges of digitalisation “UOU Mobility”, a start-up from Aveiro, With “enthusiasm and naturalness”,

manages all of its activities, strategies and opportunities while focused upon the “challenge of preserving value in Advantages of a purpose founded bank the mail business”. “Digitalisation daily challenges our core business. Nowadays, Right from its first minute, the CTT bank product range for this market mail is directly impacted by the effect of contained a strong and innovative digital component based on the e-substitution and this challenge triggers concepts of “simplicity and convenience”. “The fact that the CTT bank got built from the roots up meant we could avoid being dependent opportunities to leverage new means on legacy systems, which strengthened our heavy investment in of growth, both through the business digital channels right from the outset and including services such services adjacent to the mail service, for as homebanking and the CTT app, developed with a focus on user example the CTTAds.pt platform (for the experiences. Today, the CTT bank has over 200,000 clients, with 85% service line Express & Packages) as well of these young persons”, revealed the director Francisco Simão, as E-Segue or the innovative products highlighting how despite the institution having been built from scratch, of Banco CTT” (see box), describes the “it was launched based upon assets already existing in CTT, using its director, highlighting how these solutions network of offices and the know-how of its employees who already had a seek to “diversify our revenue streams”, track record in retailing financial services.” through targeting “new areas or niches that make sense to evaluate within the scope of that which constitutes our strategic framework.” z

35 BUSINESS

IN CONVERSATION

WITH… NUNO BARRA,

DIRECTOR OF VISTA

ALEGRE ATLANTIS

SOFIA ARNAUD

“DESIGN AND CULTURE ARE THE PASSPORT TO A NEW LIFE AT VISTA ALEGRE”

THE VISTA ALEGRE FOCUS ON DESIGN HAS TURNED THE COMPANY INTO ONE OF THE FEW LUXURY

PORTUGUESE BRANDS WITH A WORLDWIDE PRESENCE. NEVERTHELESS, DESIGN, INNOVATION AND

CLOSE LINKS WITH CULTURE HAVE ALWAYS BEEN ITS CORNERSTONES THROUGH THE NEARLY TWO

CENTURIES OF COMPANY HISTORY AND ARE NOW MORE ESSENTIAL THAN EVEN BOTH FOR THE

POSITIONING AND THE DIFFERENTIATION OF THIS BRAND IN A HIGHLY COMPETITIVE GLOBAL MARKET.

36 hen Vista Alegre was “red carpet” and enter the all-important acquired by Grupo French market as this is one of the three Visabeira in 2009, the This follows in the wake of 2015 when brand was encountering Vista Alegre received a number prizes enabled us also to move up a number of and distinctions of excellence in the most positions as regards raising awareness for WWhat were the main factors that helped its prestigious world design competitions. the brand in some markets, in Europe, rebirth? the USA and also in the Middle East. We In 2009, when Grupo Visabeira took over What were your sales in the third quarter of have just launched “Reveries”, the seventh Vista Alegre, the situation was dramatic. the year? Did you record any year-on-year collection of Vista Alegre in partnership With annual losses of €18 million, growth? with Lacroix, and the overall results are innovation and design, which had been After having ended 2016 recovering from truly exceptional. part of Vista Alegre’s genetic code ever In 2016, we announced a partnership since its creation, had long since fallen of €1.7 million, Vista Alegre continued this with the New York based Maison Oscar dormant and the brand had closed in on positive trend in the year of 2017. Sales de La Renta. This also opened the gates to itself. in the porcelain, stoneware, glass and the US market, the second world centre of Grupo Visabeira was aware of the crystal grew 14% in the third quarter and tableware market trends. company’s potential, with nearly 200 reached €160.9 million, compared with years of history and a unique link to Portuguese history and culture, when to €1.9 million, 2,3 times more than the and decoration, developed by one of deciding to buy Vista Alegre. Vista Alegre one registered in the same period. could not die – and, thanks to us, it was designers, Jaime Hayon, something which reborn and reinvented itself. What is the weighting of the company’s will once again project the visibility and The work that still lay ahead was internationalisation in terms of revenues? prestige of Vista Alegre internationally. enormous and this task proved even more In the balance for 2016, At the moment, we are working on other internationalisation accounted for 64% of international partnerships in our priority Vista Alegre sales. In the third quarter of markets for international expansion, both crisis. However, in order to survive, we this year, the export weighting rose to 68% in Europe and on other continents. had to follow through unswervingly with of the company’s turnover. What are the strategic markets for this with a thorough restructuring process, How have partnerships with Portuguese brand? touching on all aspects and nuances of international brands helped leverage the Vista Alegre maintains a strong presence Vista Alegre’s activity, both as regards internationalisation strategy? and reputation in the traditional markets production and the optimisation of After “cleaning out the house”, we moved the company has exported to for decades production processes, product design onto international luxury partnerships – such as Spain, France, Germany and and distribution, with a strong focus on as this chosen segment for brand Brazil –, and is pursuing its growth and internationalisation, the modernisation expansion strategy in these markets of its own retail network of stores and as partnership that we established was with both through partnerships and through well as focusing on e-commerce. Maison Christian Lacroix, a brand that opening its own stores. In France, in We maintained our classic roots while 2017, Vista Alegre entered into the major opting to target the launch of more Alegre. It is modern, irreverent but also department store Printemps, an important contemporary products in partnership maintains strong connections with the distribution channel, while planning to with the most prestigious contemporary artists. Nowadays, eight years after the collection in partnership with Lacroix, in Paris by the end of this year. Spain acquisition of Vista Alegre, we reported which enabled Vista Alegre to get onto the represents our largest external market and generates more than 12% of revenues. The company is now betting strongly on the markets of Mexico, Italy and India. We also witnessed a sharp increase in the number of orders from Belgium and the

What are the future projects for Vista Alegre? We are now surprised the market in the coming years with the launch of a lighting collection in partnership with one of the world’s biggest designers. z

“RÊVERIES”, THE SEVENTH COLLECTION OF VISTA ALEGRE IN PARTNERSHIP WITH CHRISTIAN LACROIX

37 BUSINESS

PORTUGUESE CORK BREATHES LIFE INTO NEW PRODUCTS AND APPLICATIONS

IN JUST WHAT APPLICATIONS HAS CORK NEVER BEEN USED AND TO WHICH IT CAN ADD VALUE? THIS

IS ONE OF THE MOST IMPORTANT CHALLENGES FOR CORTICEIRA AMORIM.

THE CORK POTENTIAL CONTINUES TO GAIN ACKNOWLEDGEMENT AND, IN A WORLD WHERE

INNOVATION AND ECOLOGY WALK HAND IN HAND, THIS MATERIAL IS ATTRACTING EVER INTEREST IN

A GROWING NUMBER OF SECTORS.

he Sagrada Familia in Barcelona, one of the most plastic stoppers on the market. Corticeira visited monuments worldwide, decided then it would only use and work has had a cork pavement since with cork but in a completely different 2011, London’s Serpentine manner, embracing innovation to research Gallery Pavilion is made of and develop new products and processes. cork according to a design by the architects According to António Rios de Amorim, THerzog & de Meuron and by the artist Corticeira Amorim President, “this new Ai Weiwei and, most recently, cork was form of approach enabled us to, over the deployed as the substrate for pitches in four medium and long term, ensure the quality Euro 2016 stadiums (France), a competition consistency of cork stoppers and thus SOFIA ARNAUD in which Portugal emerged victorious. develop a stopper portfolio responding These are just some examples of projects to every pricing point in the world of that perfectly illustrate the path chosen by wine. Nowadays, there is the commonly Corticeira Amorim to position itself in the prevailing perception that cork stoppers are market and to take the name of Portugal out the best for sealing and the only means with to the rest of the world. a capacity to add value to the wine”. These projects remain in keeping with the According to António Rios de Amorim, strategy adopted by Corticeira Amorim “innovation is essential in the current at the beginning of this century when environment Corticeira Amorim is

38 ACRED FAMILY, BARCELONA SERPETINE GALLERY PAVILION, LONDON experiencing and not only in the product the natural characteristics of cork as a raw seismic solutions. I believe in the potential area. This new way of doing things, adopting material that and, only now, there is greater scope of penetration for cork solutions. new technologies, new processes, also awareness as to its potential thanks to the Interior design and cork furniture, where includes new approaches to conventional strategy adopted in the meanwhile.” These we are already working with renowned processes”. He further adds that “on average, characteristics and a culture focusing international brands, will continue to be the Corticeira Amorim invests €7.5 M in R&D closely on the need to innovate is leading focus of our attentions”, the company leader and innovation and that this investment has to the ongoing development of unexpected added. increased in recent years”. cork solutions. “Airspace and aeronautics Cork stoppers currently represent around mainstream solution and the development two-thirds of the company’s turnover growth potential. In the transportation of high value material applications rank and important R&D investment has sector, we are witnessing growing recourse among the strategic options of Corticeira correspondingly targeted this area. to anti-vibration applications and, in Amorim for forthcoming times and “At Corticeira Amorim, we believe cork building and construction, cork is getting deployed to ensure the choice of cork as a still has much to offer, a belief backed by more widely incorporated into anti- sealing material gets increasingly valued. z

An example of entrepreneurship, leadership and management Américo Ferreira de Amorim was born in Mozelos, Santa Maria da Feira, on July 21, 1934. He died in July 2017 shortly after turning 83. He had served as Commander since the 1980s. On November 24, 1983, he was awarded the Agricultural and Industrial Civil Merit Order in the Industrial Category and, on January 30, 2006, he was awarded the Grand Cross of the Order of Infante D. Henrique. He inherited the cork business from his grandfather António Alves de Amorim who founded what may be defined as the origins of the Amorim empire more than 140 years ago. Américo is the fifth of eight children and became an orphan when very young. He was invited by an uncle to work in the family company, where he began aged 18 as a manual worker after having finished the General Commerce Course. Ever since, for the last 59 years, he gave his life and built the group we know today. Ten years after joining the company, he launched the group’s expansion strategy. In the 1980s, Corticeira Amorim went public and from then on expanded into sectors such as banking, energy, real estate, tourism, textiles, fashion, among others. He was known both as the “king of cork” and the richest man in Portugal with his fortune valued at over four billion euros securing him 385th place on the 2017 list of the world’s richest people (compiled by the American magazine Forbes). Amorim was a discrete man, sometimes hard in negotiation and, with inexhaustible energies, having worked through to almost his last days of life.

39 BUSINESS

RENOVA LAUNCHES DISRUPTIVE WORLD CAMPAIGN

SOFIA ARNAUD

40 GOOD OR BAD ADVERTISING, RENOVA’S

CAMPAIGN TO PROMOTE THE NEW RANGE

OF PRODUCTS RENOVA MAGIC WAS

LAUNCHED IN FRANCE AND TRAVELLED

THE WORLD. WHO HASN’T HEARD YET

OF THE TOILET PAPER THAT OPERATES

“MAGIC IN YOUR BODY”?

brand capable of offering exclusive and differentiating proposals in the whole world with

as toilet paper. That is PAULO PEREIRA DA SILVA, CHIEF EXECUTIVE OFFICER how Renova is acknowledged at national AT RENOVA Aand international level. But not only. The of the privileged means that are there manner how it has been able to capture different audiences is also innovating Renova 4D paper. and disruptive. A good example was the This campaign was launched under the given the ‘sexual nature’ and the references campaign launched for the different media scope of the internationalisation campaign to a supposed religious character”. But at the end of June in France under the of Renova brand and its value proposal in the tattooed shoulder photographed by motto “C’est magic pour mon corps” – it’s external markets, anticipating a change in François Rousseau and the new paper that magic for my body. attitudes and expectations. France, one of operates “Magic in your Body” has already The new advertising campaign shows a the strategic markets of the brand, was the travelled the world. sculptural and hydrated body under the country selected to host this campaign. This Speaking to the French newspaper Le scope of the launching of the recent range campaign, along with the new range of Figaro, Paulo Pereira da Silva, Renova’s of Renova paper o Renova Magic. It is the tissue paper, was extended to the remaining CEO, explained that: “Toilet paper is a bit countries where Renova has a presence of a taboo in the minds of people and it is new NTT technology – unique in Europe after the end of September and reached delicate product to promote”. – which offers a structured paper and with the four corners of the world for both the Vanity Fair, Le Figaro e Wallpaper are some a high degree of softness, absorption and polemic it generated and the fact that it of the media selected to communicate strength. was censored by the company that runs the new Renova Magic range. The Big format billboards, public the Paris metro (RATP). This company new campaign will be part of the transportation, muppies, printed ads did not authorise the use of creativity in its internationalisation strategy of Renova in and online communication are some stations claiming that it “could be shocking places with high visibility in France.z

41 BUSINESS

THE ART OF APPRECIATING FINE WINE Fernando Guerra

ADEGA MAYOR OPENS UP THE SENSES AND PRESENTS TO THE MARKET THE TWO

LATEST VINTAGES FROM TWO OF ITS BRAND ICONS, ADEGA MAYOR RESERVA

DO COMENDADOR AND ADEGA MAYOR GRANDE RESERVA PAI CHÃO. FOR THE

FOURTH CONSECUTIVE YEAR, THEY ARE ALSO RELEASING THE ADEGA MAYOR

ESPUMANTE BRUTO, A SPARKLING WINE OF EXCELLENCE TO CELEBRATE THE SOFIA ARNAUD FESTIVE SEASON WITH DUE POMP AND CIRCUMSTANCE.

4242 Inaugurated in 2007, Adega Mayor is where Adega Mayor Reserva do Comendador 2014 the art of wine interweaves with that of the With an intense aroma featuring notes of black architect Siza Vieira. With its vines located on cherry and wild berries, this red wine arises out the estates of Herdade das Argamassas and of a blend of the Alicante Bouschet (60%), Syrah Herdade da Godinha, in Campo Maior, in the (30%) and Touriga Nacional (10%) varieties. Full Alentejo, Adega Mayor became, from the very bodied to the taste, with mature tannins, a long outset, a benchmark reference in Portuguese and persistent aftertaste. Elegant and refined ith the grapes all company for accompanying a selection of strong harvested, a period purpose-built wine cellar in the country. cheeses and roast meat dishes. To provide the opportunity to discover this to all Portuguese cellar and its wines, the group regularly hosts Adega Mayor Reserva do Comendador 2016 winemakers, and wine tourism programs that also provide A white wine composed out of the varieties of with Adega Mayor visitors with insights into Alentejan culture, Antão Vaz (70%), Verdelho (20%) and Viognier no exception to this rule, now does come the manual winemaking secrets and techniques (10%). With a citrus colour, the wine gives off Wtime to open up the senses to appreciating and as well as the entire wine transformation an intense aroma with hints of ripe fruit (pear, the new wines. These are the “litmus tests” and production process alongside visiting the peach), very well balanced by barrel induced for the quality of the grapes, the nobility of cellar and participating in a wine workshop in notes of vanilla. With a good taste structure, and the varieties, the good characteristics of both Campo Maior. a fine, fresh and mineral, equilibrium with a long the wines and their means of harvesting. The aftertaste, this lively and structured white enjoys new vintages of the prestigious Adega Mayor Adega Mayor, Opening the Senses a strong gastronomic profile. This is an excellent Reserva do Comendador and Adega Mayor For Adega Mayor, the year of 2017 accompaniment to rich and intense fish dishes Grande Reserva Pai Chão and as well as the was synonymous with change and or white meat dishes preferably incorporating Adega Mayor Espumante Bruto tell their commemoration. Last June, Adega Mayor touches of exoticism. own stories. Grown on the Alentejan plain in Campo Maior and following an ageing period new visual identity. In order to highlight this Adega Mayor Grande Reserva Pai Chão 2014 to endow their unique complexities, they new cycle, the brand opened the “Untitled, by A wine that writes with all of the senses. When emerge with their elegant and harmonious the land gets touched by hands and watered structures. Chiado district of Lisbon where consumers with feeling thus does a Pai Chão story get born, The manual harvesting practices and and clients, through an original gastronomic which only ever happens when nature, man techniques have been passed down through experience, were able to engage with the and art find each other. A distinctive wine and generations and the winemaking projects of ways in which wine opens the senses. The designed out of the Alicante Bouschet (80%) the Nabeiro Group maintains that tradition of chef Nuno Bergonse, inspired by the wines and Touriga Nacional (20%) varieties to ensure manual harvesting very much alive across all of Adega Mayor, created different dishes that a ruby red colour. With a a good level of aromatic of the Herdade das Argamassas estate. This brought life to the canvases of “Untitled, by complexity, this wine display notes of spices and Adega Mayor” that replaced the traditional black fruits (blackberries, myrtle). Full-bodied tables here. to the taste, well-structured and with mature With a global vision and positioning, the new tannins eliciting an elegant finish with a good brand architecture and its graphic universe aftertaste. are inspired on different artistic expressions The Pai Chão is a fine complement to any under the auspices of the signature slogan intense and well-flavoured gastronomy, in of “Open the senses”. The new vintages particular oven roasted red meats or game dishes. change in paradigm. “For the last decade, our progress has come Adega Mayor Espumante Bruto (colheita 2016) A wine that results from a combination of the relationships with our clients, and always Verdelho (60%) and Arinto (40%) varieties. Produced by the classical method, this sparkling our horizon. Our new image stems from wine is citrus in colour with a fresh and fruit aroma enveloping nuances of dried fruits. The aftertaste is persistent, silky and with a distinctive believe that this change shall make the brand acidity that endows a pleasant freshness of taste. more global, consistent and authentic”, Its vivacity combines to perfection with Asian highlighted Rita Nabeiro, CEO of Adega gastronomy, food with a clear touch of spice, RESERVA DO COMENDADOR, z COLLECTOR’S EDITION Mayor. and makes a fine complement to sushi.

434 BUSINESS

CANNED FISH RETURNING TO PORTUGUESE TABLES

PORTUGAL IS IN FASHION. LISBON IS IN FASHION. THE CLASSICAL

IS NOW BACK IN FASHION. AND IS THERE ANYTHING MORE

CLASSICAL AND TASTY THAN A CAN OF HEALTHY FISH AT AN

AFFORDABLE PRICE AND ABLE TO TRANSFORM A SIMPLE MEAL

MARIA JOÃO DE PERESTRELLO INTO A GOURMET DISH?

44 onsidered true ambassadors of the Asian market, was no less than the result are now playing increasingly of years of privileged commercial relations important roles in Portuguese and exports. With an immediate impact on eating habits. The start of tourists visiting Lisbon, the capital’s store C quickly became part of the Lisbon tourist back a century and a half and Portugal now shopping route. Nowadays, “we witness exports to more than 70 countries. New increasingly greater demand among the food trends and food tasting events have Portuguese public, particularly in December, with 95% of visits by Portuguese shoppers. Portuguese consumers. With a wide range of culinary options, from simples starters to oil, sardine in teriyaki sauce, sardine with success it has long enjoyed abroad!”, says algae or tuna with ginger. When visiting the store manager Sara Costa. ANIP is therefore top restaurants with the very best chefs while current retail outlets –three stores in Lisbon designing a more innovative project designed (Rua do Arsenal, Praça das Flores and Rua to win over the stomachs of both Portuguese serve up a successful and easy to prepare da Assunção), in Oporto, on Rua Mouzinho and foreigners! The creation of a restaurant meal at home. The tapas boom brought da Silveira, on a corner in Paris and another in the heart of downtown Lisbon, where the a new and fresh drive to the “A Loja das in Vienna, in the Macau store and in the Hong Kong corner clients receive a range of here to offer a truly quality Portuguese food This shop already runs eight outlets in options as regards this fashionable product, experience at moderate prices. The store on Europe, of which four are in Portugal, and whether in single cans or in packs of six or Rua do Arsenal is also surprising with the in Asia, with this latter region acting as a twelve. Having started out as a project backed new food corner where customers may taste privileged display for the Portuguese canned by the ANIP – the Portuguese Association of some of the varieties on offer at the store. Canned Fish Industry, the steady increase in references from 19 Portuguese canned the number of shops represents proof of the this project and “A Loja das Conservas” hopes success of this business. The focus on Macau to keep surprising customers both at home sardine, despite the great attention paid to and later on Hong Kong, true gateways to and abroad. z

45 SOCIAL RESPONSIBILITY

UNICEF THE ORGANISATION FROM THE PAST THAT WILL BE NEEDED MOST IN THE FUTURE

SEVENTY-ONE YEARS AGO, ON DECEMBER 1946, THE GENERAL ASSEMBLY OF THE UNITED NATIONS,

WHICH HAD JUST BEGAN OPERATING AND WAS LITTLE OVER ONE YEAR OF LIFE – IT WAS FOUNDED

IN OCTOBER 1945 - CREATED THE UNITED NATIONS INTERNATIONAL CHILDREN’S EMERGENCY FUND

(UNICEF). IN LESS THAN HALF A CENTURY THE WORLD WAS LIVING THE SECOND POST-WAR, EACH

OF THESE WARS OF UNPARALLELED VIOLENCE FOR THE LIVES OF MILLIONS OF CHILDREN WHO WERE

SUBJECT TO ALL SORTS OF DEPRIVATIONS IN NEARLY EVERY COUNTRY AND WHERE BOTH WORLD WARS

OR CRISES ASSOCIATED WITH THEM WROTE DOWN THE SADDEST PAGES IN HUMAN HISTORY.

CARLOS RENATO TEIXEIRA

n accordance with the intentions of the United Nations, UNICEF would provide universal assistance to all children at risk without discrimination of race, creed, nationality, social status or political Ibelief. In 1950, his mandate, which was and UNICEF action became global. Less than a decade after being founded in 1953, it became a permanent part of the basic needs and to created opportunities and to the best of their possibilities, a life- United Nations system and its name was for each child to reach their full potential saving endeavour. its actions over seven decades have been Building on the idea that there is no human Fund, while maintaining the acronym for praised by everyone and have provided an development as long as there is a child which it is still known. invaluable contribution in order to make who does not see his/her rights respected, Mandated to advocate and promote the Convention on the Rights of the Child UNICEF’s efforts focus on changing the children’s rights, to help meeting their not just a mere letter of intent but rather, mentality of the world community in order

46 to achieve the vision of peace and social progress enshrined in the who help this organisation with voluntary contributions thereby Charter of the United Nations. ensuring UNICEF funding. After all these years, and despite the fact that UNICEF activity has been able to minimise considerable damages and contributed UNICEF IN PORTUGAL The Portuguese Committee for UNICEF was established in April around the world, the numbers are still little encouraging, as 1979 and is one of the 34 national committees in developed Anthony Lake, managing director of this organisation, stated on countries. UNICEF’s International Day. UNICEF in Portugal started with a small group of volunteers, led by Mrs Maria Violante Vieira, whose main activity consisted in HIV infections in children through transfer from mother to child the sale of UNICEF cards alluding to various themes. This activity at birth and access to drinking water. Some studies estimate that, even in 2040, the target date within the Millenium Development presence around the country and sharing the message and mission Goals it is still not certain whether it will possible to provide HIV of the organization, highlighting the agency’s different areas of infected children access to retroviral drugs. intervention, from education to health, from child protection to In order to address the critical situation we are in UNICEF wishes nutrition. to strengthen its relationship with governments, the agency’s main The Portuguese Committee is currently monitoring public policies partners, with the aim of expanding partnerships it has established with an impact on the lives of children, promoting children’s with nearly everyone, from Heads of State and ministers to rights, and organizing debates and awareness-raising activities mayors and all the communities where it develops some type of with children and young people in schools and associations in the work. UNICEF, in the 190 countries and territories where it has context of its activity of education on the importance of rights. It also works to raise awareness among the Portuguese on with international and national NGOs, youth groups, women’s the problems affecting children throughout the world by organizations, religious groups who operate at community and family level, a process that seeks the involvement of the whole than 160 developing countries and territories and to respond society in order to create a more friendly world for those who have to humanitarian emergencies affecting children and their less conditions to defend themselves: children. communities. z

children, UNICEF works with governments and local organizations on long-term development programs in the health, education, nutrition, water and sanitation sectors. In emergencies situations, whether natural or man-made, UNICEF seeks to mitigate the impact on children by providing them access to vital basic care and services. In addition to providing humanitarian assistance to children and affected communities, the organization also provides prolonged support to help families rebuild their lives after emergency situations. Recently, UNICEF’s message has been anchored in hundreds of “Goodwill Ambassadors” and prominent supporters, bringing together personalities from the most diverse areas such as actors, musicians, athletes, artists, among others, who put their visibility to the service of children and the message of the organization and stimulate the enthusiasm of millions of donors around the world

47 INTERNATIONAL UNICEF DAY ACCESS TO THE INTERNET UNICEF International Day is celebrated on 11 December, the day IS ALSO A RIGHT it was founded on December 1946. UNICEF publishes every year UNICEF most recent report entitled “The State of the World’s its reference report “The World Situation of Childhoold”, which is Children 2017: Children in a Digital World,” underlines the always dedicated to a specific theme of great impact for children. importance of children’s e-inclusion, as well as developing This year the organization decided to launch this important mechanisms to ensure their online security. With the goal of publication on this date to remind us that, despite the progress transforming the digital world into a more secure and accessible made, much remains to be done and that only through joint and space for all children, UNICEF, in addition to universal access, is structured efforts can it reach all children in a meaningful and also committed to working with the various stakeholders, from lasting way. governments to educational communities, to protect children For UNICEF, besides the public debate to raise awareness on from dangers the digital world brings with it. the importance of children’s rights around the world, it is also Currently, according to the report, one in three children has access important to increase the efforts to raise funds through individual to the Internet, but 346 million children and young people have donors or organizations that acknowledge the importance and no opportunity to connect, figures that have nevertheless already dimension of the task of protecting children from conflicts around affected the lives of children, whether through the uninformed use the world. Contrary to what we may think this body depends of new technologies or the increasing significance of exclusion. entirely on voluntary contributions and does not receive any direct For UNICEF, digital technology must be a right for all children so funding from the UN. they may have access to the same opportunities, but at the same time it is important to develop a culture of security enabling them to defend themselves from the digital dangers that often jump into the physical world. The report notes that these problems include the lack of awareness of governments and the private sector, which “have not kept up with the accelerating pace of change, exposing children to new risks, harming and leaving behind millions of disadvantaged children.” One of the major objectives is that the 346 million children who do not have access to the web will have the opportunity to reduce inequalities and their ability to participate in an increasingly digital economy.

48 Technology and Innovation to drive enterprise’s Digital Transformation

www.noesis.pt TECHNOLOGY

MAY TRENDS BECOME DANGEROUS?

‘SOCIAL MEDIA’ VS ‘DIGITAL PRESENCE’

SHOULD COMPANIES PRIORITISE AND FOCUS ON THEIR SOCIAL MEDIA STRATEGY ALONE?

IS THERE MORE IN DIGITAL MEDIA BESIDES SOCIAL MEDIA?

hese are some of my some inconsistencies and frailties and major concerns as regards may prove harmful in the future. But we communication in digital need to do more in order to truly achieve media e.g. institutional, corporate or product communication. Hence, we need to go communication. The trend beyond the mere strategy of presence and is universal. Blogs, schools, universities, communication on social media. We have Tno matter in which context, Government, to establish a solid ecosystem in order banking, companies, services or retail and to achieve a robust and full presence in the industry in general all share the same the digital media where the company compelling sense of urgency that often site is both the main pillar and staring leads them to center their communication point. This should be the backbone of all primarily around social media. I personally institutional presence and strategy, the best TIAGO ANTUNES consider that this need to bet exclusively means to disseminate the identity of the Digital Services Coordinator on social media may in term bring about institution on the Internet, the company’s

50 JEFF BULAS, AUSTRALIAN and should not fall prey or rest on a single COMMUNICATION GURU, WROTE: “IS effort in third-party platforms. FACEBOOK KILLING THE CORPORATE SITES?”. good base is to see how we can coordinate the whole presence of a company on social media with the company site? How can “headquarter”. Hence, an indispensable positioning so that all can see it, cultivate prerequisite for success lies in ensuring or stimulate participation towards platforms on the site? How can we get establishing its reputation, where we show the most from each platform in order to the “identity card” of the institution, one of the aspirations of the organisation and the potentiate the conversion of the business the few places where the organisation has best in its team. There is a vast array of and to develop the whole presence of the control over all the information, the core virtual resources available on the Internet brand? media of its digital presence. 24 hours a day for anyone with access to In the Portuguese market in particular Many corporate leaders now ask the Internet and some of the best sites may only a small number of organisations has themselves whether they should focus even lead us to think that a micro company all their effort and positioning on ‘social is or is about to become a corporate giant. Hence the importance of highlighting media’; how can they make the most of For example, a simple grocery store in once again that in order to achieve greater these platforms in order to potentiate a neighbourhood can compete with a their business, sales and improve their multinational chain. It depends on the communication strategy of a brand reputation; what are the best platforms; quality, accessibility, creativity, agility and organisations should use their sites as should they make sure they hold a credibility conveyed by the organisation in the heart and backbone of their brand, to presence in all of them; or does the its site. The possibilities are almost endless improve their reputation and business. relation between effort and time required and we should only try to reach the peak of Only after this should they share the the mountain after learning how to walk different pages of the company in the potential loss of control. social media, using them as satellites, Before entering this spiral, in a relentless We should obviously bet on the positioning exploring the added values of each race for novelty, change, omnipresence and strategy on social media as this and wish to ride the wave, something translates in an added value, particularly audiences.z stressful given the resources and means when it comes to immediate conversion. involved it is important to start by making But despite de alluring side of social media if the institution does not have solid digital pillars, if it does not have a site is perennial and may and should be good image, good communication and the core of the company’s identity, the due care as regards the building blocks place where we should focus primarily of its digital media, if what you control A STUDY CARRIED OUT BY in order to convey an ongoing and clear 100% is weak, little agile and if you do WEBTRENDS, CONFIRMS message of the institution, where we not convey what it truly is, how can you THAT MOST OF THE SITES can capture the brand, encapsulate its OF FORTUNE 100 (68%) outside these media? How can you sell a WITNESSED A NEGATIVE message, reputation or credibility if you GROWTH, WITH AN AVERAGE have an outdated, confuse and hard do REDUCTION OF 23% ONE-TIME access site? How can you convey the idea VISITORS. AT THE SAME TIME, that you are technologically advanced if TRAFFIC ON SOCIAL MEDIA you have a slow or non-responsive site LIKE FACEBOOK CLEARLY SHOW A TRAFFIC INCREASE TRAFFIC OF THE COCA COLA and without optimised access via mobile ACCORDING TO THE SAME SITE FELL MORE THAN 40% IN phone, for example? We should start by STUDY. 12 MONTHS AND THE TRAFFIC OF THE DISTRIBUTION before even thinking of betting on third- COMPANY NABISCO FELL party platforms. There will be always more ALSO MOVING FROM 1.2 sounding and new platforms “around MILLION VISITS TO JUST 321 the corner” claiming they will eliminate THOUSAND PER MONTH (A Facebook or Instagram. Companies have DROP OF ALMOST 74% IN ONE to be aware of the fact that the reach of YEAR). their brand begins and ends in their site

51 FEATURE PORTUGAL IS IN FASHION. SEPARATED

BY ALMOST A YEAR, THE EUROPEAN f you want to visit the country of the Visas -, there have been many setting FOOTBALL CHAMPIONSHIP AND European champions, visit Portugal”. up new residences with a particular “ The sentence belongs to José focus on the historical centres of the THE EUROVISION SONG CONTEST Mourinho, the Portuguese manager major cities. HAD THE COUNTRY ON THE TIPS who has twice won the European From pensioners sitting on hefty Champion’s League, with FC Porto retirement sums through to the stars OF EVERYONE’S LIPS. IN THE MIDST, (2004) and Inter Milan (2010). of music, cinema and sport, from IThe writing, accompanied by a photo in Eric Cantona to Michael Fassbender, ANTÓNIO GUTERRES WAS ELECTED his pyjamas with a fully stretched Portugal Mónica Belluci to Madonna are some UNITED NATIONS SECRETARY scarf, is an immortal classic on the of the known examples among the Instagram page of the manager who now many others who, while remaining GENERAL AND THE COUNTRY sits in the Manchester United dugout. It all anonymous, have chosen Portugal. RECOVERED FROM EXTERNAL In recent years, there has been a Portugal, through football, was showing succession of tourism awards. From BAILOUT INTERVENTION. A TOURISM off to the world. Ronaldo, who else, had international organisations and the media, specialist and generalist, DESTINATION WINNING AWARDS josemourinho across various languages, Portugal is WORLDWIDE, THE COUNTRY IS the country getting talked and written about. Every single day. And every ALSO A PRIME CHOICE FOR THE day seems to set new records for the PURCHASE OF PROPERTIES, FROM number of arrivals by land, air and sea. THOSE ON GOLDEN PENSIONS TO However, not only are there persons SCINTILLATING STARS OF SPORT, famous to a greater or lesser extent seeking to own a piece of the country MUSIC AND CINEMA. STUDENTS AND or to spend their holidays here, there are also companies (Mercedes, Bosh RESEARCHERS COME FROM ALL OVER and Vestas), major international THE WORLD ALONGSIDE COMPANIES conferences (Web Summit) and sporting events (Volvo Ocean Race) AND EVENTS, WITH WEB SUMMIT setting down roots in the national LEADING THE PACK, ALL EQUALLY territory and choosing Portugal to invest their money and knowledge in. CHOOSING THIS NATION. SAFETY, in Portugal” brand. However, on this day, Education plays a crucial role in this and even more so for it being in France, promotion and universities such as THE CLIMATE, INFRASTRUCTURES, Portugal was the stumbling block for a Católica-Lisbon and the Nova SBE TECHNOLOGY AND POLITICAL country whose inhabitants are increasingly letting themselves be won over by the for executive training programs STABILITY ALL HELP IN MAKING THIS homeland of the European champions. according to the Financial Times INVESTMENT CHOICE. JUST AS THEY For a long time, the Algarve region has table. And one in nine university been known as a paradise for retirees from students are international arrivals. HELP FOSTER THE BRAND. Northern Europe, especially attracting the Every day, there appears a new start- British. However, in more recent years, up or another member of a new French, Brazilians, Chinese and other nationalities, in active and productive ages, entrepreneurship currently is. And have swelled the ranks of those wishing to there are already purpose tailored live and, above all, to work in Portugal. environments. Whenever in the Hub Taking advantage of the perfect storm Criativo e Empreendedor – which is in the property market brought about by set up to integrate variable national legislative changes – the Rental and Leasing and international incubators, artistic MIGUEL MORGADO Laws and the granting of Gold, fast-track residences, creators and creatives, in

53 FEATURE

Lisbon’s Zona do Beato, as well as PT international organisation. António Guterres took over the role Enter, also in Lisbon at Cais do Sodré, of the United Nations Secretary General just as Durão Barroso which serves as the main international completed ten years at the head of the European Commission. May 2017, almost one year on from the European football Cosgrave led team moves to Beato. championship and a century after the apparitions of Fátima, Pope

And what are the reasons for all of this world and Fátima in order to canonise the two martyr saints, Francisco and Jacinta. On the same day, in Kiev, in Ukraine, Salvador Sobral infrastructures, technology, a good climate and the traditions with “Amar pelos dois” won the Eurovision Song Contest, a festival of providing a warm welcome are at the top of the lists for accompanied live by 200 million viewers across 42 countries. And choosing Portugal. thus the name of Portugal again echoed around the four corners of “Up until quite recently, the Portugal brand did not yet qualify as a brand-nation”, explained Ana Paula Cruz, lecturer at IPAM. Ronaldo, Mourinho and others who opened the nation’s doors origin of other brands is when the country itself becomes a brand”, to the world the lecturer accepts that “while internally, we have a tendency On 10 June 2016, Portugal sealed the European Football to undermine our “Portugal” brand, outside of the country the Championship title. On this day, that victory and the Mourinho motives for leveraging us to the status of a brand have increased”. sentence, written in the privacy of his own home, might easily Having undergone a long and rigorous process of external be assumed to be some sentence written as part of any Portugal Tourism campaign. Indeed, it would henceforth be transformed headed down a path that sheds the image of “junk” or as the poor into a slogan banner for presidential committees and state visits, relation of Europe. Politically, the “Gerigonça” (dodgy contraption), accompanying any roadshow of business leaders or serving as a the name that became nationally and internationally known for soundbite for any presentation letter written as part of any public the current parliamentary alliance between the Socialist Party and relations or communications campaign undertaken by whoever the other parties further to the left, which overcame international national dignitary, whether in the political, diplomatic or economic mistrust and sailed over the work done by the previous government Cristiano Ronaldo is a name that opens doors. Being Portuguese markets and in international is a synonym of being one of ten million compatriots institutions. and fellow Madeirans, and Ronaldo, the best player And while on the matter in the world, in the time of individual and collective of politics, a former prime minister for the Quinas national team and for the island of returned to Madeira. the highest Leonardo Jardim, champion in France with Monaco, level of an and Mourinho help the party along. However, the national sporting promotion reaches further than eleven men against eleven men and Ronaldo. With the

and the titles of best in the world in beach football (Madjer) and futsal (Ricardinho) also help, and in what fashion, to promote the country. In other

40 Guterres in the UN and political stability everywhere. in Portugal Portugal “exports” sporting talent and After having teetered into bankruptcy, attracts sporting events. The Volvo Ocean which required staving off with an IMF Race is one good example. The Trans- loan of €76 billion, following “colossal” -Atlantic yachting regatta made a stopover increases in taxes and wage cuts coupled in Lisbon. CHINA THREE This event does not end with a few boats later, the national economy grew at 2.8%, GORGES STATE GRID passing by. The intention is to establish an the fastest pace in over a decade, above the umbilical relationship with Lisbon, more European average and getting Portugal AND FOSUN ARE THE precisely with the Docapesca facilities in off the blacklist of countries clocking up LIVING EXAMPLE Pedrouços. This was the location chosen OF AN INVESTMENT by the race management that toured the 60% of that IMF loan. WHICH IN PORTUGAL world to install their “Boatyard’, a centre for Portugal is experiencing a period of nautical repairs and where the competing political stability. At the government and IS LOOKING FOR parliamentary level, in alignment with the TECHNOLOGICALLY ensure they can return to competition at presidency in the Palace of Belém, who has DESIRABLE the highest possible level in the 13th edition shown “affection” as he nurtured this same COMPANIES AND of the regatta. stability. In parallel, there is a proposal on the table Externally, the preponderant event came WHICH CAN BE THE for a 10-year project that would see naval TURNING PLATE TO engineering companies develop their know- citizen to the role of United Nations THE PORTUGUESE how within a sailing cluster developed in Secretary General in a single candidacy SPEAKING WORLD. this port that opens out to the Atlantic as is that secured the highest position in that the case with the Portuguese capital. organisation.

55 FEATURE

In an era with so much talk of building “walls” and what constitutes an effective “Brexit”, the political stability ongoing in Portugal is, in its culture own right, one of the country’s trump cards. Contrary to other countries, Portugal has its soccer doors very much open. International investment breaks records. From Fosun to Mercedes, passing by Bosch and with digital leading the way FáTIMA Indeed, it is exactly through Portugal that Chinese companies and citizens have moved into the Old Continent, investing in sectors Cristiano RONALDO such as energy, insurance and healthcare. China Three Gorges State Grid and FOSUN, entered in the era of the “Troika”, and many JOSÉ MOURINHO others were to follow as a living example of how investments are seeking out Portugal for technologically agile companies capable of serving as the bridging point out to the VOLVO OCEAN RACE Portuguese speaking world, especially Angola, Mozambique and Brazil. This foreign investment, which has continued António GUTERRES to break records for the last two decades, does not trace its origins to just one country. The German Mercedes-Benz is opening an innovative competences centre designed WEB SUMMIT to deliver digital marketing products and technological solutions for the group worldwide. The Digital Delivery Hub is the Tourism second centre of intelligence that Mercedes- Benz is opening nationally. real estate “Lisbon is becoming a place to be in the digital president of Digital & IT Marketing/Brand Sales, during the presentation of an event that counted on the presence of the Prime Minister, ENTREPRENEURSHIP António Costa, and the President of Lisbon

56 NOWADAYS LISBON HAS GOT HUNDREDS OF ‘STARTUPS’, INCUBATORS, ‘FABLABS’, ‘COWORKING’ SPACES AND INVESTORS.

Municipal Council, Fernando Medina. “Our medium term vision Lisbon Municipal Council and João Vasconcelos, former State Secretary for Industry and founder of the Startup Lisboa incubator, and in innovation”, António Costa stated before highlighting the were the key faces of this transformation of Lisbon into a “start-up need for Portugal to be a “country open to foreign investment, the city”. attraction of talents, the crossroads of cultures”. However, it is not just the capital registering all of this buzz. Yet another example, Bosh Car Multimedia signed a 5-year contract Startup Portugal launched last year in a campaign to ensure that for all Renault and Nissan models. The Braga unit of the German the country becomes more than another Berlin or Silicon Valley. company is thus supplying navigation and entertainment systems Beyond entrepreneurship, Portugal has invested in knowledge. The to all vehicles produced by these two brands in a project with a universities in Minho, Aveiro, Oporto, Lisbon or the Algarve, are huge scale and representing some €1.3 billion to the Bosch balance internationally recognised for their excellence of teaching. Nova sheet in Portugal. SBE, for example, is building a University Campus in Carcavelos All of this innovation has not escaped the eyes of Elon Musk. that strives to stand out as a genuine hub interconnecting various Portugal is one of the sites under discussion for a future Tesla languages and levels of knowledge. factory (GigaFactory). Furthermore, the European University, part of the Laureate Group, is investing in a new campus in Lisbon, enabling it to expand its Education and entrepreneurship are on the move numbers of both Portuguese and international students and drive the expansion of the academic model backed by this University that After seven years in Dublin, Ireland, Lisbon and Portugal become prepares professionals for a now global world. the home of this technological conference and start-ups gathering There are also the diverse centres of research and innovation for three years. (Champalimaud Foundation or Biocant) dotted around the country This is a smaller event than any of the major summer music with all of their state-of-the-art researchers. festivals that are held in Portugal but that promises to make a lot of noise. It touched down in Lisbon at a time when the Portuguese Tourism growing at 10% per year capital is in fashion in tourism terms and at a time when the “In recent years, we have moved to overcome the limited entrepreneurial ecosystem of the city has taken on a relevance perspective that we formerly held of ourselves: we are a lot more within the European and global panoramas. Lisbon today has than a country full of monuments and history and still more so hundreds of start-ups, incubators, ‘fablabs’, co-working facilities than just a place for beach tourism or even religious visits”, states and investors. IPAM’s Ana Paula Cruz. António Costa, current prime minister and former president of We are, yes indeed, much more. Nevertheless, the numbers still

57 FEATUREFEE AT

also show that there are many out there wanting to come and visit. That Portugal was an “el dorado” for some wealthy retirees was Tourism has grown by over two digits for the last four years in nothing new. However, more than some “new Florida”, Portugal Lisbon, Oporto and the archipelagos of the Azores and Madeira, todays stands as a destination of preference for renowned names ion. from the most varied sectors, from music to cinema alongside From international magazines and newspapers, “The Guardian” to names from the world of sport, they have all been buying up their spaces. Planet” and organisations such as the WCCT - World Travel Eric Cantona, the former French international footballer, set the Tourism Council, the country has picked up an entire series of fashion in revealing that he spent most of the year in Lisbon. prizes. Best golf destination, best city break, best beaches, best Michael Fassbender, the German actor followed suit and bought European destination, best three-day break, for its gastronomy, a luxury apartment in Portugal. Madonna, who caused a stir on social networks with her visit to Lisbon, has ended up buying a international recognition. house and assuming that she comes to stay will become the latest To surf this wave, Portugal Tourism has recently launched an international star to move to Portugal. advertising campaign to win over still more international tourists. “Can’t skip Portugal” is the slogan that accompanies four videos Portugal: a nation-brand and in fashion? with investment in the region of €20 million. According to Ana Paula Cruz, the categories for the most common countries divide them into Nation-Status (values, quality of life and business potential) and Nations-Experience (perceptions more with views over the country closely related with experiences of the culture and heritage, tourism With the Gold Visas program (destined for those purchasing and credibility as an origin (the much vaunted ‘made in’)). “The property and/or investing in job creation or the share capital of Nation-Brand exceeds this level of perceptions normally across the already existing companies), there have been many international majority of these two areas”, she emphasises. Questioning the IPAM lecturer as to what distinguishes Portugal steps but were swiftly followed by the French and the Brazilians that has now amounted it to not only becoming a Nation-Brand but also in fashion, Ana Paula Cruz concludes: “Many factors that in available for investment with some also duly gaining access to a European passport. outset, the work of the two main cities in becoming destinations Leveraging this perfect storm in the property sector, through the not merely as tourist sites but also for business and culture”. Then, introduction of legislative alterations enabling the purchase and there comes the “fundamental highlight by a broad number of rehabilitation of properties, especially in historical city centres, global personalities from politics, science, culture and sport” as private savings and international funds have come searching for Portugal. telecommunications, banking and state service infrastructures”. z

58 THE NATIONAL BRANDS IN FASHION: SHOES, CORK, PORCELAIN, KAYAKS AND TOILET PAPER

In 2016, Portugal exported over 81 million pairs The world’s largest kayak constructor is also of shoes with a total value of €1.923 billion. located in Portugal. The name is Nelo and the Among the world’s leading producers of shoes, kayak brand has won 93 medals across the last Portugal returned the second highest export six Olympic Games and at the last Games in price and sending out over 95% of its output Rio de Janeiro, four out of five athletes were to over 150 different countries. The “Made in paddling boats made in Vila do Conde. Portugal” label seen on the sole of shoes is but Renova is another corporate symbol of one example of the sectors and products of innovation targeting international markets and quality able to range across borders. However, with its black toilet paper product one of its there is much more. most actively sought after and award winning. Speaking of internationalisation, Corticeira And international recognition is not lacking Amorim, the world’s largest cork product at other Portuguese companies. For example, company is also the most internationalised the “Carrara” and “Calçada Portuguesa” Vista of all Portuguese firms. Cork is now found Alegre porcelain collections won over the jury side by side with innovation in everything for the “Red Dot Award: Product Design 2017. from stoppers to space and not to mention These are just some of the Portuguese brands jewellery collections, clothing, footwear, used that are winning the world over and that in automobiles and as a finishing material, for externally contribute towards promoting brand example, in Gaudi’s Sagrada Familia. Portugal.

RENOVA, THE BRAND ACKNOWLEDGED BY ITS BLACK TOILET PAPER “AS PORTUGUESAS”, THE SLIPPERS BRAND AND BY THE SEVERAL LIMITED EDITIONS INTRODUCED EVERY YEARS INTRODUCED BY AMORIM CORK VENTURES

SANTOS SHOES BY CARLOS SANTOS WITH “CALÇADA PORTUGUESA” COLLECTION BY VISTA ALEGRE 100% NATIONAL PRODUCTION

NELO, THE GREATEST WORLD KAYAK BUILDER IS PORTUGUESE