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A limited battery of changes is the one presented by the new Advertising Law, however, the effects of its decrees force a rethinking of agency and media operations.
The changes proposed in the new Advertising Law force a rethinking of the implementation of best creative practices.
The new one Advertising Law has established a series of challenges that have to be worked on more and more and in this sense, we have been able to see best practices in the market and ultimately, decisive tasks in the way in which brands will have to adapt together with agencies and the media. , to the new norms, with modifications in the mix of marketing strategies that until now was carried out.
In this interview with Aluisio Marins, VP of Media at Media.Monks, the manager reveals to us how important communication has become in the market and how with new regulations such as the new Advertising Law, the work that brands and agencies have to perform in this segment.
Merca2.0 – What is the flexible model and how will it help brands to adapt to the new Law?
Aluisio Marins – In April of this year, the Senate of the Republic approved the opinion issued by the Law for Transparency, Prevention and Combat of Improper Practices in Advertising Hiring, also known as the Media Law. Since then, various industry players have responded with concern, seeking ways to minimize the impact the law will have on their activities.
Those of us who work in marketing know that change is part of the game, and that success will be largely defined by how quickly we adapt to it. But regardless of the individual response that each brand may have to the new law, there has never been a more urgent time for them to reconsider their media strategy.
Merca2.0 – Prioritize engagement over volume
AM. In one of its first articles, the Law establishes that agencies, media and other actors must have a purchase order from an advertiser to acquire advertising space, and that billing will be made directly on behalf of the advertiser. Added to this is the disappearance of rebates, the classic bonuses that some agencies receive for purchase volume.
While media buying is a fundamental element of the marketing mix, it is necessary to remember that there are multiple points of contact between brand and consumer.
The opportunities to interact with the audience are endless, as long as we are agile enough to evolve with them. That is why the importance of being flexible in the face of changes is not limited to adapting to new regulations, but we must also create meaningful experiences for consumers as they expand to new channels.
Changes such as the new Law can undermine the strategy in its entirety, if the brands focus only on the obsolete concept of the “big idea”.
Today, investing hundreds of thousands of dollars in 30-second commercials is not effective unless brands expand content across a series of cross-channel experiences with their respective new audiences. Therefore, if your message is clear and the final objective (for example, to generate brand awareness) is properly defined, the how can be flexible. Teams must design models that meet goals in a variety of ways, responding quickly to a changing environment.
In addition, a unified ecosystem can position brands in the minds of consumers in a way that disconnected experiences could never achieve. When fulfilling not only the need to create relevant content for existing channels, but also to develop entirely new experiences, an integrated approach helps expand an initial creative idea into more content and connected experiences. The focus should be on achieving an active and constant flow, offering different points of interaction that replace the big idea.
Merca2.0 – It seems that anticipation is the winning guideline in this exercise that players in the media industry have to submit to.
AM – All these considerations lead us to a third point: anticipation will become even more decisive when planning a campaign. With the new law, buying spaces in advance is no longer an option for agencies, so finding the most demanded spaces will depend on how far in advance advertisers plan their strategy.
This does not mean that brands should stick to their plan no matter what, but rather that they will require a greater level of confidence in their strategy to seize the most desirable spaces, especially during peak seasons. Partnering with an integral partner will considerably facilitate the process, since being part of each instance they will know how to manage time efficiently.
But beyond the advantages that a comprehensive partner can bring in the context of the new law, working with agencies and creative partners that provide unified and comprehensive solutions will provide them with the agility they need to survive in the new digital age. In this sense, some of the largest advertising agencies in the country have remained stuck in an analogous and old structure, while others have managed to adapt to the new era with an agile and flexible model.
Although the Law will bring great challenges for traditional agencies, it also represents a leap towards a more flexible and transparent industry. The best way to build long-term relationships with consumers is by responding to their needs in real time, and for this, having an integrated approach and a panoramic view of the entire advertising ecosystem is essential.
The era of treating each touchpoint as an individual challenge is over. It is time to move towards a more effective model based on transparency and agility to maximize the value that brands get from their marketing efforts.
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