it's the end of the world as we know it - na publicidade brasileira
TRANSCRIPT
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Michel LentFounder, CPO
Lent/AG@lent
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It’stheendoftheWorldasweknowitNapublicidadebrasileira
Michel LentFounder, CPO
Lent/AG@lent
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Mudançasestruturais
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• Meios digitais fragmentaram as audiências • Criação de grandes audiências
nas plataformas digitais • Falar com muita gente ficou mais
barato • Os canais tradicionais não são
mais eficazes
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Mudançasconjunturais
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• Crise político-financeira impacta diretamente o mercado • Menos pessoas comprando,
economia retraída • Confiança abalada
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Impactodamudançanaspessoas
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• Mais e melhores conteúdos disputam as mesmas 24 horas • Mais tempo é gasto em redes
sociais • Mais tempo é gasto no mobile • Mais tempo é gasto vendo video
online • Menos tempo pra TV, revistas,
jornais
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Impactodamudançanasempresasdeconteúdo
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• Empresas de conteúdo sentem a perda de audiência • Sentem também a disputa pela
verba com mais empresas • Concorrem pelo tempo com
produtores de conteúdo amadores e redes sociais • Menos anunciantes, menos receita • Impacto direto que gera demissões
demanda reestruturações
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Impactodamudançanosanunciantes
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• Anunciantes com menos verbas, precisando manter as vendas e mesmo crescer • Antigos formatos não funcionam
mais • Menos verba, menos agências,
necessidade de concentrar • Demanda por novas soluções,
novos formatos, menos custosos
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Impactodamudançanasagências
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• Desaparecimento de verba afeta diretamente a estrutura das agências • Antes tinha 30, agora tem 3, pra fazer o
mesmo • Redimensionamento de times, novas
ofertas e serviços • Remuneração não é mais a mesma • Grandes times com grande salários
afetados diretamente • Grupos promovem fusões, revisões,
reduções
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Asnovaspessoas
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• Um novo tipo de consumidor, informado, antenado, crítico, ácido e mal acostumado com atendimento exemplar • Se informa por outros meios, menos
influenciável • Pessoas com a atenção muito
fragmentada, saturada com tanta informação, difícil de se mobilizar • Demanda por novos formatos, com
muita qualidade, originalidade e inteligência
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Asnovasempresasdeconteúdo
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• A demanda por bom conteúdo se mantém • A receita que o conteúdo gera é
diferente, menor em geral e mais distribuída • Manter as estruturas antigas para
produzir novos conteúdos não é mais possível • Novos players despontam, • Somente poucos tradicionais
conseguirão se adaptar
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Osnovosanunciantes
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• Anunciantes cada vez mais auto-suficientes • Growth-hacking é uma realidade
para empresas novas em mercados novos • Nova geração assumindo as
lideranças das marcas, com forte bagagem digital
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Asnovasagências
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• Verbas menores demandam estruturas menores • Menos foco em criação e mais foco
em estratégia e solução de negócio • Sem divisão de online e offline • Alta demanda de articulação e
parcerias com empresas especializadas • Muito foco em ROI
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Onovomercado
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• A soma destes fatores irá provocar mudanças profundas no mercado • Veremos grandes agências
reduzindo, fundindo, fechando • Novas agências surgirão já no novo
modelo • Estruturas mais enxutas, menos
verba, salários menores • Oportunidade extraordinária para
o surgimento de novos players
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Osnovosprofissionais
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• Multidisciplinaridade é a demanda dos próximos anos nas agências • Espaço para serviços muito
especializados dentro da cadeia • Compreensão e utilização do
digital é absolutamente indispensável • Espírito e capacitação de
empreendedor será cada vez mais diferencial e indispensável
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