Alejandro Betancourt, Procter & Gamble’s Associate Brand Director Operations/Latin America, discussed this subject at the Festival of Media Latin America (FOMLA), an event convened by C Squared.
And he suggested that marketing in Brazil, a country with a diverse population that incorporates over 200m people, is a complex undertaking.
“Brazil itself is three or four countries within a country,” Betancourt said. (For more details, read WARC’s in-depth report: How P&G is reshaping its marketing messages in Latin America.)
“So, understanding those little nuances and those little differences does help us be able to direct, or twist, or custom-make the communication in a way that we feel is going to deliver against that culture of reality.”
One characteristic shared by many Brazilians is their passion for digital media. And to maximise the impact of its messaging on this audience, which is currently estimated to include two-thirds of the country’s citizens, P&G has a clear formula.
“To continue winning in the digital game,” Betancourt said, “we have three operating principles that we use in Brazil to make a difference.”
And the first of these guidelines involves “teamwork”, a goal that “is very much related to trust in an ecosystem where many agencies and many stakeholders interact [to reach] the best decision for the business,” he asserted.
The various stakeholders, he explained, often need to suppress their own interests for the larger agenda of P&G engagement: “That’s where trust and teamwork come together.”
A second marketing objective for the company is “transparency”. Said Betancourt, “We want to associate our content with brand-safe content. We want our ads to be [shown next to] brand-safe content. We want to be able to drive fraud out.”
The third of P&G’s digital pillars is to push for common standards, such as the viewability measures established by the Media Rating Council, a leading industry group in this space.
And Betancourt left the Festival of Media delegates in no doubt regarding the importance of this topic. “Last year, according to the Association of National Advertisers in the US, about $7bn was lost to non-human traffic,” he said.
Sourced from WARC