Created in 1998 under the leadership of the publicist Petronio Correa, the Cenp (Executive Council of Standard Norms) has as of this Monday (13th) its third president: Luiz Lara. He is the executive chairman of Lew’LaraTBWA. He will succeed Caio Barsotti, who left the position by decision of the entity’s board. Lara will be the leader of the entity’s multidisciplinary board, without remuneration, but will have a professional in the market who will be part of his daily routine.
Lara’s choice is the result of an analysis carried out by Silvio Genesini’s ToF consultancy, which set up a group of executives to carry out an X-ray of the necessary points for a disruption at Cenp, which seeks to modernize the new times so as not to be stuck with common rules in another phase of the market, which is dynamic and has the characteristic of adapting to new scenarios.
“Since then, a lot has changed and in recent years the acceleration of our industry has been exponential. And with the digital transformation, globalization and changing consumer behavior, new business models, hybrid agents and forms of remuneration emerged. Forming a multifaceted environment in our advertising market, in which controlled environments no longer fit. This new reality demands a different direction and way of acting. We need to update Cenp. Now it’s a new Cenp; a new compass positioned to be a new market forum for perpetuity. And prosperity in a way that continues to bring economic and democratic benefits to Brazil”, highlights Lara.
The executive supports his reasoning on the weight of advertising in the economy, referring to the recent study coordinated by Deloitte and commissioned by Cenp, which shows that for every R$1.00 invested in advertising, the ROI is eight times greater.
“This return of R$8.54 for each real applied proves that the free competition system continues to exist with respect and consideration for companies of all sizes and Cenp is the national one. And it has to preserve this ecosystem. The idea is to promote Cenp towards a new governance and open doors. Where advertisers, vehicles and agencies have an equal voice. As Cenp is formed by entities such as Abap, Abert, Fenapro, Aner, Central de Outdoor, ABOOH, ANJ, ABMN and others in the communication area, we are going to seek digital players with the support of the IAB. We already have advertisers on the board, including Igor Puga, Santander’s marketing leader; Hermann Mahnke, VP of Marketing at GM; Ariel Grunkraut of Burger King; and Regina Patriciano, from PagueMenos. But let’s show ABA that we have a participatory ecosystem”, plans Lara. “I read the ABA best practices guide and I agree with the agile content”, he adds.
In the new administration, Cenp will be less inspecting and more emulating an ethical, free and competitive market, stresses Lara. “We are going to do this with an open and participatory dialogue with the presence of advertisers and other sectors to talk and update commercial practices. What has brought us this far are values that need to be preserved, but that will not take us any further. I believe in this change. The agenda is less inspection and more emulation of best practices”, concludes Lara.