Ending 2021 with the excellent news from publicist Luiz Lara as president of Cenp (Executive Council of Standard Norms) couldn’t be better. As a born entrepreneur and volunteer in the defense of business ethics, he will know how to show actors in the advertising business that the best policy is a win-win policy for all sides.
Several discussions were established in recent years, most of them overloading the agencies’ structures, which saw their profitability drop and, consequently, their strength to invest and retain talent.
There is no doubt that some behaviors from the past are no longer appropriate. After all, margins have decreased not only for agencies, but on an equal footing for vehicles and advertisers. Today the market lives around the so-called ROI (Return on Investment). Agencies must deliver ROI for each budget submitted. And so are the companies, because the demand from shareholders is increasing and symptomatic in the skin of the managers of marketing funds.
As weighting is part of Lara’s DNA, the confidence that there will be understanding that each part of this Lego fits precisely is a reality. Lara is fully aware that the advertiser is not just the person who pays the bill. They play together and contribute so that the good ideas generated in their agencies are used.
The digital age demands the emulation of creativity not just in attack, but in all areas of the four lines. Lara said she has never seen a good advertiser without a good agency, and vice versa. It sounds simple, but it’s absolutely true! That always needs to be reminded. Because today, with the advent of social media, reactions can wipe out a brand’s reputation in a fraction of a second.
From the board of Cenp and CMO of Santander, Igor Puga was quoted by Lara in his speech, recalling that under his leadership the bank has adapted to the new era with bold communication. Today, on the other side of the counter, Puga is well acquainted with the pain of the agencies and will be a great collaborator in Lara’s management. Puga, at the request of PROPMARK, analyzed two points: 1) the Lara effect on Cenp and 2) the ROI that advertising brings to the advertiser, since for every real invested the return is eight times greater.
Nelcina Tropardi, president of the ABA (Brazilian Association of Advertisers) and vice president and co-founder of Arca+, also contributed a testimonial, as did Hugo Rodrigues, executive chairman of WMcCann.
Puga: “The first point. Luiz Lara is the ideal person for the Cenp chair. Maturity and experience of a conciliatory lord, which is what we need to bring together the multiple interests that the market demands in these new times. His last decade as chairman of TBWA, who lent an understanding of the digital market and his pioneering spirit in diversity with an inclusive, female board at Lew’Lara, entitles him to be the best combination of capillarity and backbone with the ability to understand the new world . Point 2: About the study, I think it’s great as an endorsement for all opinion leaders, but I’m not surprised. We are here precisely to create value for companies, strange it would be if we had a low multiple of wealth building. Still, based on what I know of similar industry indicators in Europe, eight times is a very valuable and significant increment.”
Nelcina: “I wish Luiz Lara a lot of success, as president of Cenp. ABA has great expectations in relation to this administration, which begins and has important work ahead, of updating, modernization and innovation, both in the business models that govern our advertising market, and in relation to the governance of Cenp itself. During 2021, we at ABA opened our doors to the entire market to, together, build dialogues and promote reflections on an ethical, dynamic, responsible, transparent and vibrant advertising market.”
Rodrigues: “Luiz Lara is a diplomat, a victorious professional beyond any doubt, who is having the generosity to lend his talent, sweetness, respect and time, built by years of work, to the market of advertisers, agencies and platforms reach a fair denominator for all. Without a doubt, a most difficult mission. Good luck, Lara!”
Lara has, among many attributions, the innate talent for leadership and for opening doors. That’s what Cenp needs right now. The ABA dissident shows signs that she can return to her rightful position as co-founder of Cenp. The team, with people capable of helping you in this much-needed reformulation, will be essential for the transformation to become a reality. Advertising is a dialogue between brands and consumers.
Therefore, the repressive hue does not suit it. As Lara says, advertising is to emulate positive things, especially in this moment of transition that brought so many doubts. The only certainty we can have is that in the Lara era at Cenp, the word uncertainty has no place.
Yes, advertising is the industry that drives other industries, as Lara likes to point out. But it is also the industry of optimism, transparency, creativity, insight and empathy.
Lara sent a message to PROPMARK: “Friend Armando! You are always present, telling the story of our advertisement. Our PROPMARK is a pillar of our market. And I mentioned you (at the inauguration event) because your presence makes all the difference. Armando, the words came from the heart of an advertiser in love with his craft, who really believes in the collective will of agencies, advertisers, vehicles and the new digital links to together create a new Cenp, with agile and open-door governance.”