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Ping Pong
The Brazilian Market
"The moment is really prosperous for advertising agencies", said Miguel Villalobos, founder of Pragma Comunicação. "Several announcers are reconsidering the possibility of carrying out old projects, which were kept at the bottom drawer, as consumption has been very high lately. Some others have searched for agencies that are also good sales and communication strategy partners for their products", adds the executive.
The evolution
According to Villalobos, the evolution of the advertising agency´s role in Brazil is increasingly important. "They must realize that their real competitors are not only the other agencies that either win more or fewer prizes, but also business consultancies that create strategies to help boost business and produce effective results."
Brazil x Other Countries
Miguel Villalobos has already worked in Peru, Mexico and the United States. When analyzing communication in these countries and comparing it to Brazil, the executive highlights that in the United States and in Mexico communication in the pharmaceutical industry is mainly focused on strategy. "While the advertising agencies market in Brazil were set up by creation professionals, who opened their agencies, in the other countries businessmen and strategy planners made it."
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