June 29, 2015
Meio & Mensagem, a local marketing and communications publication, recently interviewed RAPP Brazil’s Digital VP, Ricardo Pomeranz, about his views on branded content in Brazil.
The article discusses challenges brands face when trying to attract the attention of an audience in a world where they struggle with the tyranny of choice. Pomeranz defines branding as “a form of dialogue with the consumer that matches the present moment: agile, subtle and engaged.” If branded content is well applied, it creates a strong connection between the brand and the consumer.
The interview also took a deeper dive into Ricardo’s opinions of the branded-content movement in Brazil. A ubiquitous comment circled around how this new marketing movement is still “very disorganized and reactive” in Brazil.