A Look At Brazilian Advertising Mogul Nizan Guanes
How Advertising Is Conducted In Brazil
Brazilian advertising has some strong differences but also some similarities to how advertising is done in the United States. One tactic that many companies, especially foreign companies use when advertising in Brazil for the first time is by including their products in top soap operas and other hit shows. The products are often prominently displayed and are often used or interacted with in the soap operas and TV shows.
These TV shows have large audiences and many people are influenced in lifestyle choice and culture by these shows and soap operas. It therefore makes great sense for companies to advertise in this method in Brazil. You reach a large audience and can make people try your product out at a high rate.
Another striking difference of Brazilian advertising is that ads can be considered extremely graphic or sexy by our standards in the United States. Sexuality is much more openly expressed in Brazil and is even encouraged. It is considered the norm in Brazil, rather than an exception in the United States.
Brazilian Advertising Mogul Nizan Guanes
One of the most successful advertising and communication figures in Brazil is a man by the name of Nizan Guanes. The now famous advertising mogul began his career as a graduate from the business administration program at the Federal University of Bahia in Brazil. His first job was as a copy writer. Nizan Guanes worked for several firms, creating scripts for ads. His work in advertising has won him many award and mentions in magazines. For example Nizan Guanes was named the top Brazilian entrepreneur by business magazine Ernest And Young.
Top accomplishments of Nizan Guanes include founding an internet portal similar to AOL in the USA called iG. His biggest claim to fame by far is the creation of a conglomerate company called the ABC group.