When media become strategy
The fragmentation of audiences and the ‘explosion’ of new channels have forced media agencies to reinvent skills and methods. They have become strategic partners for brands, combining data, technology and creativity to respond to a changing market. The media agency sector is undergoing one of the biggest transformations of the last two decades. Accelerated digitalization, […]
“A brand shouldn’t enter too many markets at once.”
Ismo Nikkola (pictured), Senior Vice President of Global Marketing and Brand Management at Finnish company Valio, shares key consumer trends and highlights the mistakes marketers and advertisers should avoid. Founded in 1905, Valio is a Finnish dairy and plant-based food company with a presence in 50 countries. The company is investing in plant-based products and […]
Media Agencies Welcome Berlusconi-Founded Group’s Acquisition of a Stake in Impresa
“Excellent for the industry”, “excellent news for Impresa and for our market”, “anything that strengthens this sector deserves to be welcomed.” Media agencies praise the MFE–Impresa deal. “Regardless of whether the deal goes ahead, it is already positive news that a major European media group with operations across several countries has shown interest in one […]
Brand Building and Performance Marketing Divide Industry Experts
“Brands are built over time, but to survive they also need to deliver results today,” says Ricardo Pereira, co-founder of Comon, the agency behind a conference (pictured) on balancing short- and long-term investment strategies. The balance between investing in brand-building and performance marketing remains a subject of debate among industry experts, as demonstrated by the […]
Comon Hosts a Debate on Balancing Sales and Brand Building
The conference, taking place on 25 September at Hood in Marvila (pictured), will feature Ismo Nikkola, Executive Vice President for Brand, Communications, Sustainability and Public Affairs at the Finnish dairy company Valio, as its keynote speaker. With the support of Nova Expressão SGPS, Comon will host the Long versus Short Time conference on 25 September. […]
Where Will Advertising Investment Go in the Final Stretch of the Year?
The first half of 2025 was marked by uncertainty. But what can advertisers expect as the market enters the final stretch of the year? Executives from Wavemaker, Initiative and Nova Expressão share their outlook. “At Nova Expressão, we expect a strong finish to the year in terms of advertising investment. Traditionally, this is the busiest […]
“Portugal is very unforgiving towards domestic companies, especially media and advertising agencies.”
In an interview with M&P, on the occasion of the acquisition of Comon, Pedro Baltazar (pictured) reveals that the development of digital tools for media and internationalisation are the focus. TIN and RTP, as well as emerging media formats such as podcasts and streaming, are among the other topics discussed. Nova Expressão SGPS starts the […]
“As long as we keep cannibalising each other, the market will not grow.”
Filipe Teotónio Pereira and Ricardo Pereira, from Nova Expressão and comOn, now have a common shareholder. The impact of the deal on the agencies, but above all the opportunities and challenges of the market, under analysis. “When we become complacent and think that brands exist because agencies exist, everything is wrong. We need the industry […]
When TV is truly relevant.
The sustainability of brands depends on the renewal of their consumers, but also on caring for those who already are consumers. If we do not do it, another brand will. In a society in which the vast majority of people have very high exposure to digital media, it becomes relatively simple to guarantee results for […]
The media agency industry
I sincerely believe that it will not require a major effort for agencies to come together again around a single association, with all the advantages this brings in terms of capacity for intervention. In the marketing and advertising landscape, media agencies face major challenges to their business model as a result of technological disruption, its […]