Keynote by digital marketing maverick Michel Lent on disruption of advertising in Brazil.

2. It’stheendofthe
Worldasweknowit
formarketinginBrazil
@lent
Michel Lent
Founder, CPO
Lent/AG

3. Factscheck

5. Brazil at a glance

6. 123 million Internet users

7. 91 million on Facebook

8. Over 240 million active mobile lines

10. Structural
changes

11. The scattered audience

12. on huge, global platforms

13. Talking to a lot of people became
cheaper and more accurate

14. Traditional media has become less
effective losing a lot of audience

15. New ways of consuming information rise

16. Saturated
attention

17. Everything fighting for the 24 hours of the day

18. Content available in any screen, anywhere

19. The connected consumer: well-informed;
full of demands; strong opinionated

21. Conjunctural
changes

22. Impeachment,
recession, instability

23. International
uncertainty

24. Unemployment rise in Brazil

25. Less buying power

27. Impactof
changeover
media
companies

28. Traditional TV
shows losing
commercial
appeal

29. Fighting for viewershing not
only with other TV stations

30. But also with independentent producers

31. and all other sorts of
streaming content services

32. All media loosing as a whole the
dispute with Internet

33. Less viewership, less revenue

34. Having a direct and profound impact on staff and
the size of the traditional media companies.

36. Theimpacton
marketingand
advertising

37. Retail and other industries with less revenue
making smaller budgets

38. As traditional media looses effectiveness,
new models are necessary

39. Weaker effectiveness, less sales,
smaller budgets, fewer agencies

40. Strong demand for new solutions,
new formats, cheaper

41. Individuals more effective than corporations

42. To understand and use Digital,
becomes mandatory

44. Thenew
advertisers

45. The era of no-advertising brands

46. Growth-hacking mentality

47. New generation of born-digitals
taking charge in corporations

48. The new marketing logic
1NEGÓCIO
2EXPERIÊNCIA
3CONTEÚDO +
DISTRIBUIÇÃO

50. Thenew
agencymodel

52. Media commission-based model no longer works

53. Less money,
smaller structures

54. As focus shifts from creative to
ROI, business models demand changes

55. The clash of Consulting
and Advertising companies

56. Traditional agencies, all on hands of international
groups face mergers and downsizing.

58. Groundzero

59. OPPOR-
TUNITY

60. As everything
we knew faces
transformation

61. You have no choice
but to jump without
knowing where you
will land

62. So, while in
the air, seize
the
opportunities

63. The end of a cycle is a new beginning

64. As we all start
again, at the
same time

65. We're all at the same point, leveled

66. How many resets will
you life bring you?

68. thanks;)
MICHEL LENT
m@lent.ag | www.lent.ag
www.slideshare.net/mlent68