About to complete a decade of existence, the advertising agency All Set Communicationfrom the businessman Leopoldo Jereissatihas already experienced some of the transformations promoted by technology in people’s relationship with advertising.
In the latest shift, Jereissati realized that companies needed to understand more than traditional advertising. It was necessary to transform data into strategies, connecting brands and consumers more precisely.
The evaluation came together at a time when All Set began to work closely with platforms such as Mercado Livre and Amazon, which stopped being simple marketplaces and became complete information and audience ecosystems.
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It was there that Jereissati identified a new frontier: retail media. This means that, instead of just selling products, Meli and Amazon also began to evaluate the behavior of their consumers to sell targeted advertising.
“Mercado Livre, with its partnership with Disney+combines the quantity of data at scale with the quality of the audience. This allows brands to impact consumers with a precision that we have never seen before”, he said, in an interview with journalist Dony de Nuccio.
This change allowed All Set to guide its clients on how to use data, algorithms and artificial intelligence to target advertising directly to their target audience. Jereissati highlights that the big challenge for brands and CMOs is to adapt to this new dynamic. “Those who are not branding within these platforms are already falling behind”, he states.
Heir to the traditional Iguatemi, Leopoldo Jereissati carries the family experience of creating consumption ecosystems. If shopping centers brought together brands and consumers in a physical space, today he projects these meetings into the digital universes of Amazon and Mercado Livre.
To the Talk InvestNewsJereissati remembers that it is not just about selling, but about building brand narratives that dialogue with new consumer behaviors.
See the full interview:
