Marketing trends in Brazil focus on brand experiences and regenerative models

Recent developments in the Brazilian marketing sector highlight a shift toward experiential engagement and socially responsible agency models.

Pedro Del Priore, CEO of Grupo Ginga, advocates for a new agency framework centered on organizational culture, artificial intelligence, and regenerative economics. Del Priore suggests that agencies must move beyond simple product sales to address social and environmental impacts. His group, which recently achieved B Corp certification, is investing in leadership training focused on regenerative economics to balance financial results with human and environmental value. Additionally, Del Priore notes that while AI can automate repetitive tasks, it must be adopted responsibly to allow professionals to focus on high-value strategic work.

In the consumer sector, the confectionery brand Fini is expanding its presence through immersive experiences. In partnership with Grupo Vegas, Fini has secured naming rights for the “Rolim Extremo por Fini” Halloween event in São Paulo. The initiative utilizes immersive theater and sensory activities to connect the brand with consumers through entertainment rather than traditional advertising, reflecting a broader trend of brands seeking deeper engagement during seasonal commercial opportunities.