Futuro das agências de publicidade no Brasil: percepção de profissionais da região Sul e Sudeste

Abstract

Advertising is a very dynamic area, constantly guided by changes in society. To be able to follow all innovations, it is necessary to look beyond the present, seeking to trace trends and possible structural changes. Therefore, it is extremely important to create an understanding on this subject, aiming to raise awareness among professionals in the area and, consequently, improve the operating environment. Taking that into account, this monograph targets to research how advertising agencies are structuring themselves to meet the demands inflicted by the market in the 21st century. To build this understanding, the history and operating characteristics of the first advertising agencies established in Brazil were explored, market developments that drove the adaptation of national agencies and the possible new models that will emerge. As an empirical study, the opinions of influential and active professionals in the area were collected, through the Delphi method, in order to understand the perspective of working models for the future advertising. Thereby, it was possible to see that managers are looking for new models of agencies, breaking with traditional standards and focusing on structures capable of following current social demands. These new models demand the presence of multitasking collaborators capable of dealing with different situations in the advertising market, thus generating a need for managers to value professionals. [resumo fornecido pelo autor]