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Software.com.br signs agreement with Hootsuite for corporate resale of the world's most widely used social media management platform

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Software.com.br signs agreement with Hootsuite for corporate resale of the world's most widely used social media management platform

A Software.com.br, a Brazilian company founded over 15 years ago in the city of São Paulo and recognized as a reference in technology solutions for the Latin American corporate market, announces another business partnership in 2024 – this time with the Canadian company Hootsuite, a global brand management company on social media and whose eponymous cloud platform is used in over 200 countries by more than 16 million users and by 800 members of the Fortune 1000 – the famous list compiled annually by the North American business magazine Fortune with the 1000 largest companies in the United States ranked by revenue.

With the agreement, Software.com.br will be responsible for commercialization via SaaS(Software as a Service) Enterprise Editionfrom the Hootsuite solution to the corporate market in Brazil, Mexico, and Colombia. The Enterprise package includes from 5 users and 50 social media accounts and offers centralized dashboard tools for agile, secure, and high-performance management of approval workflows and resource management, customized analytics, and social listeningand advanced inbox, plusreports post performance, sentiment reporting, industry and competitor benchmarks, report scheduling and export, ad spend analysis, and single sign-on (SSO) for occupational health and safety.

Hootsuite Enterprise offers advanced engagement capabilities and ensures productivity for social media managers and employees by facilitating day-to-day tasks and routines, from content curation, scheduling and publishing posts, to collaboration and team management and ROI calculations (Return on Investment, acronym in English forReturn on Investment), with real-time monitoring for quick decision-making.

Hootsuite Enterprise also includes a content library and offers users free training fromHootsuite Academy, including access to priority, dedicated, direct support with a Customer Success Manager to help maximize your use of the solution.

The Enterprise package is GDPR compliant (General Data Protection Regulation, in Portuguese) and holds the largest ecosystem of any other social media management platform on the market, such as Adobe Stock, Dynamics, Salesforce, Slack, Tableau, Power BI, among others, with fast and automatic integration to Facebook, Instagram, TikTok, LinkedIn, X, YouTube, Threads, WhatsApp and Pinterest accounts.

"The commercialization agreement with Hootsuite is a tactical move and symbolizes another achievement for Software.com.br in offering a robust and comprehensive portfolio that includes the world's best and most advanced technological solutions to meet the most pressing demands of our corporate clients in Brazil, Colombia, and Mexico," says Rodrigo Villar, CEO of Software.com.br.

“The partnership gives us the opportunity to demonstrate, promote, market and reference the numerous benefits of Hootsuite Enterprise to agencies, managers and Marketing teams and to schools, governments and companies from the most varied sectors that seek to leverage, improve and elevate their presence on social media through the best and most used platform for managing actions and strategies focused on brand and business growth on social networks”, concludes Villar.

Executive Beatriz Vieira,Territory Managerfrom Hootsuite for Brazil, was at the Software.com.br offices in São Paulo, reinforcing the importance of this collaboration for strengthening Hootsuite's presence in the Brazilian and Latin American markets.

“The visit was an excellent opportunity to strengthen ties, align expectations and plan the next steps of this strategic partnership that will bring great benefits to our customers throughout the region,” says the executive.

ABcripto announces Fábio Moraes as Director of Education and Research

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ABcripto announces Fábio Moraes as Director of Education and Research

The Brazilian Association of Cryptoeconomics (ABcripto) announces the arrival of Fábio Moraes as the new Director of Education and Research. With extensive experience in the sector, the professional works as a professor at Insper (Institute of Education and Research), founder of the Expertise Institute, career mentor, and writer.  

The new Director of Education and Research at ABcripto was also a director at Febraban (Brazilian Federation of Banks), when he created the platform "My Wallet Up to Date," benefiting thousands of families in personal finance management and in combating over-indebtedness. Additionally, it trained thousands of banking professionals through the Febraban Institute of Education. Author of books on education and management, Moraes recently released "The Journey of the Whole Self, the Seven Paths to Your Purpose."

The creation of the Education and Research Directorate at ABbcripto aims to strengthen the association's role as a knowledge-generating center in the virtual assets sector. "Brazil has enormous potential in the crypto economy, driven by our innovative and creative profile, combined with regulatory advances promoted by the competent authorities. This promising scenario opens doors for the development of initiatives that meet both market demands and societal needs, and I am fully committed to contributing to this progress," says Moraes.

With extensive experience in the financial market, Moraes was CEO of Blockchain Academy. On that occasion, it strengthened partnerships with strategic stakeholders in the crypto market, promoting the sector's culture and developing talent for the market, as well as supporting regulators, the press, and investors. "I am very excited to contribute to the development of the crypto market in Brazil and to support both professionals and investors in their learning journey and adaptation to this constantly evolving sector," he declares.

The executive arrives with the important mission of contributing to the democratization of knowledge about cryptoeconomics in Brazil. "We want to create an accessible educational platform for the population to provide a clear understanding of the universe of crypto assets and teach how to make investments safely. Additionally, we will work on training programs for various audiences, such as government agencies, regulators, the judiciary, the press, high school and university teachers, among others," he adds.

Discover the automations that can enhance the use of WhatsApp for sales

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Discover the automations that can enhance the use of WhatsApp for sales

A study revealed that 95% of Brazilian companies use WhatsApp, establishing it as the most popular chat in the country. This statistic reflects the efficiency and practicality of the tool, which facilitates direct and agile communication between brands and customers, strengthening relationships and expanding interaction possibilities. The survey was conducted by Yalo.

The Business version of the app offers features that go beyond the basics, but it is the Official WhatsApp API that provides a more practical and professional solution. With it, companies can not only serve their customers quickly but also incorporate essential features such as integrated payment, automated support, and post-sales management. These tools make the official WhatsApp API a strategic resource for companies seeking to optimize processes and improve the customer experience.

These are the so-called intelligent automation solutions, advanced personalization and multichannel integration, advances that bring new possibilities for businesses.

“There are technologies such as chatbots that integrate channels such as websites and social networks — Facebook Messenger and Instagram Direct — with customer service via WhatsApp, making everything more practical and faster, for example. And they also provide customer service automatically,” says Alberto Filho, CEO of Poli Digital.

In Brazil, approximately 164,000 chatbots are in operation, according to the Brazilian Bot Ecosystem Map. These systems go beyond the basics: they use artificial intelligence to simulate almost human interactions, resolve doubts, make appointments, and even close sales.

Integration

Alberto Filho says that today it is possible to integrate advanced chatbots with systems such as CRM (Customer Relationship Management), ERP, and e-commerce platforms. With these integrations, routine tasks such as updating invoices, order confirmations, or delivery status changes can be automated, allowing human teams to focus on more strategic activities.

“This strategy offers consumers the possibility of starting a conversation on one channel and continuing it on another, without losing their interaction history. This continuity is important for brands that deal with high volumes of interaction, allowing a centralized view of all points of contact with the consumer”, comments the CEO of Poli Digital.

Payment 

In addition to customer service, using a platform that integrates with the Official WhatsApp API also offers the possibility of automated payments directly through the platform. An example of this functionality is Poli Pay, a solution developed by Poli Digital. With it, consumers can make payments directly in the chat while being served, making the purchasing process more practical and integrated.

This feature has been gaining ground in the market and is in full expansion. The amounts processed by Poli Pay have already exceeded 6 million reais, demonstrating its effectiveness in simplifying transactions and increasing convenience for businesses and customers.

Alberto says that Poli Pay enables the creation of catalogs of products and services illustrated with photos, and the creation and sending of "shopping carts" with the option of a payment link. All integrated with Mercado Pago and PagSeguro.

"The goal is to provide a smooth shopping experience, eliminating barriers and increasing conversion chances," explains Alberto Filho. This approach is supported by data: a study by Poli Digital reveals that the conversion rate using the Poli Pay solution can be almost three times higher than traditional e-commerce.

Security

For companies that are not yet part of this trend and want to start, Alberto highlights the importance of choosing a chatbot that is provided by an official partner company of the Meta Group, which offers a series of important benefits and above all: security.

The official integration ensures that all interactions carried out via WhatsApp are conducted securely, protecting user data and preventing practices that violate the platform's guidelines. This significantly reduces the risk of suspension or cancellation of contact channels, a common problem for companies using non-certified solutions.

“With the advancement of the Official WhatsApp API as a central platform for sales, service and marketing, brands that embrace these trends will be aligned with global communication and innovation practices in 2025. This will allow them to offer differentiated experiences and gain a larger share in an increasingly competitive market,” concludes the CEO of Poli Digital.

Magis5 transforms the life of an entrepreneur and boosts sales

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Magis5 transforms the life of an entrepreneur and boosts sales

Thiago Monteiro began his entrepreneurial journey there in 2011 when he opened a cosmetics distribution company on the São Paulo coast. In the beginning, everything was simpler: he worked with some exclusive brands and supplied beauty and personal care products. But it was during the pandemic that his life took a different turn. Like many, he had to reinvent himself and ended up diving wholeheartedly into the digital world.

With commerce stopping and customers hesitating to pay, Thiago decided to bet on e-commerce. He transformed a little messy room into a mini operations center, set his stock to run, and within three months, was selling enough to cover all the household expenses. That's when he realized that online had more potential than he could imagine.

Even being a "traditional" businessman, more connected to offline, Thiago started sharing his experiences online. This led him to seek a tool that would make managing his e-commerce easier, which at the time was already selling everything: household items, toys, and children's shoes.

Initially, the entire process was carried out manually. He and his wife, Nathália, were dedicated to registering their products individually on various marketplaces, such as Mercado Livre and Shopee. They faced several other difficulties: inventory control was complex, systems did not integrate, and even the labels for shipping products by mail had to be made one by one.

In 2022, Thiago took a leap in his entrepreneurial journey by investing in technology. While searching for systems to help with these difficulties, he found Magis5, an automation and integration platform with major marketplaces such as Mercado Livre and Shopee.

I was able to list all my products at once on all the marketplaces integrated with the platform. I gained a lot of agility and visibility, which led to a sales boom. Not to mention that all procedures related to orders are processed automatically and centrally, from tracking the order status to delivery, including sales control, billing, and issuing invoices and documents. "And that's how we went from a makeshift room to a high-performance e-commerce," he highlights.

Thiago Monteiro found the solution for his business in Magis

According to the merchant, the platform automates several manual tasks, such as creating ads and kits, inventory control, shipping, financial management, as well as providing detailed dashboards and providing greater efficiency and profitability for the business.

“I remember how complicated inventory control was, since the systems didn’t communicate with each other. Today, thanks to technology, everything is automated. Now I can manage my inventory easily and price different products in bulk much more quickly. All of this is intuitive and even those who are just starting out in e-commerce can use it without difficulty,” he says.

In this way, the time spent managing the marketplaces was halved, allowing for more results with less effort. "We even reduced shipping errors, which were common without automated control. This also contributed to lowering logistics costs," he explains. And if previously three people were needed to handle the shipping and sorting of products, today he manages everything with just one employee.

Between 2022 and 2024, the transformation was even more significant. The result? A revenue of R$ 400,000 per month, with a much leaner and more efficient operation.

However, Thiago doesn't want to stop here. They already have plans to launch their own brand, Tadebrinks, focused on children's products such as tights, bows, and rompers.

“Is it possible to run my business without technology that integrates and automates management? It is possible, but this would require greater investment and much more effort to manage processes that are currently fully automated. With this solution, I save time, reduce costs and minimize errors — benefits that would be much more difficult to achieve otherwise,” he explains.

Even with the Brazilian e-commerce having a very targeted profile, one thing is clear: being present on marketplaces can be decisive for the business. A survey by BigDataCorp on the "Profile of Brazilian E-Commerce" showed that almost half of the online stores in the country (45.79%) are managed by just one person. Furthermore, 40.47% have a maximum of ten employees, usually between one and two.

In 2024, there are already over 1.9 million online stores in Brazil, a growth of 17.14% compared to the previous year. Of these, 68.44% sell one to ten products. These numbers show how the sector is growing, but also reinforce the need to invest in technologies that help automate processes and give small businesses more strength to stand out in such a competitive market.

6 Finance Trends for 2025: How New Technologies Can Help with Tax Reform

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6 Finance Trends for 2025: How New Technologies Can Help with Tax Reform

Financial management in retail should be seen as a strategy, not just a necessity for the operation and control of stores. She saves time and resources for the business, strongly contributing to sales success. And moreover: the implementation of the Tax Reform, scheduled to begin in 2026, is another reason for merchants to keep up with the sector's news.

Next year, companies will face a major and new challenge, which is understanding the Reform and how to benefit from it without succumbing to its complexities. Complaining is useless, and it is necessary to have a 'hands-on' attitude right from the start, says Paulo Zirnberger, CEO of Omnitax, a company specialized in tax intelligence and fiscal solutions. "The sector is used to 'making lemonade out of lemons' and, this time, the impact will not only be on the tax chain but on the entire retail sector," he continues.

New technologies and artificial intelligence should assist in this leadership, alongside digital payment platforms and Open Finance. To help companies not only during the Reforma transition but in the long term, the executive shares five trends and technologies that should be present in the retail sector in 2025. Confira: 

1- Tax Reform Calculation Engine

The engine of tax reform is a tool to guide companies to stay in compliance with the legislation. The idea here is to simulate operations, allowing managers to make real-time business decisions based on an understanding of each tax DNA. The solution works in the cloud and can be connected to systems via APIs, making it highly connectable, simple, fast, flexible, and specialized.

"Never has the word 'competence' been so important. It is expected that each company in the tax and financial ecosystem has its own, and it is up to technology to deliver new capabilities for retail to face the challenges of the next ten years, during the transition," says Zirnberger.  

2. Integration of artificial intelligence and automation

Artificial intelligence (AI) will greatly assist in transforming the tax and financial management of retailers, initially providing legislative content and the ability to adapt operations and decisions in real time. With optimization, traceability, and predictive analysis tools, companies can design the best financial scenarios for their value chain to meet consumer demand, enabling strategic inventory planning and avoiding both excess and shortages of products.

"Furthermore, this technology enables real-time price optimization, adjusting values based on variables such as legislation, market trends, competition, and customer behavior, which can maximize profit margins," highlights the executive.

3- Digital payment platforms

E-commerce continues to be driven by the accelerated adoption of digital wallets and innovative payment methods, such as Buy Now, Pay Later (BNPL). These systems facilitate consumers' shopping experience, reach more demanding people with their payment methods, and generate significant opportunities for companies to stand out in markets.

Digital wallets, for example, offer a fast, secure, and convenient experience, aligned with the demands of modern consumers who prioritize convenience and technology. With it, there is no need to provide data, physical or digital cards, and the purchase can be completed in seconds.

As for BNPL, which allows payments to be divided into interest-free installments, it caters to a audience seeking financial flexibility, especially among young people.

4- Expansion of omnichannel and personalized experience

The convergence between physical and digital channels is changing the way companies interact with their consumers. It allows consumers to seamlessly move between physical stores, e-commerce, mobile apps, and social networks, maintaining the same level of quality and personalization in service.

This means that the customer can, for example, start their online shopping journey, check product availability in a physical store, and complete the purchase in person or vice versa. "Investing in omnichannel strategies, which integrate different touchpoints into a consistent, personalized, and extremely fast experience, is essential to increase revenue and strengthen customer loyalty," emphasizes Paulo.

5- Strategic use of real-time data

In retail, data is the main driver of operations and strategic decisions. With the advancement of Business Intelligence (BI) platforms, managers gain access to tools that provide a comprehensive and real-time view of their companies' financial, operational, and commercial performance.

One of the main advantages of using BI integrated with the calculation engine in retail is the ability to analyze large volumes of data and turn them into real-time decisions; adjusting prices up or down based on business knowledge is the new trend. Platforms integrate information from multiple sources, such as point-of-sale (POS) systems, e-commerce, social media, and consumer feedback, creating a solid foundation for decision-making.  

6- Open finance and personalization of financial services

The progress of Open Finance continues to allow consumers to share their financial data in a secure and controlled manner. This change creates a new scenario, in which merchants have access to detailed information about their customers' financial profiles, which in turn opens doors to a series of personalized opportunities.

“With consumers’ consent, companies can access information about their behavior, such as purchasing history, payment habits and credit capacity. By obtaining this data, merchants can develop products and services that directly meet the demands and preferences of each customer, increasing conversions,” concludes Paulo.

BPO can help the Financial sector reduce fraud by 30% in Brazil

Inon Neves
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BPO can help the Financial sector reduce fraud by 30% in Brazil

In a dynamic and constantly evolving economic scenario like Brazil's, fraud prevention in the financial sector is a priority. Each year, financial institutions face substantial losses due to fraudulent activities, which not only affect their financial balance sheets but also undermine consumer trust and the integrity of the financial system as a whole.

According to the Brazilian Federation of Banks (Febraban), bank frauds cause annual losses that can exceed R$ 2 billion. This amount includes electronic frauds such as phishing, malware, and social engineering attacks, as well as traditional frauds such as document and check forgery.

And even though electronic fraud accounts for 70% of the loss, traditional scams still have their impact. Among these, the forgery of documents and checks stands out. Banks have adopted rigorous verification and authentication measures to mitigate these risks, but fraudsters continue to develop new methods to bypass security systems.

Financial sector: adopting BPO to mitigate fraud

Fraud not only undermines customer trust, it also causes significant losses for financial institutions.

In this context, BPO (Business Process Outsourcing) services have been adopted by financial institutions as a strategic solution to mitigate risks and strengthen control mechanisms.

One of the areas where BPO can have a substantial impact is in the customer registration process. Outsourcing this process to a BPO company allows banks and other financial institutions to benefit from advanced identity verification practices, background analysis, and data validation, thereby reducing the likelihood of identity fraud.

Additionally, BPO companies often employ cutting-edge technologies such as artificial intelligence and machine learning to detect suspicious patterns and anomalies that might otherwise go unnoticed using traditional methods.

Another financial process that can be benefited is payroll-deducted credit. This type of credit, which is quite popular in Brazil, is subject to multiple fraud risks, from document forgery to manipulation of customer information. When outsourcing the management of payroll-deductible credit, financial institutions can implement rigorous and systematic checks, ensuring that each application is meticulously evaluated.

BPO companies can provide an additional layer of security by utilizing sophisticated data analytics and real-time cross-referencing, which is crucial to identifying and preventing fraud.

Account opening also constitutes another process in which BPO services can assist in fraud mitigation. Scammers use fake or stolen identities to create fraudulent bank accounts, which are then used for illicit activities such as money laundering or financing criminal activities. Implementing robust identity verification measures and utilizing advanced technologies to detect suspicious behaviors are essential to mitigate these risks.

BPO can reduce fraud by up to 30%

Research indicates that outsourcing financial processes to BPO companies can significantly reduce the risks of fraud. A study by Everest Group revealed that companies using BPO services experience up to a 30% reduction in detected frauds compared to those managing these processes internally.

And this happens because, in addition to checking data, providers of these services operate with a very high level of compliance with legislation, including using technologies such as blockchain to create transparent and immutable records of transactions.

The integration of cybersecurity solutions offered by these providers is also a determining factor in protecting customers' sensitive data and preventing cyberattacks, which can lead to serious security breaches and financial losses.

In the Brazilian context, where challenges are unique and threats of fraud are ever-present, adopting BPO services can be the key to a safe and efficient financial operation and, certainly, to reducing losses.

Professional trends for 2025. ESPM specialist cites promising areas in the job market

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Professional trends for 2025. ESPM specialist cites promising areas in the job market

Currently, we are experiencing a period of profound transformations in the labor market, driven by the digital revolution. In this context, some areas of activity stand out as promising for 2025. According to Lilian Cidreira, a leadership and emotional intelligence professor at ESPM, sectors related to Artificial Intelligence will undoubtedly be in high demand and tend to strengthen more and more. Furthermore, digital marketing is a field that will continue to stand out significantly. I notice a growing interest among people in understanding this marketing approach, mainly focused on social media.

Other relevant areas pointed out by Cidreira are Emotional Intelligence and People Management. According to her, many professionals face difficulties in dealing with high-pressure environments. In this sense, topics such as productivity and time management also gain prominence, as there is a direct connection between task overload and the emotional impact it can cause.

ESPM offers a list of holiday courses in these areas. Check it out

Digital Area

Content Marketing with Artificial Intelligence - Prompts and Tools for Engagement

Course start:January 20th

Time:7:30pm to 10:30pm

Campus:ESPM Tech – 1240 Joaquim Tavora Street – Vila Mariana – SP

Formato: Online and live or in person

Registration and information: here

Creator Marketing and Influencer Marketing for Digital Strategies

Course start:January 22nd

Time:7pm to 10pm

Formato: Online and live

Registration and information: here

High Impact Social Media Management – Position and Performance in Practice

Course start:January 27th

Time:7:30pm to 10:30pm

Campus:ESPM Tech – 1240 Joaquim Tavora Street – Vila Mariana – SP

Formato: Online and live or in person

Registration and information: here

Fast Track em Marketing Digital

Course start:February 2nd

Time:7:30pm to 10:30pm

Campus:ESPM Tech – 1240 Joaquim Tavora Street – Vila Mariana – SP

Formato: Online and live or in person

Registration and information: here

Creativity, Design Thinking and Artificial Intelligence

Course start:February 3rd

Time:7:30pm to 10:30pm

Campus:ESPM Tech – 1240 Joaquim Tavora Street – Vila Mariana – SP

Formato: Online and live or in person

Registration and information: here

Artificial Intelligence in Practice for Sales and Services

Course start:February 3rd

Time:7:30pm to 10:30pm

Formato: Online and live

Registration and information: here

Social Media Analyst

Course start:February 10th

Time:7pm to 10pm

Formato: Online and live

Registration and information: here

Artificial Intelligence applied to Digital Marketing

Course start:February 10th

Time:7:30pm to 10:30pm

Formato: Online and live

Registration and information: here

Leadership, People and Organizational Culture Area

Convey Credibility When Speaking in Public

Course start:January 13th

Time:7:30pm to 10:30pm

Campus:ESPM Tech – 1240 Joaquim Tavora Street – Vila Mariana – SP

Format:In person

Registration and information: here

New Strategic Leadership: Management and Creativity

Course start:January 13th

Time:7:30pm to 10:30pm

Format:Online and live

Registration and information: here

Personal Branding to Boost Your Career and Business

Course start:January 14th

Time:7:30pm to 10:30pm

Format:Online and live

Registration and information: here

Assertive Communication for Leadership

Course start:February 3rd

Time:7:30pm to 10:30pm

Campus:ESPM Tech – 1240 Joaquim Tavora Street – Vila Mariana – SP

Format:Online and live or in person

Registration and information: here

V4 Company announces COO and VP of Operations to drive growth and expand network results

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V4 Company announces COO and VP of Operations to drive growth and expand network results

A V4 Company, a leading digital marketing consultancy in the country, announces Vinicius Colli as Chief Operating Officer (COO) and Gustavo Figueiredo as Vice President of Operations.The appointment reinforces the company's commitment to enhancing the customer journey, improving the quality of deliveries, and optimizing processes, aligning with the goal of $1 billion in annual revenue by 2030.

Focusing on customer experience and results, Colli and Figueiredo take on the challenge of expanding operational performance across the entire network, with the goal of delivering more value to the end customer. "Our goal is to ensure that each franchised unit has solid processes to deliver high-quality service, providing tangible results and an even better experience for our clients. This is the way to establish V4 Company as a reference in professional digital marketing services," says Colli.  

Dener Lippert, CEO of V4, emphasizes that the new positions reflect the company's vision. Vinicius and Gustavo's leadership strengthens the network as a whole. They have the necessary experience to set standards of excellence, focusing on service quality and results, building a strong and sustainable ecosystem.

Vinicius Colli began his journey at V4 six years ago as a franchisee, investing less than R$10,000 in Colli&Co, which became the first unit to reach R$1 million in monthly revenue, alongside Gustavo Figueiredo. Today, the operation handles approximately R$40 million annually and serves clients of V4X, the company's exclusive arm for large corporations, such as XP Investimentos, Sicoob, and Grupo Salus. Both leave their respective positions at the franchise to assume new roles at the headquarters.

With the new leadership structure, V4 Company aims to optimize its operations, deliver more value to clients, and promote growth while strengthening its operations and fostering the success of its members as part of this process.

Three ways to avoid making Ochres

Peter Signorelli
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Three ways to avoid making Ochres

This is not the first time I make the next comment: lately, I feel that OKRs – Objectives and Key Results – have become a kind of 'trend'. Companies claim to have the tool and to use it in their daily operations throughout their processes, but I internally wonder if they are doing so correctly.

Some of these companies, after a period of using the tool, end up taking a contrary approach: abandoning OKRs because 'they don't work'. Many people have already come to me and commented that it is not possible to talk about OKRs in a certain organization because consultant X implemented them and it went wrong, and the CEO, owner, or team are now averse to it.

Believe me, it wasn't few times that the situation I described above happened. Do they really not work, or is it you, along with the collaborators, who didn't know how to use them or brought someone to support you who had experience with slides? After all, let's be honest, with a poorly implemented approach, it's almost impossible to use OKRs and get the most out of them.

Recently, I saw managers claiming that the tool seems like a good solution and that after a period, it proves to be a trap, diverting focus and attention, making the team in general unproductive. It was analyzing these cases that I became concerned, thinking about how the OKRs were being applied, since one of their premises is to provide greater clarity for the needs, the direction to be followed, and the actions to be taken, which will enable better results.

The truth is that to use this methodology in your company, you need to keep in mind that OKRs are not a magic formula and will not transform the organization overnight. The tool requires a change in organizational culture for it to work, and management must be extremely aligned with the team, relying on everyone's help to set goals and build objectives.

In this sense, I decided to list the three ways of how not to do OKRs, to serve as a warning to those managers who are implementing the tool incorrectly and also to help those who want to start using it:

Third way:think it is simple and easy to implement, after reading a book like 'Measure What Matters'.

First way:assign responsibility to third parties, whether the consultant or the project leader, because otherwise, the change will not happen and the responsibility for such a project lies with the leadership.

Second way:doing everything in a rush. Believe me, this won't work, because cultural change doesn't happen overnight.

BHalf Digital arrives in Brazil to revolutionize the advertising market with innovative technologies

E-Commerce Update
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BHalf Digital arrives in Brazil to revolutionize the advertising market with innovative technologies

BHalf Digital, a company ofUNIQUE Groupbased in the United Kingdom, has just landed inBrazil, bringing with it a robust portfolio of innovative solutions aimed at the digital advertising sector. Combiningcutting edge technologyand a highly qualified team, BHalf Digital offersagility and efficiencythat the competitive market demands, driving results and raising the standard of digital advertising in the country.

Your premise is to offer innovative technological solutions that revolutionize the way brands connect with consumers in the digital environment. The goal goes beyond expanding reach potential: it is to capture and hold the user's attention in an increasingly saturated world of information and distractions. In practice, BHalf Digital offers a complete portfolio of technological solutions aimed at the digital advertising market. Their services are designed to meet the specific needs of media professionals, advertising agencies—whether from large groups or independent—as well as brands and portals.

“We are bringing cutting-edge media solutions from Europe and the US to our market so that they are accessible to everyone, seeking to expand connectivity between brands and their consumers, generating new possibilities, innovation, always with results as the main focus”, says Patricia Abrell,Managing Director & Partner da BHalf Digital. 

Among the main differentiators offered to foreign AdTechs, agencies, and brands are administrative support, sales force, as well as strategic and financial assistance. As part of a global group, the company simplifies payment methods and adapts both the currency and the local realities of each country in which it operates.

By 2025, we want to consolidate our presence in Brazil and bring this transformation to all of Latin America, democratizing access to technology and driving results on a global scale, in an efficient and innovative way. Patrícia finishes.

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