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Cloudera Partners with Snowflake to Release Hybrid Data Management Integration Powered by Iceberg

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Cloudera Partners with Snowflake to Release Hybrid Data Management Integration Powered by Iceberg

A Cloudera, a hybrid platform for data, analytics and AI, has announced integration withSnowflakeAI Data Cloud company, to bring to companies a hybrid and open data lakehouse, powered by Apache Iceberg. Now, organizations can leverage the combination of Cloudera and Snowflake — two leading tools for data ingestion, processing, and consumption — to obtain a single source of information, analytics, and AI workloads.

Data is the most powerful asset of an institution. It drives informed decision-making, provides a competitive advantage, and reveals opportunities for innovation. One2022 studyKX and the Center for Economic and Business Research (CEBR) revealed that 80% of companies report higher revenues due to real-time data analysis and 98% report an increase in positive customer sentiment due to data utilization. However, to fully harness the power of data, companies need a single, unified source to store, manage, and govern all corporate information, regardless of where it resides.

Cloudera extended its Open Data Lakehouse interoperability to Snowflake, allowing customers continuous access to Cloudera's Data Lakehouse through its REST Apache Iceberg catalog.Customers benefit from an optimized data platform powered by Apache Iceberg, enabling them to ingest, prepare, and process their data with the best tools in the category. Additionally, Snowflake users can now query data stored in Cloudera's Ozone, an on-premises object storage solution compatible with AWS S3, directly from Snowflake. Customers now have access to all major formats through a cohesive collaboration, on-site and as a platform, such as Platform as a Service (PaaS) and Software as a Service (SaaS).

In addition to enabling greater interoperability between the two systems, Cloudera's clients will experience the ease of Snowflake's Business Intelligence mechanism. The mechanism can access data from Cloudera's open data lakehouse without requiring duplication or data transfer, reducing complexity, simplifying operations, and maintaining data integrity.

Furthermore, this collaboration leads to a reduction in the total cost of ownership for companies. The elimination of data and metadata silos, the streamlining of data pipelines, and operational efforts are key factors in this cost reduction. These improvements help provide AI analytics and use cases at scale more efficiently, further enhancing the value proposition for companies using Cloudera and Snowflake. This strategic integration not only optimizes analytical workflows but also provides a robust framework for organizations to drive innovation and gain competitive advantages in their respective markets.

Additional benefits of this integration include:

  • Managed Iceberg Tables: Iceberg tables improve data performance and reliability, enabling joint customers to unlock the full potential of their data through better organization, faster queries, and simplified data management, regardless of where it is stored;
  • The best mechanisms: Joint customers benefit from best-in-class mechanisms to ingest, prepare, and manage their data, enabling seamless management of artificial intelligence (AI) and business intelligence workloads;
  • Unified Security and GovernanceThis integration consolidates data security and governance throughout its entire lifecycle. Joint clients can implement consistent security measures, track the origin and movement of data, and manage metadata on a single platform, on-premises or in the cloud.

“By extending our open data lakehouse capabilities through Apache Iceberg to Snowflake, we are enabling our customers to not only optimize their data workflows, but also unlock new opportunities for innovation, efficiency and growth,” saidAbhas Ricky, strategy director at Cloudera.“This will help customers simplify their data architecture, minimize data pipelines, and lower the total cost of ownership of their data estate, while mitigating security risks. Together, Snowflake and Cloudera are bringing the next era of data-driven decision making to every modern organization.”

“Apache Iceberg is a leading choice for customers who want open standards for data, and Cloudera has been an integral part of the Iceberg project,” saidTarik Dwiek, Head of Technology Alliances at Snowflake.“Our partnership expands what’s possible for customers who choose to standardize on Iceberg desks. We’re excited to break down silos and deliver a unified hybrid data cloud experience with cross-functional analytics for all of our customers.”

“Through this collaboration, customers gain access to a robust, unified data management platform that provides a single source of truth for all their data, whether in the cloud or on-premises,” he said.Sanjeev Mohan, analyst at SanjMo.“This enables them to simplify and secure their data operations while efficiently analyzing and extracting insights across the entire data lifecycle – from ingestion to AI and analytics. It’s a strategic move by two industry giants to partner in a way that will deliver immediate value to businesses.”

Furthermore, reaffirming the commitment to advancing the adoption of Iceberg, Cloudera is pleased to announce the technical preview of the Cloudera Lakehouse Optimizer. This new service autonomously optimizes your Iceberg tables, further reducing costs and significantly improving your lakehouse performance. To learn more about this technical preview, clickhere.

Asaas announces partnership with Mastercard and new features for SMEs at its own financial innovation event

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Asaas announces partnership with Mastercard and new features for SMEs at its own financial innovation event

After announcing a Series C fundraising of R$820 million, theBasic, a reference in financial technology for SMEs, brought together over 2,000 people at the second edition of Asaas Connect, held this Thursday (10) at the Transamerica Expo Center in São Paulo. The event, which connects innovation, finance, and entrepreneurship, highlighted the new partnership with Mastercard, a global company in the payments sector, and new features for the fintech's portfolio of solutions.

With the aim of enhancing the experience of millions of small and medium-sized businesses, the new Asaas Mastercard was unveiled firsthand during the event by the fintech's president, Piero Contezini, and CEO, Diego Contezini. The Asaas Mastercard card is multi-purpose, offering debit and credit functions with a pre-approved limit. With a planned launch for the first half of 2025, the new Asaas card will provide access to the Mastercard Surpreenda program, which offers exclusive deals and purchase protection, as well as the ability to withdraw cash and make purchases anywhere in Brazil and around the world. All these benefits of the card will have no annual or monthly fees and will be available to all Asaas customers.

"This practical and secure solution integrates our services and replaces products monopolized by traditional banks. With the Asaas Mastercard card, we are not only making entrepreneurs' daily lives easier but also tackling one of the biggest challenges in Brazilian entrepreneurship: cash flow," explains Piero Contezini, president and co-founder of Asaas. Until the first half of 2025, we plan to expand this offering and bring more innovations to our portfolio.

Fabiana Fernandes, Vice President of Digital Partnerships at Mastercard, highlighted that the collaboration between Asaas and Mastercard aims to support Brazilian entrepreneurs. "Our mission is to connect and promote an inclusive digital economy. To run a business, regardless of its size, secure tools are necessary. In addition to the benefits of a Mastercard, cardholders will also benefit from Mastercard Surpreenda Empresas," says Fabiana. This program offers amenities that help entrepreneurs optimize their operations by redeeming discounts and benefits with points accumulated on business cards.

Those interested in the new Asaas Mastercard can gain early access by signing up for the waitlist. Developed in partnership with Pismo and Valid, the card will initially be offered to Asaas clients and those who register through the link: https://materiais.asaas.com/cartao-asaas-mastercard.

New features
In addition to the card, Asaas announced the integration with Nexinvoice, acquired by the fintech in the first half of this year. Aimed at small and medium-sized enterprises (SMEs), this new branch of Nexinvoice automates invoice receipt and bill payments.

Already in the testing phase, this new product will allow customers to manage water, energy, and telecommunications bills more efficiently, reducing manual work. The invoices will be automatically sent for payment to the Asaas account, with alerts about unpaid, overdue, and paid invoices.

Another renowned editionThis year's edition of Asaas Connect, which has been held since last year, featured over 40 prominent speakers, including journalist Mari Palma, geophysicist and YouTuber Sérgio Sacani, businesswoman Rachel Maia, and was concluded by lawyer and journalist Gabriela Prioli. With three stages dedicated to lectures, success stories, and interactive debates, the event provided a conducive environment for networking among CEOs, CFOs, CTOs, and entrepreneurs.

Black Friday 2024: personalized strategy tips to stand out in a market dominated by giants

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Black Friday 2024: personalized strategy tips to stand out in a market dominated by giants

With the arrival of Black Friday, small and medium entrepreneurs face the challenge of standing out in a market largely dominated by major retailers. For these companies, exploring their competitive advantages and adapting strategies is essential to achieve success during this period.

Ricardo Leite, Director of UOL Host, emphasizes that the proximity of small businesses to their customers is a great opportunity to create exclusive and targeted promotional actions. "It is necessary to be creative and offer personalized deals. Everyone is promoting actions at this time, so it is essential that your campaign stands out and speaks directly to your audience. Take advantage of knowing your customers well. It is no use betting on generic promotions if your audience has specific needs. For example, if you sell handcrafted products, a strategy focused on personalization will probably be more effective than large discounts," explains the executive.

Market data indicates a growth trend in online sales for 2024, with many companies extending their promotional campaigns throughout the month of November.

In marketing, effective communication is essential to attract customers. Preparing specific promotional materials for social media, WhatsApp groups, and websites is essential, as well as using e-commerce platforms that offer personalized newsletters, strengthening the relationship with the audience.

According to Leite, social networks, such as Instagram, TikTok and WhatsApp, are great allies, but keeping the website or virtual store updated and with good usability, with detailed descriptions of the products, their differences and benefits, is essential, as they are the destination of the campaigns.

"Each social network has its own language and interaction format, which allows targeting different audiences accurately during promotional periods," he explains. "On Instagram, for example, visual appeal is essential, and stories and posts with attractive images and videos are effective in capturing attention quickly. On TikTok, short and creative videos with challenges or trends can make a promotion go viral. WhatsApp, in turn, offers more direct and personalized communication, ideal for sending exclusive offers and last-minute promotions," he adds.

Working niches can also be a powerful strategic advantage. By focusing on a specific product you are an expert in, you can position it as the central highlight of your campaign. This not only attracts a highly interested audience but also differentiates your offer from large retailers who typically work with a broad and generic portfolio. By offering something exclusive or hard to find elsewhere, you increase your competitiveness and create a sense of urgency, strengthening the bond with the customer and boosting your chances of conversion during events like Black Friday.

Finally, Leite recommends that all actions be planned in advance, with attractive communication and the selection of products that differentiate the business from the competition. These strategies allow small and medium entrepreneurs to make the most of the opportunities that the date offers.

Positivo Servers & Solutions offers artificial intelligence solutions for Brazilian data centers

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Positivo Servers & Solutions offers artificial intelligence solutions for Brazilian data centers

With the exponential growth in demand for Artificial Intelligence (AI), data centers are rapidly adapting to support more robust and efficient infrastructures. The current trend is the implementation of high-performance servers that can handle large volumes of data and intensive processing, while also focusing on energy efficiency.

Positivo Servers & Solutions, a company that is part of Positivo Tecnologia and a concessionaire of Supermicro technology in Brazil, is excited to offer optimized infrastructure for artificial intelligence applications, including liquid cooling options.

"The partnership with Supermicro allows us to offer cutting-edge solutions that meet the growing demands for real-time data processing and analysis," says Silvio Campos, CEO of Positivo Servers & Solutions. Furthermore, Supermicro's liquid cooling offer ensures superior energy efficiency, allowing our clients to explore the full potential of artificial intelligence sustainably, driving innovation and operational efficiency in their businesses.

The CEO of Positivo Servers & Solutions also highlights that “Brazil cannot be left out of the AI opportunities that arise every day.”

To meet this demand, the company offers solutions that use this technology to improve storage and processing in data centers such asSuperServer SYS-821GE-TNHRwith 8 – Nvidia GPUs interconnected with NVLINK, in addition to full rack solutions with liquid cooling such as Generative AI SuperCluster LC, composed of 32 NVIDIA HGX systems with H100/H200 8-GPU in each system, totaling 256 GPUs in just 5 Racks, all liquid cooled.

More information about Positivo Servers & Solutions' artificial intelligence solutions can be found herehereandhere. Other news about the company can be accessedin this link.

How to implement creativity management

Helcio Lenz
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How to implement creativity management

"Everything that could have been invented has already been invented" – this phrase was said by Charles Duell, director of the United States Patent Office, in 1889. It can be difficult to understand this feeling of stagnation, especially when we are talking about more than 100 years ago. But this is the truth: it's difficult to look into the future and envision new inventions. Now that we have even reached the era of flying cars, the question becomes even more pressing: how can we advance further than we already have?   

In September of last year, Brazil rose 5 positions in the global innovation ranking, reaching 49th place – being the top in Latin America. The statistics show the country's growth in the area, which is quite interesting, mainly to attract the attention of new investors here.

But behind the growth of innovative companies, there is the creativity of a team involved. And that's where the big challenge comes in. Last year, 67% of Brazilian executives, surveyed for the National Study on Digital Evolution and Business Innovation, found that they believe organizational culture is one of the main factors preventing companies from innovating. But then, how to apply creative management in a company? Everything begins with investing in talent. Beyond just looking for those who meet the job requirements, it is also important to care about the whole, the team that is being built.

To better understand how to do this, let's imagine a scenario. On one side, we have team X: where all the members live in the same region, are of the same race, frequent the same places, share similar experiences, and are embedded in the same social context. Next, we have Team Y: each individual here comes from different places, goes through different situations, consumes different content, and belongs to different races and classes. Which team is more likely to come up with new ideas and solutions for the market?

Some companies already have this answer – at the beginning of this year, the startup Blend Edu revealed that, last year, 72% of the companies surveyed already had a dedicated diversity and inclusion management area. The number shows how relevant the agenda is to current society. This is because people placed in different contexts will create a diverse environment, bringing more ideas and viewpoints, which are essential for a company's creativity. Do you know when we see an advertisement or product so brilliant that we wonder how no one ever thought of something like that before? I guarantee it was a very well-trained team that created it.

But then, let's say you built your “dream teamDiverse: what comes next?Hiring is not a miracle solution; what matters most is the post-hire phase, the management of employees – a management team that cares about being creative also needs to look at the environment they are providing for the employees. And this is where many companies slip up. According to Korn Ferry consulting, the mistake of most management teams is hiring people from minority groups but not taking the issue seriously. Establish "quotas" for hiring, considering diversity, but not focusing on training and retaining employees, and not providing a welcoming environment will only damage the company's reputation—and scare away valuable talent.

Creative management and innovation go hand in hand. According to the National Confederation of Industry (CNI), an innovation culture is composed of 8 pillars. They are: opportunities, ideation, development, execution, evaluation, organizational culture, and resources. These little words, in summary, applied in daily life, will enable your company to stay up-to-date with the market, ready to face the challenges that arise. First, look inward – ensure that processes, goals, employees, organization, and values are aligned and functioning well. Only then will the structures thrive with the increasing challenges of the market.

We are in the era of Artificial Intelligence (AI). Today, in just a few seconds, we can ask technology to fulfill (almost) all of our requests. With a few clicks, anyone with access to these tools can create the most diverse thoughts. But, amidst so much progress, it is essential to remember that technology acts as an ally, not as a substitute for the human mind. The work coming from a team composed of different talents should not be underestimated. Companies that understand the importance of building a creative team and investing in the necessary resources to improve work quality stand out in the market.

A management team that cares about these issues should monitor trends and have leaders who are advocates of innovation, as well as engage the team and stimulate creativity, and value diversity and inclusion of professionals. These are habits that should be put into practice to create an environment conducive to the manifestation of creativity. If your company does not invest in and keep up with what the market is demanding (such as innovation, creativity, and originality), it will cease to exist. This is the plain and simple truth – just remember the big names in the market that went bankrupt because they "stopped in time."

The most valuable lesson I have learned in recent years, leading a Latin American team in a technology solutions company, is that we must always reinvent ourselves. Stepping out of the comfort zone is quite a challenge, but it's what we need to do all the time – and sometimes we don't even realize how these changes can happen naturally. When we understand the need to adapt to the environment we are in, instead of fighting against this movement, is when we are able to evolve.

The technological scenario with Tax Reform

Fernando Silvestre
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The technological scenario with Tax Reform

The Tax Reform in Brazil is about to transform the country's fiscal landscape, bringing technology to the forefront. With the digitization of various government entities, tax authorities are leveraging apps, software, and Artificial Intelligence (AI) to enhance oversight and compliance with tax regulations. In this context, it is imperative that companies and professionals adopt AI-based tools to mitigate risks and ensure compliance with new regulations.

Changes in tax legislation, driven by the Reform, have generated an avalanche of rapidly evolving information, making it challenging for companies and professionals to stay updated and understand the impact of these changes on their operations. Studies indicate that technology is crucial for boosting productivity and innovation in various sectors, including the tax sector. In fact, the digitization of tax practices has demonstrated significant benefits in terms of compliance, efficiency, and revenue increase.

A recent report from the Thomson Reuters Institute provides a detailed overview of corporate tax professionals' preparedness for the Reform in Brazil. The research, titled "Brazil's Tax Reform: insights, challenges, and opportunities for corporate tax professionals," highlights that the biggest challenges faced by professionals include workload overload and the costs associated with adapting tax management systems to the new model. Although they do not completely eliminate the challenges, technology and AI are seen as essential allies to ease the transition.

The report also emphasizes that adaptation to the Reform will require tax management systems that offer greater automation, accuracy in calculations, and agility in implementing new SPEDs and electronic tax documents. Accountants and professionals in the field should invest in technology to improve efficiency and minimize human errors during this transition period.

The research also reveals that at least 50% of respondents expect a significant increase in investment in their tax departments in the first four years of the reform, with 40% predicting that this investment will continue until the end of the transition period in 2033. For a successful transition, more than just adapted digital systems will be necessary; organizations must develop integrated and strategic action plans.

In addition to implementing advanced technologies, it is crucial for companies to stay updated with new regulations, train their professionals, and promote internal and external collaboration with specialists and consultants. Following this approach, tax professionals will be better equipped to lead their organizations through the transformations caused by the Tax Reform in Brazil.

ABOL presents profile of Logistics Operators 2024 at the ILOs Forum

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ABOL presents profile of Logistics Operators 2024 at the ILOs Forum

The Brazilian Association of Logistics Operators (ABOL) will be present at the ILOS 2024 Forum, where it will present to the market the new edition of the Profile of Logistics Operators in Brazil. The survey, commissioned by the organization to the Logistics and Supply Chain Institute (ILOS), will be detailed by ABOL's executive director, Marcella Cunha, on the second day of the event, which takes place from October 15 to 17 at the Golden Hall of the Sheraton WTC in São Paulo. She will be accompanied by the managing partner of ILOS, Beatris Huber. The lecture will begin at 3:20 PM at Stage B.

Promoted since 2014 and every two years, the study analyzes the performance of operators and also provides details about the importance, evolution, challenges, and aspirations of the sector. The results of the current survey, which involved the collaboration of 1,300 companies, including those associated with ABOL, revealed a 15% increase in the Gross Operating Revenue (GOR) of OLs, rising from R$166 billion in 2021 to R$192 billion in 2023.

The decarbonization journey of OLs is among the news in the research, showing that companies intend to reduce, on average, 37% of CO2 emissions within eight years, or even eliminate them in the next 20 to 26 years. It's no wonder that OLs are creating increasingly dedicated areas to address the issue. The perception of OLs regarding Brazilian port and airport infrastructures also appears for the first time in the study.

In the case of ports, operators believe that structural improvements are necessary, so only 18% do not identify logistical bottlenecks in operations. The OLs also highlighted the existence of potential opportunities for improvement in airport infrastructure for cargo transportation.

Since 2022, publishing the profile on the ILOS Forum has been part of the schedule for releasing new sector data. It is an excellent opportunity to give even more visibility to the research, providing specialists and executives with relevant information that can be used for strategic planning by companies over the next two years, highlights Marcella.

SONNE launches the largest executive education program focused on strategic planning

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SONNE launches the largest executive education program focused on strategic planning

A Sonne Education, a consulting firm focused on developing and implementing strategic planning for medium and large companies, announces the launch of the business education program “STRATEGY OF THE 3 PILLARS©”,focused on empowering entrepreneurs, heirs, successors, investors, advisors, and executives to develop and implement high-impact business strategies. The program is based on a proprietary concept and methodology developed by Max Bavaresco, focused on strategy, applicable to any type of company.

Anchored in a proprietary and effective methodology, the educational program will allow participants to decode the asymmetries between plans and results, how to make counter-intuitive, strategic and long-term decisions.

The program is structured over five intensive days, combining lectures, collaborative discussions, case studies, and Q&A sessions in a mentoring style. In addition to in-person classes, participants have access to study and preparation materials previously selected and curated by Max Bavaresco. In total, there will be 65 hours of programming, with 44 hours of course. After the program, participants will have access to three online mentoring sessions, where they can discuss the practical application of the initiatives covered during the course. This monitoring is essential to ensure that the strategies developed are effectively implemented in your companies."I usually say that 99% of companies do not have a real strategy, and our methodology brings knowledge and practices aimed at those who want to learn and become a reference in their market," affirms the strategist.

In the market for 15 years, Max created an innovative concept called ABOVE ALL, or, in good Portuguese, ABOVE EVERYTHING, the title of his book published by Sextante in 2020. The work is the foundational basis of the company, where he presents the six methodologies (strategy, knowledge and innovation, management, marketing, design, and experience).

Mentor

Max Bavaresco: Founder and CEO of SONNE. He has over 30 years of professional and business experience, including 15 years as Founder and CEO of SONNE, where he has dedicated more than 40,000 hours to consulting on over 130 projects focused on businesses, brands, and people. Your vocation is to anticipate the future and evolve companies, brands, and people to reach their maximum potential. He has also been an Endeavor mentor since 2008. Taught classes, lectures, and mentoring at FAAP, FIA, FGV, HBR WEEK, HSM, INSPER, USP, among others. He joined committees of entities such as ABA – Brazilian Advertisers Association and IBEF – Brazilian Institute of Finance Executives, among others.

“99% of companies do not have a strategy, in fact. How many times have you realized that your plans did not come to fruition? How many times did expectations not match reality? What we see most in the market is the disconnect between plans and results. Sometimes, making counterintuitive decisions may seem impossible, but it could be the turning point that will guarantee the future of your company. Therefore, there is no other way than to plan based on a strategy”, says Max Bavaresco, creator of the program.

Guest mentor

Keyla Almeida:Since 2015, in addition to being a consultant, she has been a professor at ESPM and a speaker at MC15, directing quantitative and qualitative market research, product testing and sensory analysis, concept evaluation, communication analysis and POS research, working with internationally renowned brands.

Keynote Speakers

Fernando Schüller:Professor at Insper, in São Paulo, PhD in Philosophy and Master's in Political Science from the Federal University of Rio Grande do Sul (UFRGS), with a Postdoctoral degree from Columbia University in New York. He is a Specialist in Public Policies and Government Management from the National School of Public Administration (ENAP) and a Specialist in Cultural Management and Ibero-American Cooperation from the University of Barcelona (UB). He is a columnist for Veja Magazine and the Bandeirantes Group of Communication.

Cesar SkyFirst and only Brazilian swimmer to win an Olympic gold medal, a historic achievement accomplished at the Beijing 2008 Olympic Games in the 50 meters freestyle. Throughout his career, he has accumulated a total of 19 medals at World Championships, becoming the most decorated Brazilian athlete in long and short course competitions. His journey is marked by excellence and determination, qualities he shares in his speeches, inspiring leaders and teams to overcome challenges and achieve their goals. As a speaker, use your high-performance sports experience to address topics such as focus, discipline, overcoming challenges, and high performance, adapting these concepts to the corporate environment and daily life. Your approach is captivating, combining personal stories with practical insights that motivate and transform audiences worldwide.

Speakers and Panelists

The content will be complemented by lectures and panels containing presentations of real cases and debates with businesspeople and executives from medium and large companies, such asCelso Ruiz:former CEO and current advisor at Baldan Implementos Agrícolas;Fernando Andraus:founder and partner of MAIO Executive Search;Henry Maksoud Neto:president of Hidroservice and Maksoud;Jerome Cadier:CEO of Latam Airlines;Joyce Lin:CEO da Eyewear;Keila Almeida:managing partner of MC15 Pesquisas;Juliana Vargas:partner at Crescera Capital;Leninha da Palma:CEO and Chairman of the Board of CAEDU Moda; Lucy Onodera:CEO of Onodera Aesthetics;Luis Gustavo Mariano:founder and managing partner of Flow Executive Finders;Marcos Luiz Bruno:managing director do Pieron;Marcos Wilson Pereira:head of Lightrock Latin America;Paulo Gehlen:business advisor;Paul Spencer Uebel:EY partner and business advisor;Peter Guizzo:founder and CEO of T&SS;Roberto Alcantara:founder and president of Angelus Dentistry;Roberto Faldini:business advisor and co-founder of IBGC;Rodrigo Forte:founder and managing partner of EXEC;Roberto Prado:Latam VPand Rodrigo Gagliardi:commercial director of JBS/Friboi.

Local

The program will be held at the Tivoli Mofarrej São Paulo Hotel, one of the most renowned in Brazil. During the immersion days, SONNE will offer 05 breakfasts, 05 lunches, 10 coffee breaks, 02 dinners, and 01 cocktail.

When

The program will be held between October 21, 2024 (Monday) and October 25, 2024 (Friday).

Enrollment

To register and participate in the 5 days of the Program3 PILLARS STRATEGY©, just click on thislinkThe spots for this program are limited and will be filled in order of registration, hiring, and payment.

“This program offers a unique combination of proprietary content, proven methodology and a superior educational experience. In addition, participants have the opportunity to learn directly from renowned experts, with a practical approach that involves real case studies and immediate application of the concepts covered,” highlights Max Bavaresco.

5 impacts of digital advertising in Latin America

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5 impacts of digital advertising in Latin America

According to a Cenp study, R$ 57.5 billion was invested in media in 2023, a 10% increase compared to the previous year. Mainly due to digital advertising, the data shows that the sector is being increasingly scrutinized by Brazilian companies. And, throughout Latin America, the trend has been the same.

Bruno Almeida, CEO ofUS Mediamedia solutions hub emphasizes that this acceleration began to occur after the Covid-19 pandemic. "When digital became the main communication and marketing channel, many local companies quickly began to adapt to sustain continuous growth and innovate in their strategies," he says.

Looking at this scenario, the executive listed the 5 biggest impacts of digital advertising in Latin America. Check it out

  • Cultural adaptation and flexibility

The cultural diversity of Latin America requires digital advertising campaigns to be culturally relevant and tailored to local preferences. For this reason, the adaptation of messages, images, and even platforms to reflect the nuances of each country began to intensify, including collaboration with partners and regional teams.

"Every successful advertising strategy depends on understanding the cultural values of each country," emphasizes Almeida. "Many Latin American brands realized that they could only achieve this goal if they were flexible, allowing quick adjustments in response to changes in consumer habits and the environment they are in," he/she/they concludes.

  • Significant returns in various sectors

Several different sectors have been significantly benefiting from digital advertising in the Latin American territory. The CEO cites some examples: "E-commerce experienced explosive growth, driven by the ability of digital ads to connect consumers to products and services quickly and personally. The entertainment market, such as music, movies, and series, is also thriving due to the boom in digital video formats and CTV. We can also talk about tourism and retail, which optimize the return of their campaigns through targeted audience segmentation," he states.

  • SME growth

Another characteristic of digital advertising is the democratization of market access, allowing Small and Medium-sized Enterprises (SMEs) to compete on equal footing with large corporations. This has been positively impacting Latin American economic growth, improving entire GDPs.

"As SMEs adopt digital strategies, they are able to optimize their resources and reach consumers who, in theory, would be out of their reach," the executive points out.

  • Digital multimedia

Digital multimedia, that is, all channels are in one way or another digital, combining digital advertising with traditional media. This integration helps brands achieve a stronger and more consistent presence.

Almeida exemplifies: “A digital campaign can be complemented by digital TV or radio ads, or even by strategically positioned digital billboards/OOH, amplifying the impact and engagement of the target audience.”

  • Development of new technologies

According to the 2024 State of Marketing Report, over 60% of marketing professionals plan to increase their investments in artificial intelligence. The number highlights that the enhancement of new technologies must continue happening in the advertising market, including in Latin America.

“New formats are emerging all the time, from global apps like Uber and Netflix to regional platforms, so innovation is only set to grow,” concludes Almeida.

UP2Tech announces partnership with Dahua Technology Brazil for official distribution of electronic security solutions

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UP2Tech announces partnership with Dahua Technology Brazil for official distribution of electronic security solutions

A UP2Tech, a technology and innovation company, announced a strategic partnership withDahua Technology Brasil, a global provider of intelligent AIoT solutions and electronic security. With this collaboration, Up2Tech becomes the official distributor of Dahua's product line aimed at the B2C segment, which includes monitors from the corporate and gaming lines, as well as networking equipment and switches, thereby expanding its product offerings and strengthening its presence in the technology market.  

With the new partnership, UP2Tech is expected to record a revenue of R$350 million in 2024, building on a successful 2023, when it reached R$200 million. By 2025, the expectation is that the company will reach R$500 million in revenue. Furthermore, it will enable UP2Tech to offer its clients a comprehensive portfolio of advanced solutions in networks, monitors, memories, parts, and accessories, meeting the growing demands of the retail market.  

“We are excited about this partnership, which reinforces our commitment to providing the best technological solutions to our customers,” he says.Rodrigo Abreu (Kalu),CEO of UP2Tech. "Dahua is a global reference in technology, and its expertise perfectly complements our mission to offer innovation and quality."  

For Dahua Technology Brazil, the partnership represents an opportunity to expand its presence in the Brazilian market, leveraging Up2Tech's expertise and distribution network. "This new partnership with a distributor operating nationwide will certainly open a window of opportunities to boost the company's new business strategy in conquering the B2C market," he highlights.Lucas Kubaski, Director of Products, Solutions, and Marketing at Dahua Technology Brazil.  

The distribution of Dahua products by UP2Tech is now available, with specialized technical support and personalized service, reinforcing the commitment of both companies to excellence in services and technological solutions.  

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