Start Site Page 375

ABcripto and Acrefi sign agreement to bring cryptoeconomy and financial market closer together

The Brazilian Association of Cryptoeconomics (ABcripto) and the National Association of Credit, Financing, and Investment Institutions (Acrefi) announced the signing of a Protocol of Intentions aimed at strengthening collaboration between the traditional financial market and the digital one. The agreement focuses on the development and implementation of actions aimed at the Prevention of Money Laundering and Terrorism Financing (PLD/FT), promoting best practices and normative guidelines in these sectors.

The protocol establishes the joint efforts and expertise of both institutions with the aim of engaging their members in the standardization process regarding AML/CFT, as well as disseminating knowledge through educational and awareness-raising actions. Among the main goals of the agreement are the development of educational materials and the promotion of initiatives that help mitigate risks and prevent fraud in the financial system.

Priscila Maia, Legal & Compliance Head at Bitybank, and Carolina Correa, Operations Head at Coinext, both leaders of the ABcripto Compliance Committee, highlighted the importance of the partnership, stating: "The memorandum of understanding with Acrefi represents an important milestone to further bring together the crypto economy sectors and the traditional financial market. The collaboration will allow us to work jointly in implementing best practices and building a safer and more transparent market."

For Filipe Pena, executive director of Acrefi, the initiative reinforces the organization's commitment to leading innovation in the financial sector. The partnership with ABcripto strengthens our commitment to unite forces and expertise between the traditional financial market and the digital one, promoting the exchange of knowledge and experiences. Together, we will develop actions that contribute to risk mitigation and the prevention of fraud and money laundering, topics of utmost importance for the sustainable growth of the market.

The memorandum of understanding also provides for periodic meetings to monitor the progress of initiatives and plan new actions aligned with the defined objectives. This collaboration between the institutions aims, above all, to promote transparency and security in an increasingly dynamic and digital environment, providing a more robust and protected financial setting for all participants.

Digital beyond the obvious: exploring the infinite potential of online activation

In the current digital landscape, many brands still limit their strategies to paid traffic on platforms like Google and Meta. However, the possibilities for digital activation are infinitely broader, encompassing traditional portals, programmatic media, streaming, and much more. Tatiana Dejavite, media specialist and CEO of Star in the World, emphasizes that "digital offers a universe of opportunities that companies are not fully exploring. It is a mistake to focus only on social media when there are so many tools available to reach the audience in more targeted and assertive ways."

Exploring the major media portals

Tatiana Dejavite emphasizes the strength of major content portals such as UOL, Globo.com, Terra, and R7. "Traditional portals offer a range of formats such as video, display, and sponsored content, in addition to journalistic and sports coverage that provide massive and qualified exposure. In branding campaigns, they are platforms that cannot be ignored," emphasizes Tatiana. According to Comscore, 85% of Brazilians consume news on these portals, making it an excellent opportunity for large-scale campaigns.

In 2023, Brazil registered an investment of R$16 billion in digital advertising, with 28% of this total destined to large content portals, according to IAB Brasil.

Programmatic media: efficiency and precision

Programmatic media is revolutionizing the way brands reach their audiences, not only online but also in spaces like OOH (Out of Home) and connected TV. Tatiana explains: "Programmatic allows for a much more efficient purchase, based on audience data, which results in more refined segmentation and a higher ROI. Brands can reach their target audience at the right moment, with the right message, in multiple formats."

A study by Zenith predicts that, by 2024, 88% of digital advertising will be purchased programmatically, reinforcing this trend as one of the most effective on the market.

VOD and streaming: the new television

With the rise of streaming platforms like Netflix, Amazon Prime, and HBO Max, the consumption of on-demand video (VOD) content has skyrocketed. "Streaming has become the new entertainment hub. The ability to insert advertising into connected TVs and streaming platforms offers a more interactive and less invasive approach," observes Tatiana.

The growth of this market is remarkable. According to PwC, the number of streaming service subscribers in Brazil increased by 35% in 2023, and forecasts indicate that advertising investment in these channels should reach R$ 2.8 billion by 2025.

Influencers and podcasts: new ways to engage

Tatiana Dejavite highlights the power of influencers and podcasts, which have already surpassed the boundaries of traditional social networks. "The podcast, for example, is a powerful engagement tool. With over 34.6 million listeners in Brazil, this format allows brands to create authentic connections with the audience," says Tatiana.

Furthermore, digital influencers continue to be a key element in marketing campaigns, but now they operate in an integrated manner across multiple media formats, such as videos on YouTube, content on TikTok, and participation in live streams on streaming platforms. "The authenticity that influencers bring to the brand's message is something that cannot be replicated in traditional campaigns," he/she states.

In-app media and geolocation: personalization in the palm of your hand

Advertising in apps and the use of geolocation are other important avenues for brands to explore. Popular apps like Spotify, Deezer, and various niche apps offer in-app media formats that enable direct and targeted engagement. "The great diferencial of in-app media is the ability to target the audience precisely, integrating campaigns with geolocation and creating a more immersive experience for the user," explains Tatiana.

eMarketer points out that 45% of Brazilian consumers have already been impacted by ads in apps, highlighting the growth potential of this strategy.

For Tatiana Dejavite, the future of digital media is not in a single channel or format, but in brands' ability to integrate multiple tools to create omnichannel campaigns. The great advantage of digital is that it allows us to test, analyze, and constantly adjust. The brands that can navigate this universe with flexibility and innovation will be more successful.

In a world where consumer attention is fragmented across multiple screens and platforms, brands need to expand their understanding of what truly means to activate in the digital space. Opportunities go far beyond social media and paid traffic.

Women represent 46% of entrepreneurship in Brazil

Female entrepreneurship in Brazil accounts for 46% of the total entrepreneurs, according to recent data from the Global Entrepreneurship Monitor (GEM). This index ranks the country 7th worldwide in the number of women leading businesses, highlighting the increasing female participation in the global entrepreneurial landscape. An example of this advancement is the Brazilian brand Sem Rótulo Cosméticos, founded by entrepreneurs Lais Theis and Melyssa Esser, who stand out in the beauty market for offering products free of harmful chemical additives. With an initial investment of over R$ 300,000, the company projects to reach R$ 1 million in sales in its first year of operation. However, this number can be surpassed, as the brand reached 100% of the sales target in the first three months after the launch.

Just like the founders of Sem Rótulo Cosméticos, another 10.3 million women are leading companies in Brazil, representing a 30% growth, the highest level ever recorded. The data are from the Female Entrepreneurship survey conducted by Sebrae (Brazilian Service for Support to Micro and Small Enterprises).

“Being a woman and an entrepreneur in Brazil requires resilience, but it also brings a unique advantage: we have the sensitivity to understand the market in a more human way and this is reflected in the way we develop our products and connect with our customers,” explains Laís.

In the face of this growth and transformation scenario, many female entrepreneurs have been innovating and breaking barriers, with businesses that influence both the market and society."Following this market evolution, the landscape is increasingly favorable for women entrepreneurs. They have revolutionized product development and, simultaneously, redesigned the role of female leadership in the business world," comments Melyssa.

Sem Rótulo Cosméticos bets on multifunctional products by combining essential ingredients for the "skin care" routine and catering to consumers seeking practicality in self-care. An example is the colored stick, which, in addition to evening out skin tone and providing high sun protection (SPF 80 and UVA protection 40), contains hyaluronic acid, Vitamin E, and Vitamin C, which act in hydration, regeneration, stimulation of collagen production, and contribute to fighting premature aging. Other available products include lip gloss and facial cleansing gel, both formulated with vitamin blends and plant extracts. Furthermore, the packaging is 100% recyclable and reusable, which reinforces the brand's commitment to sustainability.

“Sem Rótulo Cosméticos focuses on serving an audience that values self-care, but also seeks practical and efficient solutions in their daily skincare routine. In addition, our brand encourages consumers to pay attention to packaging labels, to understand that the true benefit for the skin comes from the ingredients and not just the packaging,” says Melyssa.

Supermarket chain increases online sales by 30% with Neogrid's Lett solution

Faced with the challenge of gaining visibility for your products in thee-commerceThe Super Nosso Group found in Lett the key to expanding its presence on the internet. After implementing Neogrid's solution, a technology and data intelligence ecosystem that develops solutions for supply chain management, the supermarket chain increased its online sales by 30% over the course of a year.

Knowing the importance of having a good position in e-commerce to boost its sales, Grupo Super Nosso understood that optimizing pages for SEO was a crucial point to be resolved by Lett/Neogrid.

With improved descriptions and attractive images that met consumer expectations, there was a significant enhancement in the content provided by the retailer. The change had an immediate positive impact, boosting both the brand's ranking in Google search results and the number of visitors. Among the gains achieved by Grupo Super Nosso are a significant reduction in paid media investment and an increase in its organic visibility.

Not surprisingly, the new survey "Shopping Habits in Food Retail," conducted by Neogrid in partnership with Opinion Box, reveals that 49.2% of respondents have already given up on a purchase upon noticing errors in product descriptions. The survey also indicates that the lack of photos or displaying low-quality images influences the purchasing decision for 57.3% of Brazilian consumers.

A Lett knows and understands the pains of online retail, which is why they were able to actively serve the Super Nosso Group. It was a collaborative effort, "done with four hands," explains Marianne Barros, E-commerce manager of the Super Nosso Group. The partnership helped in updating content and activating products online, improving SEO and activation time, and consequently expanding our sales.

Refinement of image quality and product descriptions

In addition to the increase in purchases, Lett/Neogrid technology provided a refinement in the quality of images and product descriptions. The accuracy of the main photos increased from 70% to 99% and the secondary images from 67% to 99%. Similarly, the titles and descriptions of the items showed substantial progress: the accuracy of the titles increased from 66% to 83%, while the descriptions grew from 60% to 70% over 12 months.

"Our transparent and data-driven approach provided a clear view of improvement opportunities, empowering Grupo Super Nosso to make strategic decisions based on solid information," says Franklin Lucas, Executive Director of Lett. Our mutual commitment to excellence and innovation has enabled us to achieve impressive results, further strengthening our partnership with the retailer.

PagBank opens registration for internship program with 50% inclusive social vacancies

PagBank, a full digital bank in financial services and payment methods, elected the best corporate account by the iDinheiro portal and one of the main digital banks in Brazil, announces the launch of the new edition of the PagTalents Internship Program, offering more than 50 vacancies in various areas of the company. For the third consecutive year, the internship program allocates around 50% of the vacancies to people in situations of socioeconomic vulnerability. Students expected to graduate from June 2026 onwards are eligible for the Program, and registration can be done throughPagTalents websiteuntil October 9th.

Opportunities are in areas such as Technology, Customer Service, Products and Design, Investments, Risk and Compliance, Finance, Financial Products and Services, Commercial, and Marketing. To apply for inclusive social vacancies, it is necessary to have studied at a public school or a private school with a full scholarship in the last 5 school years. The other prerequisites are to be enrolled in an undergraduate or specialization program in Technologist. According to Fabiana Verdicchio, Human Resources Director of Grupo UOL / PagBank: "We are looking for students with a strong desire to learn and grow professionally. Interning in the different areas of PagBank, one of the largest digital banks in the country, is a privileged way to start a professional career in teams of experienced and highly qualified professionals."

“PagBank believes in the potential of students and is committed to offering them the tools they need to develop, combining theoretical and practical knowledge and the exchange of experiences. PagTalents goes beyond providing learning, as we invest in the professional growth of our interns, through constant monitoring, leadership support and resources that guarantee them valuable experience for their entry into the job market”, highlights the HR executive.

In previous internship programs, PagTalents exceeded inclusion goals for low-income students, achieving impressive results above the 50% target. In the first edition, in 2022, it reached 66% of candidates in vulnerability, 16% above. In the second edition, in 2023, this number jumped to 98%, a significant milestone and 48% above the target.

“PagBank believes that our interns’ dreams come true by providing students with a unique opportunity for professional development, promoting inclusion and diversity in the job market. This initiative is essential to ensure that young talents from different backgrounds have the chance to grow and develop in a welcoming and dynamic environment,” adds Fabiana.

For Gabriela Barbosa, 22 years old, a Publicity and Advertising student who joined the company through PagTalents in 2024, in the Training department, "interning at PagBank has been a journey of self-discovery and exploration." She adds: "Every day, my sense of belonging grows, and seeing my work being valued motivates me to do my best. From the beginning, I felt the excitement of starting and the energy to bring new ideas, especially because I have support here. It's rewarding to know that they trust me and believe in my growth."

In addition to the scholarship, interns in the PagTalents Internship Program will have access to transportation vouchers, meal/food vouchers, health and dental plans, life insurance and the TotalPass service for gyms.

Another important difference of the program is that PagBank does not require prior technical knowledge, previous experience, or fluency in English. The focus is on investing in the training of interns, providing them with continuous support from the entire team, as well as theoretical and practical training to develop technical and behavioral skills.

One of the largest digital banks in the country by number of clients, PagBank offers tools for in-person and online sales, a complete digital account for individuals and businesses, automatic investments, and certified CDBs with a brAAA rating from S&P and AAA.br rating from Moody’s, with yields of up to 130% of the CDI – with the ability to withdraw at any time and investments by objectives, as well as features that contribute to financial management, such as Payroll. At PagBank, the credit card has a guaranteed limit, and investments become a limit for the card itself, enhancing customers' earnings*, in addition to generating up to 1% cashback on the bill, one of the highest in the market. At PagBank, those with active and inactive balances in the FGTS can request early withdrawal, and it is also possible to contract the INSS payroll loan for retirees and pensioners directly through the PagBank app.To learn more about PagBank products,Click here

PagTalents registrations are now open and can be completeduntil October 9th, no official website of the program.

SERVICE 

PagTalents Internship Program 2024
Deadline for registration:until October 9th
Registration link:Click here

Oakmont Group to Participate in Fraud Day 2024 Showcasing iTransaction

Oakmont GroupConsulting, technology services, and cybersecurity specialist, presented its newest payment authentication platform via blockchain, called iTransaction, at Fraud Day 2024, considered the largest anti-fraud event in Latin America. The fair takes place on October 8th, from 8 a.m. to 8 p.m., at the Transamerica Expo Center in São Paulo.

The iTransaction is a fast and scalable solution, developed by IT Alliance and Oakmont Group, capable of processing tens of millions of transactions. The platform offers anonymity and is entirely software-based, eliminating the need for HSMs (Hardware Security Modules) and PKIs (Public Key Infrastructures). Furthermore, it is a multichannel and event-driven solution, providing companies with greater autonomy to determine when validation should be triggered.

“Currently, the increase in cyberattacks and the vulnerability of companies in this regard are clear. According to a survey by Datafolha, Brazil records 4.6 thousand attempted financial and digital scams every hour. Another piece of data from the Central Bank reveals that only 5% of the amounts lost in scams are recovered. This shows the importance of a transaction authentication platform, such as iTransaction,” comments Aline Rodrigues Sanches, Business Unit Leader at Oakmont Group.

Focusing on this scenario, iTransaction is a transaction authentication platform based on tokenized seeds, which authenticate transactions in order to reduce fraud, applying a unique DNA that functions as a kind of digital fingerprint generated in each transaction. The solution can be acquired through the SaaS model.

Oakmont Group will be at booth 13 along withMinds Digital, Voice ID Tech company, showcasing the benefits of voice biometrics, corporate citizenship, and iTransaction. In addition to presenting our new solution to the market, we will also showcase the benefits of AI combined with voice biometrics and behavioral analysis, which are essential for detecting fraud in real time, reducing costs, automating processes, among many other benefits and advantages of this model that we will share at the event, explains Aline.

This is only the 5th edition of Fraud Day, which has already established itself as the largest anti-fraud event in Latin America, bringing together fraud experts and industry professionals to discuss and share their ideas and solutions. The event features lectures held on two different stages, increasing the number of topics and speaker participation, in addition to booths showcasing the latest innovations in this market and the opportunity for networking among attendees.

Service

Data: 08/10

Time:From 8am to 8pm

Local: Transamerica Expo Center – Av. Doctor Mário Vilas Boas Rodrigues, 387, Santo Amaro, São Paulo, SP

Booth:13

5 tips on how brands can avoid losses from digital scams in 2025

As technology advances, digital scams become more sophisticated and common, posing a growing threat to people's financial security and privacy.

A recent study conducted by OLX reveals that Brazilians lost R$245 million to digital scams in the first six months of 2024 compared to the same period in 2023. The research analyzed data from the Brazilian digital market, including websites, apps, and digital accounts from January to June, based on approximately 20 million accounts opened on online platforms.

Below, Diego Daminelli, founder and CEO of Branddi, a company specialized in combating unfair competition in the online environment,highlights 5 tips on how brands can avoid losses to their customers and consumers due to digital scams in 2025, check it out:

1 – Control websites created related to your brand:Monitor and manage all online sites and content that are somehow associated with your brand. This is important to ensure that your brand's image is represented consistently and positively;

2 – Manage ads and promotions with your products:plan, create, monitor and adjust advertising campaigns and promotions involving your company's products;

3 – Monitor e-commerces and marketplaces that sell your products:track and analyze the presence and sales of your products on e-commerce platforms and marketplaces;

4 – Report profiles on social networks imitating your brand:identify and report fake or fraudulent profiles on social media that may impersonate your brand;

5 – Analyze fraudsters and eliminate them to protect your end consumers:Identify and take action against fraudulent activities that could harm your customers and your brand reputation.

Daminelli explains that scams using big brands have become an epidemic in Brazil. "This directly impacts how brands are perceived by customers. Besides the financial loss for the customer, there is also a credibility loss for the companies victimized by these scams. In 2024 alone, Branddi has taken down more than 50,000 fraudulent websites and over R$25 million worth of counterfeit products on social media and marketplaces," he concludes.

Could a four-day week in Brazil become a reality?

The four-day week seems to be turning into the dream of many workers around the world, and also the nightmare of others. The installment that you want this to really happen believes that the format would be fairer; after all, we would work four days and rest three, something more balanced. The other side, mostly made up of business owners, believes that one less day of work could be detrimental to the results. Who is right?

The fact is that business owners cannot ignore a point we must consider: from the moment we "lose" a day of work, we will inevitably do fewer tasks during the week, as we will not have enough time to complete as many activities as before. The question then becomes, how to prevent this from having a negative impact on productivity?

For the four-day workweek to be implemented effectively, it is necessary to understand how this new model will operate, as it is pointless to take a day off if the working hours of the other days will be longer and more extensive. In practice, that's what will happen at the beginning and, I believe, for a long period. It is likely that this will discourage employees over time, as they will have to work even more hours and become more tired, which is not healthy.

The four-day week began in New Zealand in 2019 and has expanded to other countries on different continents under the movement's management.4 Day Week Global, which is a non-profit community. And it has been successful in many of these places, but some questions arise: could it become a reality here in Brazil? Would it really work?

At the beginning of this year, 21 Brazilian companies agreed to participate in a pilot project for a four-day week, which advocates the 100-80-100 model, meaning professionals receive 100% of their salary, work 80% of the time, and maintain 100% productivity. Data released by the4 Day Week Braziltogether with theReconnect Happiness at Work, the consultancy leading the project in Brazil, show that the results are positive.

Among the most relevant data are improvements in professionals' energy at work (82.4%), project execution (61.5%), creativity and innovation (58.5%), and stress reduction (62.7%). With the approaching end of 2024 and this pilot project coming to a close, the participating companies expect all investments in new hires and technology to be redirected towards talent attraction and increased productivity.

For this reason, it is essential that companies adopting this format create a structured plan with productivity strategies aimed at team engagement and fulfilling their roles within a timeframe that aligns with the current work schedule. In addition, they are also prepared to spend a little more than they were previously used to in order to make the model work.

Of course, it will not be easy to change something so deeply rooted in the labor culture of the entire world and it requires patience throughout the process. There are countless challenges to overcome in making the four-day workweek work—both in Brazil and in other countries—but it's worth trying, especially if we can continue working for results without losing productivity and engagement, and prioritizing our quality of life.

Brazilian businessman in the US, Gilberto Novaes shows how to have a cohesive vision of business by working in three distinct areas

Gilberto Novaes, a Brazilian entrepreneur with an international career, has been standing out for his ability to lead businesses in a cohesive and sustainable manner. Leading various initiatives in the United States, he focuses on integrating innovation with responsible practices, always seeking solutions that meet consumers' needs in a transparent and ethical manner.

According to Gilberto Novaes, his business approach is guided by a clear principle: innovation is only valid when it benefits everyone. "I have always worked to ensure that my businesses have a genuine connection with what consumers expect. Whether in technology, personal care, or the pet sector, the foundation is the same: products that add value and contribute to a sustainable future, both for the business and the planet," says Novaes.

Diversification with a focus on purpose

Head of 917 Holding,Gilberto Novaesinvests in projects that integrate education, technology, and scalable products, promoting long-term solutions. As co-founder of NutraBlast and Loyal, leading brands in women's personal care in the American market, he has contributed to the creation of products that have gained prominence on platforms such as Target, Walmart, and Amazon. The cohesion between innovation and quality is a characteristic of their initiatives, always focusing on improving the consumer's experience.

Novaes explains that this diversification of areas does not mean losing focus, but rather applying the same vision of excellence across different segments. "Entrepreneurship in various sectors requires a diverse set of skills, but the foundation of any successful business is similar. Industries that seem disparate at first glance share the need for innovation, transparency, and a deep understanding of consumer needs," he analyzes.

Sustainability beyond the pet sector

His most recent project, theForest Petcombines supplementation and natural feeding for dogs with a global reforestation program in the Amazon, involving pet owners in actions of positive impact. This model, however, is an extension of what Novaes had already been implementing in other businesses: the combination of innovation, environmental responsibility, and value creation for the customer.

With a career marked by consistent results in various fields, Gilberto Novaes remains committed to the idea that successful businesses must be guided by a clear purpose. "Entrepreneurship goes beyond creating products; it's about creating solutions that improve lives and protect the future. This is the guiding principle behind everything I do," concludes Novaes.

Influencers: protagonists of modern communication

The impact of digital influencers in Brazil can no longer be ignored. Brazil, with millions of users on networks like Instagram and TikTok, clearly reflects this reality. According to the platforminfluency.me, 66.7% of brands are expected to increase their investments in influencer marketing in 2024.

These content creators have emerged as central figures in marketing and communication, transforming the way brands and consumers interact.  

Currently, digital influence goes beyond conventional advertising. Influencers are seen as authentic and approachable figures, whose recommendations are highly valued. This proximity, often nonexistent with traditional celebrities, allows influencers to shape trends, promote products, and mobilize communities. From nano to mega-influencers, there are distinctions such as audience size and how it affects engagement. Nano and micro-influencers, despite having fewer followers, tend to generate greater trust and closeness, making them strategic alternatives for more authentic and effective campaigns.

In addition to boosting the market, influencers play a vital role in democratizing information. Many address relevant topics such as mental health, sustainability, and diversity, using their platforms to promote social awareness. During the pandemic, Brazilian influencers mobilized their followers for charitable actions, reinforcing their role as agents of change. In this way, they amplify voices that were previously marginalized and create important dialogues for society.

Various strategies can be applied in personalized campaigns for different types of influencers, considering engagement and reach metrics. This exercise demonstrates the power of influencer marketing in genuinely connecting brands and audiences, offering something that traditional marketing cannot: authenticity.

Therefore, influencers are more than opinion leaders; they are protagonists of modern communication. With their ability to engage and transform, they shape the future of marketing and society, connecting people and promoting change.

Learn more about the subject in the podcastMidiatize, in which we address the evolution of this phenomenon, from the “archaeology of the term” to the role of influencers in the digital economy and social changes.

[elfsight_cookie_consent id="1"]