Brazilian Leaders

Advertising and Marketing with Nizan Guanaes

Often, many people confuse marketing and advertising or use the terms interchangeably. Although both concepts are important during product promotion, they are actually very different. Doing extensive market research and knowing the difference between the two can ensure your company substantial growth in sales and overall development.

What is the Difference?

Advertising refers to making your products or services known in the marketplace. Essentially, it is spreading the word to the public and generating interest for the company’s products. On the other hand, marketing is the process of product preparation for the marketplace. Simply put, marketing defines your brand while attracting the market share you want whereas advertising is the means used to communicate to the market.

Marketing involves identifying the target audience’s values, needs, or demographic and coming up with the right approach that will appeal to them. Once the marketing strategy is in place, advertising is used to present the product to the target audience through print, radio, Internet, or television. Today, social media has proven to be a powerful and inexpensive advertising tool.

Nizan Guanaes

Nizan Guanaes is a successful Brazilian entrepreneur and publicist who founded ABC Group. He was born in Salvador, Bahia, in 1958. After high school, he attended Universidad Federal da Bahia to study Business Administration.

After graduating, he started working in Bahia as a copywriter before moving to Rio de Janeiro to work at an advertising agency called Artplan. Nizan later moved to Sao Paolo in 1985 to work for DPZ and W/GGK as an advertising copywriter. In 1988, he bought DM9 advertising firm from Duda Mendonca and later sold in to DDB Worldwide in 2000.

In 2000, he started internet portal iG. In 2002, he founded ABC Group alongside business partner Guga Valente. The company was later sold in 2014 to Omnicom, an American communications conglomerate. Nizan has received numerous awards for his achievements in advertising and is involved in several charitable organizations.

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