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Hand-filtered
news from the online mainstream and trade press designed to give you topical insight into
Portuguese advertising and marketing, life and lifestyles............. 02.12.05 The restructuring process at McCann Erickson's Portuguese agency seems to be going on forever, writes the newspaper Diário de Notícias. Though still one of the country's largest advertising groups, it is now much smaller than when the process began, in 2002, the paper says, since when 50 jobs have officially been cut (80 if unofficial estimates are to be believed. This week, management announced that a further 20 people were to be made unemployed, 'as part of a restructuring undertaken in order to adapt to the changed market environment'. Between 2001 and 2004, activity levels at McCann agencies in Portugal fell significantly, leading to financial difficulties, Diário de Notícias says. Though mainly due to economic reasons, some of the lay-offs, according to the agency, are of people unable or unwilling to adapt to the new marketplace. The process of change at McCann's Portuguese operation dates back, says Diário de Notícias, to 2002, when Vera Nobre da Costa was appointed as an external consultant to restructure the company. Click on the link below (left) to read a fuller version of this story for yourself, in Portuguese, on the Diário de Notícias website. Alternatively, click here to take a look at McCann Erickson's Portuguese website or on the link below (right) to see an interview, again in Portuguese, with the agency group's president, Pedro Pina.
21.11.05 In a search for synergies, writes the local business newspaper Diário Económico, WPP Portugal has created a new structure - Y&R Brand - designed to coordinate the interests four of its agencies in the country: Red Cell, Young & Rubicam, Wunderman and Futurecom. João Carlos Oliveira, currently president of Red Cell in Portugal, will assume leadership of the new set-up, Diário Económico says. "We needed to put in place a management team that could handle affairs at these agencies", Oliveira tells the magazine, emphasising that each of the companies concerned will continue to operate independently. As a result of the reorganisation, Albano Homem de Melo, currently chairman of Young & Rubicam, will now concentrate on his duties as creative director of the agency, while Wunderman and Futurecom will now have no dedicated presidents. Young & Rubicam Portugal, Diário Económico says, will continue to report to its own international network, into which Red Cell will be integrated. "We have two years to perform a rebranding exercise on Red Cell in Portugal", says Oliveira. Both Y&R and Red Cell count among Portugal's top 10 agencies, according to figures from the local audit company, Media Monitor.
The tsunami disaster in Asia at the end of December prompted a surge in such initiatives, the paper says. Mobile phone firm TMN, for example, launched a campaign allowing clients to send SMS messages, with each message prompting a payment of 1 euro from TMN to one of three charitable causes helping to relieve suffering in the region. The campaign is described by company spokeswoman Teresa Vilar less as a marketing initiative and more as a way of expressing corporate attitude. "We are a responsible company", she tells Diário Económico. "We see participation in solidarity campaigns as being part of our social responsibility". Hypermarket operator Modelo Continente exibits a similar notion of responsibility. According to its marketing director, José Fortunato, "the objective of these initiatives is to build a common future, taking in clients, communities and all Portuguese". You cannot, therefore, compare the effectiveness of such campaigns to those of straightforward marketing exercises. Modelo Continente offers one of the best recent examples of 'social marketing', Diário Económico says, selling over 1 million flags during 2004 which helped to instil a strong feeling of national togetherness in the year in which the country hosted the European football championships. For Eduardo Garcia, executive client services director at Ogilvy Advertising, there are two reasons for brands to launch solidarity campaigns. The first is more general, linked to the basic fact that they create positive associations among consumers. The second has to do with other kinds of associations and as an example of which Garcia cites Dove's campaign which linked with breast cancer charities. Click on the link below (right) to read a longer version of this story for yourself, in Portuguese, on the Diário Económico website. Alternatively, to visit the Portuguese site of Dove, the Unilever-owned personal care brand famous for its 'real women' advertising, click on the link below (right).
The list is long (and, it has to be said, mostly meaningless to international readers, given the 'local' nature of celebrity) and ever growing, Diário Económico says, as brands exploit the popularity of prominent Portuguese actors and sportsmen - such as the footballer, Luís Figo - to gain sales and improve their own image. Actors and actresses and models are traditionally the most popular choice, although a recent vogue for stand-up comedy has led to an increased use of stars from that medium. But isn't it getting to the point where they are all cancelling each other out, Diário Económico asks? Victor Vasques, head of the Grey group in Portugal, says that the use of public personalities in advertising essentially takes in three forms: the 'testimonial', in which the intention is to transfer the values of the personality onto the product or brand; 'endorsement', stressing that a particular brand is the choice of the personality in question; and 'awareness', i.e. simply taking advantage of the actor's prominence to gain visibility in a crowded marketplace. While the effect may appear to be beneficial, it is not without its problems, however. Vasques points out that some of the celebrities involved show little loyalty to the brands they champion, often appearing on behalf of a number of different products at the same time. This, he believes, can devalue the technique, reducing its power of persuasion and differentiation. It doesn't necessarily, however, reduce its effectiveness, he adds. "You have to adapt the technique into formats which are innovative and creative, for which you need talent and courage. While I'm convinced that the first of these exists, the second seems to be on the way to becoming extinct". Click on the link below (right) to read this story for yourself, in Portuguese, at the Diário Económico website. Alternatively, to visit the site of GreyHome, the main advertising agency operated by Grey in Portugal, click on the link below (right).
The programme was a first in what is planned to be a series of monthly broadcasts. It is hosted - a little confusingly - by journalist Pedro Mourinho. Its performance during the first show made it the 2nd-most popular programme airing at that time, M&P says, although he was beaten by a football highlights programme showing on rival station TVI. Click on the link below (right) to read this story for yourself, in Portuguese, at Diário Económico's website. Alternatively, click on the link below (right) to visit the page at the SIC site dedicated to 'Mourinho' and where - should you wish - you can also view parts of the programme.
'Lateral marketing', as it terms the practice, has three principal advantages. By combining your efforts with another company, it's as if you were duplicating your communications budget. Each of the brands concerned gains additional channels of distribution, it says, while the third advantage is that you introduce a certain 'surprise' element into campaigns The approach is one championed by Rita Manso, marketing manager for frozen foods at the Unilever subsidiary Iglo/Knorr. Manso employed the technique in a recent campaign for Douradinhos do Capitão Iglo ('fish fingers', to non-Portuguese speakers, with Iglo teaming up with the cooking appliance maker Tefal, which branded one of its appliances the 'Captain Iglo Cooker' and came with a promise that it would cook the product in just 7 minutes. But Iglo is not alone in the practice, Diário Económico says, with other marketers such as Bang & Olufsen and Audi having recently joined together, in their case to promote the qualities of both brands by working to manufacture the best in-car audio system on the market. To read this story for yourself, in Portuguese, click on the link below (left) to see it on Diário Económico's website. Alternatively, why not visit Iglo in Portugal by clicking on the link below (right).
Os Mosqueteiros ('the musketeers', in Portuguese) had hoped to open the first five stores of its Netto-branded chain towards the end of the year, but now says that unless it receives planning approval in May or June at the latest, it will put off opening them until 2006. In all, a total of 300 such outlets are planned, which would enable the group to stand up to competition from the likes of currrent market leader Lidl, Minipreço (Carrefour) and Plus (Tengelmann). In addition to these, Aldi, the German discount giant and Lidl's chief rival, is also known to have applied for planning permission to start up operations in Portugal. 'Hard discount' currently accounts for 12% of the German grocery market, Diário Económico says. Read this story for yourself, in Portuguese, by clicking on the link below (left) to visit the Diário Económico website. Alternatively, to check out the Os Mosqueteiros group, just click on the link below (right).
Opened three years ago and targeting what the company defined as 'Generation Y' customers and visitors, the site has proved to be unprofitable, despite it being well received by the public, Vodafone's communcations director, Luísa Pestana, tells M&P. Vodafone has been unable to find another company to take Yornstore on, leaving no other option but to close it, effective September. Early announcement of the closure will give retailers occupying space on one of Yornstore's three floors the opportunity to make alternative arrangements, M&P says. These include a variety of fashion brands, including Diesel and Versatil, record stores, a Chinese traditional medicine shop and a multi-purpose area for events and exhibitions. Yornstore's attempts to attract traffic have led to it being associated with events such as 'Be happy, go naked', a promotion in which visitors to the site shed all their clothes before rushing through its various shops to dress themselves in the latest fashion. More recently, Yornstore ran a promotion entitled 'Be happy, change yourself', in which competitors with the most 'revolting' clothes were offered the chance to receive a complete fashion makeover. To read this story for yourself, in Portuguese, click on the link below (left) to visit the M&P website. Alternatively, to visit Vodafone's Portuguese website, click on the link below (right).
At the awards ceremony, organised by the Associação Portuguesa de Profissionais de Marketing (APPM), José Fortunato was identified as Marketing Professional of the Year, Diário Económico says. Fortunato is marketing director for the super- and hypermarket chain Sonae Distribução, which last year succeeded in associating itself with a series of invents including the Euro 2004 football championship in the guise of its Continente franchise. Other professionals recognised during the evening included Maria João Serras, brand manager for Compal's Frize soft drinks brand, which was able to boost its market share from 9% to 23% during the year based on a strategy of innovation and originality, says Diário Económico. Serras was also named Young Professional of the Year. To read a longer version of this story for yourself, in Portuguese, on the Diário Económico website, click on the link below (left). Alternatively, to visit Continente click here, or to visit the Frize website, click on the link below (right).
To support that proposition, football players such as Hugo Viana, Moreira and Helder Postiga will be drafted in to support the product in advertising in a TV campaign backed by a spend of around € 1 million, which breaks today on TV. The campaign contrasts, Mktonline.net says, with one for Bohemia beer, a product aimed at 25 to 45 year-olds and boasting an alcohol content of 6.2%, featuring actors such as Carolina Dieckman and Carol Castro. Sagres' advertising is currently handled by Euro RSCG. To read this story for yourself, in Portuguese, on the Mktonline website, click on the link below (left). Alternatively, to visit Sagres and see some shamelessly sexist web advertising, click on the link below (right).
The term "religious marketing" may seem unusual to some but, according to the book's author, Madalena Abreu, the two have been walking arm in arm for the past 2,000 years. And there's nothing necessarily wrong with that, she says. Its only natural that they should use all the tools at their disposal, in order to fulfil their mission in the most effective way", Abreu maintains. A Catholic herself, she has no qualms about exposing the practice. "Marketing is probably of fundamental importance to religious institutions and the Catholic church is probably the one of those which best knows how to exploit a good marketing strategy". Abreu uses as her central example the way in which the Sanctuary of Fatima, located on the spot where the saint is said to have appeared before three children looking after their sheep. The phenomenon of Fátima has been much explored by writers and scientists alike, but never before marketers - perhaps, says the newspaper Diarion Economico - because that word is so closely associated with the world of business. While it is true that many businesses feed off the "Fátima phenomenon", using its practices to promote a noble cause in itself makes a lot of sense. In her book, Madalena Abreu starts with an outline of marketing practices in general, before looking at other examples of 'social' marketing and then, in detail, at the 'positioning' and 'image' of 'Our Lady of Fátima'. To read a fuller version of this story for yourself, in Portuguese, on the Diario Economico website, click on the link below (left). Alternatively, click on the link below (right) to visit the offical website of the Sanctuary of Fátima (English-language version).
The show - called 'Espadinha e Ca' ('Espadinha & Co.') - will first appear on November 15th, then daily thereafter. It is aimed at children and features five characters, each of which has a direct link to one of Os Mosqueteiros' store brands, which include Intermarché, Ecomarché and Vetimarché. The script has been written and the characters designed by the company's advertising agency, BBZ, while the broadcast deal was negotiated with RTP by the media agency Mindshare. Present in Portugal for 13 years, Os Mosqueteiros plans to open its 221st store in the country by the end of the year. To read a fuller version of this story for yourself, in Portuguese on the website of Meios & Publicidade, click on the link below (left). Alternatively, click on the link below (right) to be taken to the childrens' section of the RTP site.
27.10.04
Basing itself on figures released by media auditors Marktest, Diário Económico says that a total of € 243.6 million was invested during September, 66% of which was directed towards TV. Print advertising amounted to 21.5% of the total, with outdoor accounting for a further 7%. September's results mark a continuation of previous figures reported by Marktest, which show a general upward trend in year-on-year comparisons throughout the year to date. Local media agency OMD says it expects full-year results to show an increase of 14% over 2003, thus bringing the market more or less back to the levels of expenditure registered in the year 2000 following the sharp falls observed in 2001 and 2002. Looking forward to 2005, OMD expects advertising investment growth to continue to be stronger than that of the economy as a whole. To read a fuller version of this story for yourself, in Portuguese, in the pages of Diário Económico, click on the link below (left). Alternatively, click on the link below (right) to visit the Marktest website or here to visit the local OMD website.
20.10.04
The government representative was speaking at an open meeting organised by the state broadcasting authority, RTP, on public-service radio and television. Asked about the government's plans on the subject, Sarmento said that it had: "no plans to commit the error of wanting to be pioneers in Europe". "The BBC", he continued, "is very advanced in this respect, but it has more money to invest than does the Portuguese government. We have to be prudent and cautious.. we're not going to hurry because we have to get our ideas clear before going ahead". To read this story for yourself, in Portuguese, click on the link below (left) to be taken to the website of Meios & Publicidade. Alternatively, click on the link below (right) to visit the RTP website.
The pressure increased last Sunday, the paper says, with the resignation of Marcelo Rebelo de Sousa from his post at private TV channel TVI. De Sousa had been star presenter of a key Sunday night news and current affairs programme, but left his post after being accused by the country's minister of parliamentary affairs, Rui Gomes da Silva, of being excessively critical of the government. This led opposition parties to express their opposition to the situation, El Mundo says, and Portuguese president Jorge Sampaio to admit on another channel, Sic Noticias, the "potential and implicit" restrictions applied on the freedom of information in Portugal. In the same interview, Sampaio called for an "end to censorship in Portugal". To read a fuller version of this story for yourself, in Spanish, click on the link below (left) to visit the website of El Mundo. Alternatively, click on the link below (right) to visit the site of TVI.
Already profiled on this page, Brandia takes a fresh look at the notion of communications and looks to stretch a few boundaries. It has now followed up on a promise made earlier this year by unveiling Brandia for Arts, a division that takes as its remit to take advantage of relationships Brandia has with other companies to finance creative projects, says the Portuguese newspaper Diário Económico. For example, the paper says, it may look to secure material for a young artist who has dreamt up an installation but is not in a position to pay for the materials. The idea is, Brandia stresses, to finance projects, not people. Rita Castel-Branco, director of Brandia for Arts, already has a long, marketing-based career behind her but is also involved in a number of projects in the arts sphere. "We cannot and do not want to go to companies and say 'give us money'. We want to explain to them the benefits of them supporting artisitic pieces, the prestige it can dewliver to their brand and the visibility among the public". Lourenço Egreja, vice-director of the new project, has already worked in a similar concept of agency in New York. "I remember a project with Panasonic", he tells Diário Económico. In the giant screen the company has on Times Square, the final 59 seconds of every hour they would project a short film by an artist. In Portugal, however, it is a concept which may take a little explaining to investors, while also breaking down resistance from some galleries, critics and even the artists themselves, used to a system of cultural management in which the principal agent is the state. Says Castel-Branco: "We want to open up the market. We want to help artists who, otherwise, would never be able to produce or exhibit to the public. To further its ability to do this, the agency is soon to open its own exhibition space and is also looking at getting involved in urban events and public art.. Interesting development, but one that also leaves the reader wondering how Brandia expects to make money out of the venture. While not able to answer that question, From Europe With Love can offer a link (below left) to the original article, in Portuguese, in the pages of Diário Económico. Alternatively, click on the link below (right) to visit Brandia.
In addition to a greater degree of self service, faster attention and greater modernity and convenience, all the new stores will sport the new CTT logo.
The first four outlets will serve as a test for how the process will be applied in the remainder of the network, Dionisia Ferreira, marketing and commercial director for CTT, tells the paper. The redesign itself was handled by the agencies 37 Design and Brandia and - in addition to the outlets - extends to new uniforms for staff. This is the first time the CTT has changed its image since 1990. To read a fuller version of this story for yourself, in Portuguese, click on the link below (left) to see it on the website of Diário Económico. Alternatively, click on the link below (right) to visit the already-redesigned website of CTT or here to read the press release announcing what the company claims is an "image for the 21st century".
The new campaign, which has cost, Diário Económico says, €550,000 and will run in a reange of countries, with particular emphasis on eastern Europe. The strapline for the campaign will vary depending on the country: in English, for example, the line used will be 'Portugal, go deeper'; in French, ads will use the slogan 'Le Portugal au plus profond'; while, in its original form, the phrase reads 'Descúbralo a fondo'. 17 languages will be used, in all, with around 1 million brochures being sent out promoting Portugal as a winter destination. Values the ITP hopes to transmit through its campaign include creativity, escape, harmony, inspiration, romance, dreams and tranquility. In addition, the authority has set up a website, which already carries an invitation to visitors to 'go deeper' into Portugal for a 'complete soul recharge'. To visit that site, click on the link below (left). If you'd like to read this article in Portuguese, in the pages of Diário Económico, just click on the link below (right).
Treatment and relief of minor health problems, the industry's trade association, Apifarma, says, is better effected by using OTC's than by tying up the country's medical system. "Produced by pharmaceutical laboratories after years of research, over-the-counter medicines are only made available to the public after rigorous checks and once they have been authorised by Infarmed, the medical regulatory authority", Apifarma is assuring the public. To read this story for yourself, in Portuguese, click on the link below (left) to see it on the website of Público. Alternatively, click on the link below (right) to visit the website of Apifarma or here to go directly to the page carrying the press release, announcing the association's campaign.
According to the TV station SIC, more than one in five Portuguese viewers tuned in to see the last episode of 'Chocolate com Pimenta' (chocolate with pepper) on Tuesday evening, the most viewers obtained by any episode of the popular genre in the past 3 years. One in five is equivalent to a total viewing audience of 3.8 million in all who tuned in at some point, with half of these watching the show from beginning to end. What was all the fuss about? Well, angry with Danilo, who left her because he thought she had taken off her clothes to be painted by Miguel, Aninha sets off with her friend for a trip in a balloon. Miguel agrees, but tells her that everything will have to be done in secret, Danilo, meanwhile... well, if you want to know more, you'll have to click on the link below (left) to be taken to the page dedicated to 'Chocolate com pimenta' on the SIC website. Alternatively, to read the original story for yourself, in Portuguese, click on the link below (right) to be taken to the Meios & Publicidade website.
That situation now looks set to change, says the newspaper Correio da Manhã, as a result of the Portuguese competition authority, Autoridade da Concorrência (AdC). It is one of the measures, the paper says, that is being considered to remove the barriers to entry that exist in the country, where Galp is the dominant petrol retailer. AdC believes, as has been proven elsewhere, that the increased competition hypermarkets would introduce would benefit the market as a whole. Petrol prices rose 12.1% between January and August in Portugal. To read this story for yourself, in Portuguese, click on the link below (left) to see it on the Correio da Manhã website. Click on the link below (right) to visit the website of Galp.
08.09.04
Total spending during 2004, OMD says, should amount to 761 million euros, compared to the 668 million registered last year and above initial forecasts prepared earlier in the year, which had pointed to an increase of between 7.5 and 10%. Cable TV, OMD believes, will see an explosion in advertising revenues during 2004 of around 35%. To read this story for yourself, in Portuguese, click on the link below (left) to see it on the Meios & Publicidade website. Click on the link below (right) to visit OMD's Portuguese website or here to go to a much longer press release from the company which gives fuller details of how it expects Portuguese advertising investment to grow during the course of the year.
12.08.04
Over 1.2 million people used the internet at home during July in Portugal, writes the online business newspaper Jornal de Negócios, with a daily average of 449,000 individuals. Basing itself on figures compiled by Marktest, the Jornal says that around a billion pages were called up during the month, a slight fall on the number registered in June. The website attracting the most visitors was www.sapo.pt, Marktest says, a portal operated by one of the country's leading publishers and which attracted 846,000 unique visitors during July. Next highest is www.msn.com, with 761,000. Click on the link below, left, to read this story for yourself, in Portuguese, on the website of Jornal de Negócios. Click on the link below (right) to visit Marktest, the market research company which conducts this and many other marketing-related surveys.
42.4% of advertising space booked on Portugal's national TV channels during the first 6 months of 2004 was linked either to football or to musical events, says the local advertising and marketing magazine Meios & Publicidade. Citing figures compiled by the media agency Inititiative, Meios & Publicidade reports that the Euro 2004 football championships accounted for 29.5% of all ads aired during the period, with the Rock in Rio (which, despite its name, took place in Portugal) music festival serving as the basis for 7.7%. Traditional advertising for brands, nevertheless, was once again the largest single category, accounting for 55.5% of all expenditure. Click on the link below, left, to read this story for yourself, in Portuguese, on the website of Meios & Publicidade. Click on the link below (right) to visit Media Monitor, which compiles TV viewing and advertising expenditure data for Portuguese TV stations and on whose home page you can see which are currently the leading programmes and channels.
No, not officially the opinion of this website, but the words of António Vieira da Silva, president of the communications group, Ogilvy Portugal. Speaking in the country's leading business newspaper, Diário Económico, Vieira da Silva says that the country has a longstanding problem in creating adequate marketing structures and a traditional inability to think strategically.
Vieira da Silva goes on to explain the steps he has taken to improve Ogilvy's operations in Portugal and the vision he has for the future. To read a full version of António Vieira da Silva's interview with Diário Económico, in Portuguese, click on the link below (left) to see it in its original form on the website of Diário Económico. Click on the link below (right) to see an English-language version of the interview, prepared by From Europe With Love.
27.07.04
Cable TV arrived in Portugal 10 years ago, says the local newspaper Publico, with the first experimental transmission going out on 27th July 1994 in Matosinhos. By the end of last year, 27% of Portuguese households had cable, the papers says, according to figures from Anacom, the country's national communications authority. Some days after the test, Publico says, the experience was repeated in Lisbon, although the service was not to be marketed until October of that year. It was, it was claimed at the time, the first application of the technology to Europe and even in the United States where it originated, it had barely been tried. TV Cabo, the first cable TV service, commenced operations on 1st October 1994, Publico says, starting with a bouquet of 30 channels available in some parts of Lisbon, Braga and Matosinhos. Around 30,000 households were covered, although a reach of 1.5 million was targeted by the year 2000, with 40 channels. Today, TV Cabo is part of the PT telecoms group and maintains a presence across most of the country, earning it a market share of 84%. The 'Classic' service of TV Cabo costs €20.45 for 44 channels. Take-up of cable TV has been impressive, says the paper. In 1998, Marktest estimated that 615,000 people were living in households to which cable TV was available. Now, the figure is 4 million. Anacom says that, at the end of last year, 1.33 million households had cable, 27% of the Portuguese housing stock. Half of those who subscribe live in the Lisbon region, corresponding to penetration of 53%. Only in Madeira, where 60% of those who could receive cable choose to do so, is this figure bettered. Marktest only began to measure cable audiences in September 1998, Publico says, since when they have grown significantly. From a 2.8% share of viewing in 1999, equivalent to 35,400 viewers per day, share had risen to 11.3% by the first 6 months of 2004, with five times the number of daily viewers. Analysis by Media Planning Group of the viewer base shows that upper social classes are more likely to subscribe to the services available, making up over 60% of viewers. Men are more likely to watch than women, representing 58% of viewers. The prime age group represented is adults between the ages of 35 and 54 years old. In terms of channels, the Hollywood film service was the most viewed during 1999 and 2000, but was overtaken by the news channel SIC Noticias in 2001. SIC is now followed by Panda (children's programming), Hollywood and GNT (the Portuguese service of Brazil's Globo operation). Click on the link below, left, to read more of this story, in Portuguese, on the website of Publico. Click on the link below (right) to visit the website of TV Cabo, and plunge into the world of Portuguese cable TV for yourself.
Portuguese drinks 'giant' Unicer is to reposition its water brand, Pedras Salgadas, by way of a new communications campaign stressing that the product is good to drink at any time of day, whether at work or among friends, says the newspaper Diário Económico. In fact, Unicer's efforts to
reposition Pedras Salgadas commenced in 2003, Diário Económico, says, but this year the pressure is to be stepped up even further. "We are going to do
a follow-up campaign to that we ran last year, driving home the point that Pedras Salgadas
is an ideal way to balance your body's needs thropughout the day", Paula Fonseca,
assistant director of Unicer's waters division, tells the newspaper. Unicer is investing €820,000 in the new campaign, Diário Económico says, with the aim of reaching not only the 'usual' target group of 25 to 40 year-olds, but also a younger public. Pedras Salgadas is currently market leader in its segment in Portugal and maintains a strong presence in some international markets, in particular Spain and, in the catering sector, the UK. Click on the link below, left, to read more of this story, in Portuguese, in Diário Económico. Click on the link below (right) to visit the website of Unicer, where you can survey the company's range of mineral waters - including Pedras Salgadas - and more.
25.07.04
For the first time in Portugal, a group of industrialists have come together to create a regional brand, writes the newspaper Correio da Manhã. Called 'Montneve', the brand will be applied to all products originating from the municipality (or 'concilho') of Covilhã. A first collection of Montneve-branded products will appear in February next year, centreing on clothing made of 100% pure new wool. The initiative of the local wool producers association, ANIL, it is hoped to extend the Montneve brand into other areas of production should it prove successful. "These days, no-one asks you where your clothes were made - they ask you what brand they are", said Carlos Pinto, head of the local chamber of commerce in justifying the decision to 'brand' the region around Covilhã. Click on the link below, left, to read more of this story, in Portuguese, in Correio da Manhã. Click on the link below (right) to visit the Chamber of Commerce of Covilhã, where this initiative originated.
Reckitt Benckiser was Portugal's leading advertiser in the first 6 months of 2004, writes the local advertising and marketing magazine Meios & Publicidade, spending more than €31 million. Basing its report on figures provided by the local media monitoring company, Marktest, Meios & Publicidade says that L'Oreal was next on the list, spending €27 million, followed by Procter & Gamble, with €26 million. These three advertisers alone, Marktest says, accounted for 10% of the Portuguese TV advertising market over the period. Looking just at TV, Marktest says that Vodafone led the others, investing €25.9 million, followed by Danone (€25.2 million) and mobile phone company TMN (€17.5 million). Click on the link below, left, to read more of this story, in Portuguese, in the pages of Meios & Publicidade and including the channel share for each of the leading Portuguese TV stations. Click on the link below (right) to visit the Reckitt Benckiser website for Portugal (which doesn't, it has to be said, look very Portuguese).
Airtime on Portugal's four leading TV channels ran according to the 80:20 principle during the first 6 months of this year.. that is, for every four minutes of scheduled programming, one minute of advertising was transmitted. Although ads occupied one-fifth of total airtime, however, in terms of viewing figures they pulled in just 11% of the audience, according to research from Mediamonitor, published in the local advertising and media magazine, Meios & Publicidade (M&P). Click on the link below, left, to read more of this story, in Portuguese, in Meios & Publicidade. Click on the link below (right) to send an e-mail to ask From Europe With Love, for example, for any further help with understanding the article.
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