Panel SA: Folha Top of Mind reveals brands most remembered by Brazilians in its 32nd edition

by

The Folha Top of Mind awards ceremony will again take place in person this Tuesday (25). The award, which promotes the brands most remembered by Brazilians, will be held on the eve of the publication of the special edition of the magazine dedicated to Datafolha’s research, which circulates together with the Sheeton Wednesday (26).

The party takes place again after a gap of two years, caused by the pandemic.

In the last two editions, the revelation of the study results was made by an online broadcast.

Exclusively for guests, the event is scheduled to take place from 7:30 pm at Tokio Marine Hall, formerly known as Tom Brasil, in the south of São Paulo.

With capacity for 1,400 people, the ceremony brings together executives, representatives of brands and products, as well as professionals from the retail and advertising market.

The event also celebrates the 32nd anniversary of Top of Mind, currently the largest and most complete survey of brand recall in Latin America, and considered one of the largest in the world.

The delivery of the Top of Mind awards in 2022 also brings news in the presentation, which this year is in charge of actress Lilia Cabral and comedian Nany People. For the first time in the event’s history, two women will be in charge of the ceremony.

“This party will be very beautiful and meaningful for me”, says Cabral, who cites the importance of advertising in his career. “It’s always very important for those who are there in the audience, hoping to receive recognition, whatever it may be. There is nothing more gratifying than going on stage to say thank you, it’s a demonstration of looking back and seeing how much was produced.”

For Thais Hagge, head of beauty and wellness Brazil and marketing leader Latam at Unilever, the return of the in-person event is special because it marks the passage of time in the pandemic. “It is a symbol that we are leaving behind a challenging period of seclusion and that we have started a new cycle: hybrid, digitalized, flexible and even more human”, says the executive, who has attended the ceremony in other editions and highlights the research by the Datafolha as “an important portrait of the time”.

“It endorses and gives visibility to brands that are or will become iconic for Brazil. It is a service that generates proximity to society, speaks their language and about their daily lives, in addition to connecting brands and companies to current and necessary topics. , such as those involving the ESG universe”, he defines.

Since the first edition, in 1991, Datafolha has traveled the country by plane, car, motorcycle, bus and boat to discover which services and products are part of the daily life of the Brazilian population.
“Folha’s Top of Mind is a reference source for the entire advertising market and for those who work with marketing and branding to understand brand awareness”, explains Marcelo Boschi, branding professor at ESPM. He also comments that the publication “is a reliable and credible source, and that is why it is used by professionals”.

The Folha Top of Mind 2022 special website is now live and features a series of interviews with professionals at the forefront of brands that are historic winners of the survey. In addition, the creatives of the main advertising agencies in the country present on their Instagram profile @folhatopofmind the behind-the-scenes creation of the biggest national campaigns. Top of Mind’s Twitter, LinkedIn and Facebook will also be updated with the latest news from the survey.

2022 TOP OF MIND SHEET AWARD

Exclusive for guests

When October 25th, from 7pm

Where Tokyo Marine Hall -r. Bragança Paulista, 1281, south zone of São Paulo

WHERE TO KNOW MORE: sheet.com/topofmind

You May Also Like

Recommended for you