The 32nd edition of Folha Top of Mind, held this Tuesday (25), brought together CEOs, marketing directors and advertising agency professionals from the main brands in Brazil.
After two years of online editions due to the pandemic, around 1,500 marketing professionals celebrated the return of the event, which was held at Tokio Marine Hall, in the south of São Paulo.
The award is the result of an extensive survey led by Datafolha, which in August surveyed 7,701 Brazilians, and listed the most remembered brands by consumers in 83 categories.
Nike, Omo, Coca-Cola and Samsung were elected champions in the Top of the Top category for the third consecutive year.
Katielle Haffner, head of ESG corporate relations at Coca-Cola, says that the company’s success is a reflection of a more connected communication with agencies and vehicles, with proposals that reflect changes in the world and in the consumer experience.
“It’s a brand with more than 130 years of history and 80 years of Brazil. The award is a recognition of consumers and people, which for us is what makes it worthwhile”, said the executive, who represented a team at the event. than 53 thousand employees.
Omo, which received 6% of the spontaneous mentions of respondents, reached 29 consecutive years in the leadership of the award. The performance, according to Vinicius Menezes, the company’s marketing manager, reveals the recognition of consumers with the purposeful agenda of Omo in its campaigns.
“It’s a brand that made history in Brazilian communication through ‘Se Sujar Faz Bem’, talking a lot about child development, always concerned with social development and, more recently, concerned with the sustainability agenda”, he said.
Anna Karina Pinto, director of corporate marketing at Samsung, which was successful in six categories, including the main one, says that the award brings important visibility to the brand. “We already have a track record of years on Top of Mind, it’s an incredible recognition,” she said.
Interim CEO of Vibra Energia (formerly BR Distribuidora), André Natal, points out that the company’s successful strategy is to maintain an attentive operation, which seeks to be sustainable and efficient. Vibra received awards in the Gas Station categories, with Petrobras/BR, and Lubricating Oil, with Lubrax.
“When we carry this brand, we want to communicate with this customer a huge set of attributes. It is necessary to be close to this customer, taking performance, quality and complete service with the convenience store”, said Natal.
Alexandre Nogueira, marketing director at Bradesco Seguros, highlights the importance of monitoring the customer’s evolution.
“The world is changing, and so is the country. What is relevant yesterday is not today. What is different can go unnoticed. So, this study, this follow-up, brand tracking, understanding what is changing and the that needs to change its strategy, makes all the difference”, said Nogueira.
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