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YOUR INSIGHTS OF THE WEEK
- Localiza's Agile method that made culture.
- LGBTQIAPN+ pride month: From the top, we reach out.
- AI in supplier management: less headache, more strategy.
- AI agents that make decisions.
- Embodied Branding: the brand that not only speaks, but is lived in the consumer's skin.
How Localiza made Agile more than a method, it made it a culture.
In the new edition of Pega a Visão, our online meeting for marketing leaders to exchange learnings, Tatiana Rocha, Brand Director at Localiza, was the guest speaker. And the topic couldn't have been more topical (and necessary): how to make the agile model really work, without it becoming just a pretty word on a colored post-it note.
Tatiana shared Localiza's journey from the adoption of Agile in 2021 to the creation of Maloca73, an in-house agency that today serves internal squads with speed, scope and an aligned culture.
The conversation went through everything that nobody tells you on LinkedIn:
- How to structure squads that generate real results (and not just pretty presentations).
- What not to do when implementing Agile
- What really moves the team and what just consumes energy.
- How to keep the creative team engaged within an in-house structure.
- Why Maloca73 has become more than an operational solution: it has become a strategic asset.
"If people don't have a collaborative profile, it won't work."
More than processes, Localiza understood that agility without a collaborative culture is just noise. And that setting up a real internal agency requires governance, yes, but also space for creative oxygenation, empowerment and purpose.
See more Insights and data straight from Pega Visão that we share on Instagram by clicking here.
LGBTQIAPN+ pride month: From the top, we reach out.
Last Saturday, Makers launched its new impact campaign, with four LGBTQIAPN+ CMOs in front of the cameras and speaking their minds. Four real stories, four leadership paths, but above all, four whole people who have chosen not only to tell what they have experienced, but to take on the responsibility of creating space for those who are still starting out on this path.
The campaign is not about flags. It talks about people.
The words of someone who learned, from an early age, to measure the tone of her voice. To control gestures. To hide parts of herself to fit into spaces that weren't designed for plural existences. It speaks of someone who climbed the career ladder with talent, yes, but also with courage, and sometimes fear.
He talks about who he was being, even when they said he couldn't.
And it shows that when an LGBTQIAPN+ person occupies a place of power by being themselves, without having to hide who they love or who they are, it's not just a personal victory, it's an act of collective transformation.
But perhaps what is most moving about the campaign is not what was said. It's what was felt.
It's the silence that comes before speech. The pause in the camera's eye. The firmness of someone who knows they've come far, but doesn't want to be the exception. Of someone who looks back and says, with truth:
"I want you to come too. I want to make space. I want to be a bridge."
Makers, in this context, is not just a stage. It's a support network, it's solid ground for those who live their lives with more questions than certainties. It's a safe space for sincere exchanges, deep connections and real collaborations. It's a community that sees people as a whole, not just as professionals, but as who they are.
That's what the "From the Top, We Reach Out" campaign is all about:
About not having to fit into molds in order to grow.
About not having to give up your own truth in order to have a successful career.
About leaders who understand that presence, support and recognition can be the difference between giving up... or continuing.
And if there are people at the top today, it's because at some point someone was around saying: go.
Now it's their turn to tell more people.
And pave the way so that one day, it will no longer be necessary to resist in order to exist.
See the full campaign here!
Original content Brands by Makers
LGBTQIAPN+ is the acronym that represents a plural community of affections, identities and trajectories. And for us, each letter is a story that matters.
AI in supplier management: less headache, more strategy
Marketing thrives on good ideas. But who puts them together? Suppliers. Many. Increasingly diverse, decentralized and difficult to manage. That's where AI can do a better job for us.
Daniel Prianti, founder and Co-CEO of BPool, says that supplier management in marketing has become a critical bottleneck in large companies. Double taxation, varied tax regimes, late payments and manual processes are just the tip of the iceberg.
But AI is changing the game on four fronts:
- Predictive analysis to understand seasonality and predict the best time to hire;
- Intelligent comparison of proposals, taking into account multiple variables (price, deadline, quality, risk);
- Negotiation recommendations based on supplier history;
- Total process automation, via Enterprise Gateway Marketplace-type platforms, which organize chaos and guarantee compliance.
Now let's think about it:
If AI already hires better, faster and with less risk, what exactly are you waiting for to let it work for you?
CMOs and companies are swapping spreadsheets for agents that make decisions
Creating strategy, aligning teams, handling multiple channels, making sure everyone has the right data at the right time...
Routine life is a juggling act of fragmented data, decentralized processes and hidden knowledge.
But what if there was an agent that connected everything humans, data and AI and still acted on its own, without depending on a human pressing a button?
Agentforce, from Salesforce, has brought a new intelligence that delivers this.
See what helps your routine:
- Takes action throughout the company: From sales to marketing, agents act directly on the teams' workflow, based on the customer's complete context.
- Offers reliable data in real time: No rework, no loss of information. The right data, at the right time, for the right action.
- Learn and reason with the Atlas Reasoning Engine: Interprets natural language, looks for patterns in structured and unstructured data, and acts with precision - even in complex tasks.
This operational autonomy reduces dependence on manual processes, frees up teams for more strategic decisions and speeds up deliveries with consistency.
We at Makers strongly believe that Salesforce innovations can help you with the challenges of your routine. We invite you to learn more about this innovation by clicking below.
Embodied Branding: the brand that not only speaks, but is lived in the consumer's skin
At the end of the day, your brand is what consumers take with them when they leave.
But... what if he didn't leave?
What if your brand was embodied in what they wear, share and in the experiences they use to tell the world who they are? This is the premise of Embodied Branding.
Shared identity: branding that shapes (and is shaped by) the consumer
People are in a constant state of construction, looking for symbols, narratives and aesthetics to create the version of themselves that they want to give to the world.
In this scenario, strong brands are not those that impose themselves. They are the ones that offer symbolic frames for people to express themselves.
How does this translate into strategy?
- Every consumer is an influencer, even for a small group. They are shaping the culture around them all the time.
- Turn people into living brands. Consumption is not just transactional, it is identitarian. The question is not "what do I wear?" but "what does it say about me?"
- Democratize symbolic access to your brand. Being desirable is not enough. Your brand needs to be appropriate. Replicable. Liveable.
And the best example of this? It's right here in Brazil: Thiaguinho's Tardezinha, where the public not only consumes the event, but embodies the lifestyle it proposes. See the full analysis here.
7 Experiential Marketing trends and statistics
Forget fighting for clicks; the future is about building memories.
Data to prove it:
- Superior performance: experiential campaigns increase ROI by 65%, generate 70% more loyalty and double recall compared to traditional actions.
- Generational preference: 72% of millennials prioritize brands with interactive experiences, and 74% of event participants leave with a more positive image of the brand.
- Direct conversion: 90% of consumers are more likely to buy after taking part in an experiential activation.
- 80% of companies have already increased their budget for experiences, representing 10 to 30% of total marketing investment
- 74% of Fortune 1000 CMOs will increase these contributions in 2025
- 56% of the public intend to attend more events and activations in 2025
- The market is expected to reach US$ 57 billion by 2027
It's not about volume. It's about bonding.
And bonds are built with lived experience, with ritual, with emotion.
Practical applications of creating experiences: from memory to daily rituals
The good news? Not every experience needs to be a million-dollar festival. The age of spectacle is making room for the power of micro-experiences.
- An AR filter that tests a new look
- A kiosk where the customer customizes the packaging
- A gamified quiz that discovers your match with the brand
- A ritual of use that becomes a habit and a sensory memory
83% of millennials say they see value in personalized experiences.
What's more, consumers are looking for coherence of values, such as sustainability, inclusion and real purpose embodied in actions, not just speech.
Is your brand present in consumers' daily lives? Or does it only appear at the top of the funnel?
In times of content overload, it's not who shouts the loudest who wins - it's who becomes part of who the consumer is.
Specialists will become extinct. The future belongs to the curious - It' s no longer about mastering a single field, but being able to navigate different areas, creating new combinations.
Duolingo CEO says teams need a "mindset shift" on AI - It may be that AI doesn't actually solve the problem you're trying to solve.
LinkedIn's new Playbook highlights creators as the future of B2B marketing - LinkedIn's new guide reveals how B2B creator content is reshaping the buyer's journey and why you need to act now to stay relevant and trustworthy.
Gartner: Investment survey of CMOs reveals that marketing budgets are stagnant - The survey found that marketing budgets for 2025 remain stable at 7.7% of overall company revenue compared to the previous year.
This is Time,
As you've read, today you have a human, strategic and innovative edition.
And what were the insights?
- Take Vision: with the Agile method "If people don't have a collaborative profile, it won't work."
- The LGBTQIAPN+ pride month campaign: the focus shouldn't just be on the month, but on giving the movement a voice throughout the year and creating space for those who are still starting out.
- Salesforce brought how CMOs manage and companies are swapping spreadsheets for agents that make decisions.
- We've seen with Daniel from BPool that AI is a great alternative for improving supplier management, making intelligent comparisons of proposals and automating many processes.
- By implementing the Embodied Branding strategy, you have the chance to increase ROI by 65% and generate 70% more loyalty.
