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YOUR INSIGHTS OF THE WEEK
- CMO Day: Where the future of marketing will take center stage. Registration for the Makers Community is now open!
- CASES MAKERS: How Makers connected Avon and Tardezinha in a historic partnership of beauty and culture.
- Live Marketing has changed. And if your operation hasn't kept up, something is wrong.
- Formula 1: The strategy behind the 88% of satisfied fans (and Salesforce's role in it).
- TikTok Shop Brazil: more than a month old and already moving national e-commerce.
- LGBTQIAPN+ | From the top, we reach out and follow.
CMO Day: Where the future of marketing will take center stage.
Round 2 of CMO Day is coming up! Where the future of marketing takes shape.
The game has changed. And if you don't change, you lose ground.
The event will take place on July 22 in São Paulo. It' s a closed meeting for the Makers CMO community where we bring together the minds at the head of the country's leading brands to hold in-depth discussions on the issues that are transforming global marketing.
A space for exchange between those who live the challenges of marketing leadership every day, with the trust and intimacy that only a network like this allows. In this round, we'll go behind the scenes of a case that few companies in the world have managed to build.
We'll soon reveal who the big guest is, but we'll tell you in advance: he's at the head of one of Brazil's biggest growth machines.
As a member of the Makers community who heads up marketing for a major brand, this is the kind of conversation you can't watch later. You have to experience it live.
We're waiting for you! Registration is now open.
Watch this video and find out more!
And we have a special invitation for you, Brands subscribers.
Makers has opened up 3 exclusive CMO Day vacancies for you to apply for and live this experience.
To take part, all you have to do is register and you'll already be in the running for one of the three vacancies. The results will be announced on Brands by Makers on July 14th.
Click below now and get the chance to be with us and Brazil's top CMOs!
MAKERS CASES
How Makers connected Avon and Tardezinha in a historic partnership of beauty and culture
In April, Makers held an exclusive meeting with Tardezinha, where we revealed the backstage of one of Brazil's biggest cultural movements. We took CMOs from our community to be inspired by the strategic construction behind the phenomenon.
What began as inspiration became a real connection and a real business.
After the event, Juliana Barros, Avon's CMO, made a bold decision: to make Avon the first make-up brand to sponsor the Tardezinha tour, strengthening the link between culture, beauty and purpose.
"Thi, Makers really makes it happen!
I was totally unpretentious when I saw the case at the meeting you promoted and, from that exchange, a strategic project emerged that will accompany us throughout the semester, activating a community totally aligned with Avon's values." - Juliana Barros, Avon CMO
The partnership reinforces Avon's commitment to the democratization of beauty and brings the transformative power of make-up, especially the Power Stay line, to the Brazilian music stage.
This movement marks not only the history of the brand, but also the real impact that Makers is proud to provide: connections that come out of events and create real value for brands, people and culture.
Live Marketing has changed. And if your operation hasn't kept up, something is wrong.
"Live Marketing is no longer the same. And that's incredible."
That's how Beto Sirotsky, Co-founder of BPool, summed up the new moment for this strategic marketing front. Live Marketing is back with immersive, shareable experiences with cultural value and a direct impact on the business.
Live Marketing is going through a period of intense evolution. Technology is no longer a support but an essential part of the experience: augmented reality, artificial intelligence, hybrid formats and interactive broadcasts are expanding the reach and quality of what is delivered to the public.
But it's not just innovation that sustains this progress. A relevant event today requires responsible planning and security in every detail. We need to anticipate risks, protect information, look after the team and guarantee the well-being of those taking part, from start to finish.
Another point that is becoming even more important is curation. Bringing together people, brands and content is just the beginning. What makes the difference is creating coherent experiences, with a clear purpose, that leave a real and lasting impression.
The presence of influencers is part of this scenario: it broadens the dialog, connects brands to specific audiences and reinforces the message in a natural way.
People are at the heart of everything. Trained teams, respected audiences and encounters that generate real connections - this is the engine that keeps Live Marketing alive, current and indispensable.
Market data shows the impact of this movement:
- The Brazilian Live Marketing Yearbook 2024/2025 points out that the market is expected to exceed R$100 billion in investments this year, consolidating the segment as a key piece of communication
- The sector expects to grow by around 20% by 2025 - a clear sign that events and activations are growing priorities.
- The number of events almost doubled in the 1st quarter of 2025 (+110%).
- According to Forbes, brands in the US have increased their investments in face-to-face experiences by 55% in the last 12 months.
And with this movement, there are points that need attention:
- Hire quickly, but safely.
- Unite marketing and purchasing without friction.
- Manage multiple suppliers, varied payments, image rights and much more.
And that's where BPool comes in with vision and technology.
"At BPool, we have deepened our understanding of this complexity. Our Proposals module was created and continually evolves to meet the specific demands of Live Marketing. The difference goes beyond the matching algorithm, it's in the workflow designed exactly for the needs of events, activations and conventions, speeding up processes and minimizing possible friction between Marketing and Purchasing." - Beto Sirotsky Co-founder of BPool.
BPool is already delivering performance as a strategic asset for those who want to take advantage of this market movement.
Do you want to improve your activations with more intelligence and agility?
See how BPool's Proposals module is helping teams to create more strategic and efficient brand experiences, simplifying operations.
Formula 1: The strategy behind the 88% of satisfied fans (and Salesforce's role in it)
It's not just about speed, look at how F1 has used technology to build the loyalty of millions.
Following the resounding success of the Drive to Survive series, Formula 1 has seen its fan base grow exponentially, especially among younger and more diverse audiences. But this boom brought a new challenge: how to transform this growth into a continuous, personalized and scalable relationship?
The biggest challenges were scattered data, disconnected experiences between channels and sales teams, losing timing, relevance and, above all, the bond with these new fans.
With the union between Formula 1 and Salesforce with Customer 360 and Data Cloud, Formula 1 consolidated its data, integrated channels and began to understand the behavior of each fan in real time, offering personalized experiences on and off the track.
Main results of the partnership:
- 88% fan satisfaction, up from 70% in 2018.
- 86 % first contact resolution, with efficient chatbots and sharp support.
- Lasting engagement: more human and contextual service, with self-service for technical faults.
- Agile and shared sales: teams access the same data in real time, improving communication and generating strategic insights.
- Smart recommendations: product and content suggestions based on the fan's favorite pilot, calendar and participation history.
- Global launch in just 5 months: with Salesforce's support, platforms such as Marketing Cloud and CDP were implemented in record time.
- Expanding the base: with a focus on accessibility, more fans, especially women and young people, now feel part of the sport, even without watching the races live.
- Sustainability with data: emissions monitoring and reporting, with a goal of neutrality by 2030
From entertainment to data strategy, this case is a lesson in how to turn audiences into brand equity.
Want to see how Formula 1 set this in motion from implementation to achieving 88% fan satisfaction?
Click below to see the full study and behind the scenes of this transformation!
TikTok Shop Brazil: more than a month old and already moving national e-commerce
The store has become a video. The salesperson is the creator. And the buying journey begins with the scroll.
In just over a month, TikTok Shop has already shown that it 's not just another sales channel, it's a reconfiguration of e-commerce as we used to know it.
In the same interface where the user has fun, discovers and gets information, they also buy without friction, without leaving the experience.
This fusion of content + conversion + creator economy is reshaping the market and attracting everything from big brands to small businesses at speed.
The growth is already surprising:
- Launched on May 8, TikTok Shop Brasil brings together around 1,000 sellers, including major brands and local creators.
- Brazil is now TikTok's third largest market in the world, with 111 million active users.
- Brands such as Natura, O Boticário, Riachuelo and C&A are already using the platform with interactive shop windows and sales lives.
- Brazilian e-commerce is expected to generate R$224 billion by 2025. TikTok Shop could already account for up to R$3 billion of this volume.
Main categories at TikTok Shop UK
- Fashion (clothing and accessories)Maximum penetration among young people (Gen Z and Millennials).
- Beauty and personal careMake-up, skincare and fragrances are among the best sellers.
- Home and housewaresInnovative gadgets, organizers and high-performance items.
- Electronics and technology accessoriesHeadphones, ring lights, cell phone cases.
- Sports and fitnessSportswearand lightweight equipment are gaining ground, especially in lifestyle fitness videos and livestreams.
At TikTok Shop, attraction, consideration and conversion happen in a single experience, at the consumer's time and pace. It's not just about selling on TikTok. It's about understanding where your brand fits into people's culture, content and discovery routine.
The strategy now is to think beyond the shop window:
how can your brand create shopping experiences that are born out of entertainment?
LGBTQIAPN+ | From the top, we reach out and follow.
In June, we launched the "From the top, we reach out" campaign together with four CMOs who are members of the Makers community and who shared their stories with courage, truth and a clear intention: to pave the way for those who are still starting out.
We've closed the campaign, but not the conversation. This June there were voices that not only spoke, but moved. This last video doesn't end a month. It opens up a new, more attentive, more human gaze, more committed to psychological safety and the right to exist without filters.
Thank you to the voices that paved the way with courage and truth. Being who you are shouldn't be an act of resistance.
And building safe spaces is a choice we make every day.
We continue together. With listening. With action. With presence.
Because supporting is just the beginning, but transforming is a commitment.
Click here to watch the campaign video.
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💡 How are CMOs structuring their teams in 2025?
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💡 Get ready: the real data revolution hasn't even started yet
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💡How CMOs are scaling GenAI in turbulent times
AI and GenAI remain at the top of CMOs' agendas, even amid the recent wave of turbulence in global markets.
Speak up, Team.
If you've made it this far, you've seen that this edition wasn't just about marketing, it was about movement. Movement of ideas, of brands, of people.
After all, when leaders meet in depth, something changes. And this edition was proof of that.
And what were the insights?
CMO Day: at our event, the future of marketing will take center stage.
Avon + Tardezinha: from a Makers event, a historic partnership between beauty and culture was born.
Live Marketing is the protagonist. BPool showed how technology and agility change the game.
Salesforce + Formula 1: data, personalization and 88% satisfied fans.
TikTok Shop Brazil: more than a month in operation and already impacting national e-commerce with content that converts.
LGBTQIAPN+ campaign: we've ended the month, but we're still committed to creating safe spaces every day.
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Have a great week everyone! Big hugs!
