November 7, 2024, 11:00am-12:00pm
CITI-IMMAA Seminar: Antônio Napoli D'Andréa Neto, Partner and General Director, Kaiser Associates (Brazil)
Organized by Francisco Belda, São Paulo State University (UNESP)
Mr. Neto provides an in-depth exploration of the rapid rise in influencer marketing, which has expanded from $6.5 billion in 2019 to a projected $24 billion by 2024. His talk examines the key drivers behind this explosive growth, such as shifts in consumer behavior, the decline of traditional advertising, and the increased trust placed in influencers by digital audiences. The professionalization of content creators, the diversification of platforms beyond Instagram and YouTube, and the growing relevance of micro and nano influencers are analyzed through case studies like "Sua Cirurgia," "Light Copy," and "Business Education – G4."
This seminar also highlights the impact of influencer marketing on traditional journalism, addressing both the challenges and opportunities for media outlets as they adapt to new trends in news dissemination on social media. Additionally, the session forecasts future trends for the influencer market beyond 2025, including emerging monetization strategies and evolving business models. It also reflects on the crucial role that journalism must play in this new landscape, focusing on content curation, credibility, and trust.
Antônio Napole D'Andréa Neto has been a Partner and General Director of Kaiser Associates in Brazil for 20 years, overseeing more than 800 consulting projects. Kaiser Associates is a global consulting firm that specializes in business transformations, focusing on strategy development, planning, organizational change implementation, competitive intelligence, and new market entry analysis across various industries.
An expert in strategy, scenario planning, and complex problem-solving, Antônio serves as a professor at FIPE and G4 Educação. He has been a board member of the EAESP/FGV Alumni Association since 2015 and joined the board of Fundação Maria Cecília Souto Vidigal in 2023. He is also associated with Projor – Institute for the Development of Journalism.