By: Ross Dawson

Ross Dawson — Sat, 03 Feb 2007 18:02:13 +0000

Absolutely Colin, this is a story of countervailing forces – on the one hand unfettered (or so they hope) advertising, and on the other social and governmental response. It will play out differently in different locations, particularly for large signs, but always the unregulated gaps will be filled, accounting for most of our attention. I was actually in Sao Paolo just after they banned smoking in restaurants – one of the first cities in the world to do so – so I’ve certainly seen that Brazil can be progressive in social legislation….

By: Colin Brayton

Colin Brayton — Tue, 16 Jan 2007 08:33:45 +0000

I think there are countertrends to consider. For example, in São Paulo, Brazil, where I maintain a second home with my wife, the city has now severely restricted outdoor advertising,shop signage, and many other elements of visual clutter, including multimedia advertising. The Av. Paulista is not, and if these people have their way never will be, Times Square.
And this is not just some passing lefty conspiracy either, mind you: These folks are reformist conservatives, hooked into the same network of major metropolitan mayors as Michael Bloomberg in New York.
Also, the advertising industry in Brazil, once almost completely “self-regulating” — and which prides itslf on being on the cutting edge of all these trends you mention — is now being forced to formalize its relationship with the local equivalent of the FDA, which is showing signs of a new activism.
So viral marketers, do not make your reservations for hog heaven just yet. In Brazil, the local governments, which are in the process of consolidating a new federal framework on regulatory cooperation, as part of a general political reform, can push back damned hard. Harder than you think, I would bet.

Comments on: Media and advertising will be everywhere

By: Ross Dawson

By: Colin Brayton