AMPRO Champions Sustainable Brand Experience at Cannes Lions

The Associação de Marketing Promocional (AMPRO) launched an international institutional initiative at Cannes Lions to strengthen commercial relationships between agencies and brands in the brand experience sector, according to an interview with executive president Heloísa Santana conducted by Dilma Campos for Marcas pelo Mundo.

AMPRO Targets International Commercial Relationships at Cannes Lions

During the Cannes Lions festival, the Associação de Marketing Promocional (AMPRO) initiated a movement to reform commercial practices within the brand experience industry. According to AMPRO executive president Heloísa Santana, the organization recognized that while Brazilian agencies consistently win international awards for creative delivery, the sector has room to develop its commercial framework globally. Santana explained the strategy during an interview with Dilma Campos, co-CEO of Mark Up and guest presenter for Marcas pelo Mundo.

Introducing the “Culturas Evoluem” Concept for Industry Sustainability

To address the gap between creative excellence and commercial structures, AMPRO introduced the concept “Culturas Evoluem” (Cultures Evolve) during the festival. According to the association, the provocation invites the market to evaluate how businesses, professionals, and work models adapt to industry changes. The dialogue focuses on sustainable business practices, payment terms, competitive bidding, and balanced relationships across the entire ecosystem.

The association’s gathering brought together representatives from nine Brazilian agencies, business leaders, media outlets, industry partners, and four sector entities. According to Heloísa Santana, these organizations expressed support for the initiative and agreed to collaborate on the proposed framework.

Permanent Agenda and Certification Programs for Brazilian Agencies

Alongside honoring Brazilian finalists and winners at Cannes, AMPRO highlighted ongoing administrative programs designed to support the market. According to the association, the AMPRO Certification program remains a core element in encouraging sound management, compliance, and corporate governance among member agencies.

Santana described the multi-stakeholder turnout as an unprecedented milestone for the institutional development of the sector. Following the close of Cannes Lions, the association plans to maintain the momentum through a permanent schedule of meetings and content initiatives aimed at fostering sustainable growth for Brazil’s brand experience industry.

Frequently Asked Questions

What was the main goal of AMPRO at Cannes Lions?

According to AMPRO executive president Heloísa Santana, the association launched an initiative to strengthen commercial relationships, business practices, and sustainability between agencies and advertisers in the brand experience sector.

What is the “Culturas Evoluem” concept?

Introduced by AMPRO, “Culturas Evoluem” is a framework designed to provoke industry-wide discussion on business models, payment terms, fair competition, and balanced relationships among all players in the brand experience ecosystem.

Who participated in the AMPRO meetings in Cannes?

The gatherings included representatives from nine Brazilian agencies, business executives, media partners, specialized press, and four sector representation entities, according to AMPRO.