Adrian Ferguson

In the last decade the job of a media professional has been taken to a much higher level by the 24/7 needs of a market that is more and more technical and able to generate business, not only from a media point of view, but also and especially in the eyes of our clients’ businesses.
We have been enabled to make it happen both in strategic media issues and in the intersection of products and services with consumers.

On the other hand, the media professional has been pushed to go further. The bravest ones have started to take over the task of running the business themselves. Not only have we taken charge of the endless search for income but also of people management and a strict control of expenses.

Such belief arises from all the experiences I have had especially in the past 15 years, when I had the privilege to work with some of the biggest clients and some of the best agencies in the country.
I have also had the opportunity to work with the brightest and most restless minds in the Brazilian market, always watching very closely the vision of CEOs and stakeholders, who are constantly struggling for the maintenance of a winning model of market.

In addition, those clients and agencies have brought me opportunities to develop a large number of projects on the main communication media channels in the country: I have set up national TV networks, frozen magazines, broken newspaper paradigms, pushed the limits of new formats in digital media, innovated in out-of-home. I have created contents, TV series and broadcast concerts aiming to bring people closer to brands.

And what comes next? A lot of hard work and especially a significant relearning about a new reality that is already under our eyes.