Advertising, on the Internet, television and in print, is an important part of marketing, which also includes market research, public relations, distribution and sales strategy. Creative types gravitate toward advertising since they are skilled at engaging readers and listeners and encouraging them to take action, while being entertaining at the same time. Copywriters, who compose the speech or text in advertisements, are generally recognized by their peers when consumers find their advertisements memorable.
Nizan Guanaes co-founded Grupo ABC, an advertising and specialty marketing company, along with Guga Valente. By 2012, Guaneas helped propel the company to the 19th largest marketing and content firm in the world. Always working in advertising, Guaneas started out as a copywriter after college in his hometown of Salvador, Bahia. He moved he moved to Rio de Janeiro, and later to São Paulo, building his reputation as a creative copywriter as he went until he received international acclaim at the Cannes Festival for “Hitler,” a television ad for a newspaper. Nizan Guanaes has earned multiple marketing awards, including Communication Entrepreneur of the Year, Entrepreneur of the Year, a Jeca Tatu award for copywriting and a Poder ABC Business Award for his entrepreneurial vision. Advertising Age named Guanaes one of the “21 Global Influencers On Media” as well.
Guanaes also believes in giving back; his favorite causes include HIV prevention, preserving Brazil’s culture and empowering women and girls. He is a Goodwill Ambassador at UNESCO and a member of The Women in the World Foundation and the World Economic Forum.