Annual Report 2011 Communication Week Communication Week, in its 11th edition, was honored with the presence of outstanding media professionals, who proposed all think out several aspects of the communications activity. Several issues were covered in the lectures with reports on vocation, preparation for exercising of the profession and ways of acting in the job market. Focusing on the TV media, Rafael Righini, a Doctor in Communication by the Universidade de São Paulo (USP), emphasized the role of the sound track in the soap opera genera; Zico Góes, MTV programming director, talked about the benefits and challenges of segmented TV; Leão Lobo, from Record radio and CNT Networks, proposed a reflection on the political power of communication media. Fernando Santos, analyst of planning and development for Globo Networks, talked about several opportunities that digital TV will bring to the to the post-Internet communication mediums that revolutionized communication companies, marketing and advertisement. Heródoto Barbeiro, from Record advertisers and consumers. News, emphasized the transition moment undergone by media In the digital media given digital communications and the resulting broadcasting power area, Celso Figueiredo, for vehicles of all sizes. principal of Mackenzie Renato Cagno, Marketing manager at Editora Abril, representing University and Fábio the publishing segment, talked about Capricho magazine and its Flatschart, advisor positioning with the teen public. The importance of the graphic for Adobe Systems segment, present in different areas, was discussed by Daniel Brasil, highlighted the Romano Belanga, Director with Color System printing company. interactivity inherent Nemércio Nogueira, Director of Institutional Affairs of Alcoa América Latina, focused on the responsibility of the Public Relations professional who, in addition to mastering communication tools, should have an ethical and political stand when representing companies and their social causes. The 11th communication week had the participation of outstanding professionals 7th BRANDING INTERNATIONAL WEEK The Branding MBA international module, in its seventh edition, was comprised of trips to Portugal and England. EIn Lisbon, the group, followed by the course coordinator, Antonio Roberto de Oliveira, visited the Brandia Central, a Branding advisory company leader in the European market; in London, the group kept in touch with branding officers of advisories and agencies geared towards branding such as Landor Associates, Interbrand, Design Bridge and Saffron Brand Consultants. The purpose of the visits was assessing these countries practices, as well as extending the knowledge, exchanging and having experiences related to the Brand creation process. At the University of Brunel, the group participated in presentations performed by the area’s most outstanding professionals, such as Ray Holland, Chris Holt and John Bolt. In his lecture about Brazil, talking to students from several countries, Antonio Roberto de Oliveira provided an overview of the Country from the geographical, sociological Branding MBA students during and economic perspective, highlighting branding development, the the international module creation of graduate and post-graduate courses and the awards received by Brazilian companies and professionals. 46
Anual Report 2011
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