WYlights

The New Future of Marketing

You’ve probably noticed that AI-generated responses are increasingly referencing brands when asked about related topics. And that the information pulled from the internet is now arriving in real time, constantly updated. For marketers, this means the future is arriving sooner than expected. The significance of this shift is not minor—it’s a clear confirmation that generative […]

The Invisible Maestro: AI in the Customer Journey” at the 24th Marketeer Conference

The Invisible Maestro: AI in the Customer Journey’ was one of the key themes of the 24th Marketeer Conference, held at Sagres Campo Pequeno in Lisbon, under the overarching theme ‘The Future of Marketing and the Marketing of the Future’. Francisco Pinto, co-founder of WYnova, and Tiago Janela, Business Director for the U.S. and partner […]

The State, always the State!

What would happen if, with the State as the holder of a measurement system, one channel gained preponderance over another? Would measurement become yet another political weapon? I read with some astonishment a recent proposal from a television channel executive who suggested that the State should assume part of the costs of audience measurement. While […]

Filipa Montalvão on the Editorial Board of Executiva

Filipa Montalvão, co-founder and partner at White, has joined the group of esteemed professionals from various fields invited by the editorial team of Executiva to contribute with suggestions, fresh perspectives, and commentary. This advisory group supports the ongoing development of the project, helping to further enhance the quality of the content we deliver daily. Filipa […]

Training & Recruitment Reporting in Marketing – Natacha Gama Pereira

What are the most valued skills in the marketing job market today? Currently, the job market in the marketing field values a combination of technical and behavioral skills. Among the technical skills, the following stand out: Behavioral skills: How have training programs evolved to keep up with changes in the industry, especially with digital and […]

Lisbon Digital School celebrates the 5th edition of “Your Future is Digital” with free training in Digital Marketing and AI for university students.

With a trend-focused and highly practical agenda, the course covers key areas such as Brand Strategy, Social Media, Influencer Marketing, Data, Performance, Artificial Intelligence, and Employability. It brings together leading professionals from each of these fields, who will share their knowledge, experiences, and tools with the talents of the future. “This initiative has already impacted […]

Flexibility or opportunism

In this difficult and unpredictable world, the role of the CEO must be rethought. And as Elon Musk has recently learned, reputation is not a secondary or untouchable asset — it’s the true strategic differentiator. I recently had lunch with a friend — a seasoned headhunter, someone deeply attuned to society and to what truly […]