Luanda - The Secretary of State for Media Nuno Caldas Albino defended Wednesday in Luanda the need for the advertising industry to adapt to the new information age to connect companies and consumers in the markets.
The official, who was speaking at the opening of the Advertising Festival (FESTIPUB 2023), spoke of the need to readjust the way advertisement is created taking into account that digital devices are now part of the people's lives, thus the need to understand the role of the advertising industry.
The official added that the current difficult economic situation at global level, forces the advertising industry to seek new ways, with lower costs, however with creativity and the use of modern means that facilitate the sector.
"The advertising world has conquered its space in the media, persuading consumption and gaining symbolic space by constructing messages with a strong emotional appeal, which makes it a fundamental driving force for the economy," the official said.
Nuno Albino called for FESTIPUB 2023 to serve as a forum for reflection on strategies and policies leading to strengthened and dynamic market, having recognized that the development of communication and advertising, more than a marketing strategy, has a significant influence on a nation's economy.
Hermenegildo Mariano, director of FESTIPUB, urged companies to become more creative, having encouraged medium and small-sized companies to invest in the production of corporate videos.
Mariano said the FESTIPUB aims to promote and reward creativity, innovation and the talent of the best in the market.
Hermenegildo Mariano explained that the third edition of the event has implemented some new aspects, such as the expansion of the range of participants at national level and the inclusion of Portuguese-speaking countries, with the aim to exchange experiences.
At least 368 national and international advertising companies are participating in "FESTIPUB presenting their services over four days, as well as debating various subjects of concern of the sector. AMP
