{"id":1840,"date":"2023-10-11T11:06:00","date_gmt":"2023-10-11T14:06:00","guid":{"rendered":"http:\/\/blog.bpool.co\/bisthenewa\/?p=1840"},"modified":"2023-10-11T11:06:26","modified_gmt":"2023-10-11T14:06:26","slug":"a-importancia-do-esg-nos-servicos-de-marketing","status":"publish","type":"post","link":"https:\/\/blog.bpool.co\/bisthenewa\/a-importancia-do-esg-nos-servicos-de-marketing","title":{"rendered":"A import\u00e2ncia do ESG nos servi\u00e7os de marketing"},"content":{"rendered":"\n

A martech BPool est\u00e1 transformando o setor ao oferecer servi\u00e7os que promovem transpar\u00eancia, compliance e diversidade na rela\u00e7\u00e3o entre marcas e fornecedores<\/p>\n\n\n\n\n\n\n\n

O cen\u00e1rio corporativo atual \u00e9 marcado pelo crescimento das pr\u00e1ticas ESG que est\u00e3o transformando tamb\u00e9m todo o ecossistema de marketing. Conforme as preocupa\u00e7\u00f5es com a sustentabilidade e responsabilidade social ganham cada vez mais relev\u00e2ncia, as ag\u00eancias e \u00e1reas respons\u00e1veis pela comunica\u00e7\u00e3o e marketing das empresas est\u00e3o buscando maneiras inovadoras e inteligentes de aplicarem boas pr\u00e1ticas que garantam credibilidade, transpar\u00eancia, diversidade e efici\u00eancia.<\/p>\n\n\n\n

Segundo a pesquisa L\u00edderes de Neg\u00f3cio do Brasil e ESG, 92% dos executivos afirmaram que o tema \u00e9 extremamente ou muito importante para o futuro dos neg\u00f3cios, mas apenas 16% declararam conhecer o tema em profundidade. Nesse cen\u00e1rio, a tecnologia e, mais recentemente, o uso da Intelig\u00eancia Artificial, com sua capacidade de processamento de grandes volumes de dados, emergem como poderosos aliados capazes de conscientizar e impulsionar a transforma\u00e7\u00e3o de todo o setor, capacitando todos os envolvidos para tomar decis\u00f5es mais informadas, respons\u00e1veis e alinhadas com os valores ESG.<\/p>\n\n\n\n

Um exemplo \u00e9 a BPool<\/a>, plataforma EGM que conecta empresas com os melhores parceiros de marketing, est\u00fadios e ag\u00eancias do mercado, por meio de intelig\u00eancia de dados e transpar\u00eancia entre plataforma, contratantes e fornecedores. \u201cCom as solu\u00e7\u00f5es da BPool conseguimos contribuir com a governan\u00e7a de todo o processo de contrata\u00e7\u00e3o de servi\u00e7os de marketing  desde o matching com um parceiro criativo  incluindo empresas e profissionais de marketing de grupos diversos \u2013 at\u00e9 o pagamento, \u00e9 poss\u00edvel acompanhar cada etapa por meio dos dashboards inteligentes\u201d, comenta Daniel Prianti, CSO e co-fundador da BPool.<\/p>\n\n\n\n

Segundo o censo de Diversidade e Inclus\u00e3o da  World Federation of Advertisers (WFA)<\/a>, uma em cada sete pessoas que trabalham em marketing globalmente deixaria a ind\u00fastria por falta de diversidade, equidade e inclus\u00e3o (DEI). Com o prop\u00f3sito de contribuir para mudar essa realidade e sabendo da import\u00e2ncia do tema para a sustentabilidade de todos os neg\u00f3cios, a BPool conta com a solu\u00e7\u00e3o 50+1, dedicada a alavancar investimentos de marketing, comunica\u00e7\u00e3o e publicidade junto a parceiros liderados por representantes de grupos diversos: mulheres, pessoas n\u00e3o-brancas, LGBTQIAPN+ e PCD\u2019s.<\/p>\n\n\n\n

\u201cCom o 50+1, conectamos o potencial dessas ag\u00eancias com marcas que querem promover uma comunica\u00e7\u00e3o mais inclusiva e humanizada. O programa tamb\u00e9m contribui e influencia para acelerar a representatividade no mercado ao dar visibilidade para esses parceiros\u201d, comenta Simone Gasperin, s\u00f3cia da BPool.<\/p>\n\n\n\n

O \u201cmatching\u201d perfeito <\/strong><\/h2>\n\n\n\n

De acordo com o  levantamento Panorama ESG Brasil 2023, elaborado pela AMCHAM em parceria com a Humanidas, 40% das empresas que adotam pr\u00e1ticas ESG em seu neg\u00f3cio t\u00eam a finalidade de reduzir os riscos ambientais, sociais e principalmente de governan\u00e7a. Para as \u00e1rea de Marketing, a BPool \u00e9 a primeira plataforma EGM do pa\u00eds e, portanto, a \u00fanica que oferece o \u201cmatching\u201d perfeito para grandes marcas que precisam contratar servi\u00e7os de m\u00faltiplos fornecedores, gerenciados e pagos por meio de uma s\u00f3 plataforma, uma s\u00f3 entidade legal e um s\u00f3 contrato, garantindo maior transpar\u00eancia e governan\u00e7a nos processos.<\/p>\n\n\n\n

\u201cA tecnologia de \u2018matching\u2019 que desenvolvemos \u00e9 exclusiva e n\u00e3o existe outra plataforma que proporciona o encontro ideal para marcas que buscam criar estrat\u00e9gias espec\u00edficas para suas necessidades de marketing e manter a governan\u00e7a dos processos. Empresas como Unilever, Danone, L\u2019Or\u00e9al, Nestl\u00e9 e TikTok j\u00e1 aderiram ao formato EGM, que oferece um processo transparente e confi\u00e1vel para qualquer formato de comunica\u00e7\u00e3o e transa\u00e7\u00e3o\u201d, conclui Daniel Prianti, CSO e co-fundador da BPool.<\/p>\n\n\n\n

Essa tecnologia recomenda o melhor e mais adequado parceiro de comunica\u00e7\u00e3o (ind\u00fastria, portf\u00f3lio, tamanho, verba ) para cada projeto de marketing. Al\u00e9m de encontrar o parceiro certo, que possui a especializa\u00e7\u00e3o certa, no tempo especificado.<\/p>\n\n\n\n

Publicado originalmente na ABC da Comunica\u00e7\u00e3o.<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

A martech BPool est\u00e1 transformando o setor ao oferecer servi\u00e7os que promovem transpar\u00eancia, compliance e diversidade na rela\u00e7\u00e3o entre marcas e fornecedores<\/p>\n","protected":false},"author":7,"featured_media":1843,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"sfsi_plus_gutenberg_text_before_share":"","sfsi_plus_gutenberg_show_text_before_share":"","sfsi_plus_gutenberg_icon_type":"","sfsi_plus_gutenberg_icon_alignemt":"","sfsi_plus_gutenburg_max_per_row":"","footnotes":""},"categories":[117,118],"tags":[],"class_list":["post-1840","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-bpool-around-2","category-imprensa"],"yoast_head":"\nA import\u00e2ncia do ESG nos servi\u00e7os de marketing - BIsTheNewA<\/title>\n<meta name=\"description\" content=\"A martech BPool est\u00e1 transformando o setor ao oferecer servi\u00e7os que promovem transpar\u00eancia, compliance e diversidade na rela\u00e7\u00e3o entre marcas e fornecedores.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/blog.bpool.co\/bisthenewa\/a-importancia-do-esg-nos-servicos-de-marketing\" \/>\n<meta property=\"og:locale\" content=\"pt_BR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"A import\u00e2ncia do ESG nos servi\u00e7os de marketing - 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