Advertising and marketing contribute to similar end objective, but they are a bit different from each other, and each has its unique process. Marketing involves gaining an understanding of who your potential clients are and what qualities they demand from your products. Marketing defines your product and attracts the clients you prefer. On the other hand, advertising entails popularizing your products to clients. Therefore, advertising communicates about the existence of a particular product while marketing convinces prospective buyers that the product suits them. ABC Group is an example of a company that offers unique advertising and marketing services.
Nizan Guanaes is an accomplished Brazilian advertising executive who co-founded ABC Group, and he serves as its Chairman. ABC Group is a parent company to 18 companies in the fields of advertising, content creation, entertainment, and specialized marketing. In just eight years since inception, the company expanded to hold position 19 of the largest and fastest growing marketing communications group in the globe. Nizan has earned several recognitions due to his leadership abilities. For instance, the Financial Times named him as one of the top five most respected Brazilians. Advertising Age named Nizan as one of the 21 international influencers on marketing and media.
Education and career life
Nizan graduated from Colegio Marista and pursued his higher education at the Universidade Federal da Bahia. He holds a Business Administration Degree. He started out humbly as a copywriter in Salvador before relocating to Rio de Janeiro to work at Artplan, a renowned Brazilian advertising agency. In 1985, Nizan joined Sao Paulo-based DPZ as a copywriter. He held the same role at W/GGK (currently W/McCann). From 1988, Nizan held senior positions in prominent companies across Brazil and oversaw the creation of several award-winning advertisements. It was in 2002 that he decided to become a private investor. He collaborated with Joao Augusto in establishing ABC Group with Icatu Group serving as the investor.