Fernando Mariano, CEO of Orlando,FL based Multimedia Inc. earlier this year celebrated 50 years in the Communications sector. Portada talked to the Brazilian executive to discuss how international media representation and placement has evolved throughout his career.
On May 31st, 1964, shortly before his 18th birthday, Fernando Mariano organized his first professional event—a new car showroom and an auto contest in Rio de Janeiro. “Over these past five decades I am proud to have had the opportunity to work in five sectors of communications—events, journalism, video production, marketing, and, for almost the last 25 years, advertising, ” Mariano tells Portada.
Portada: How have the conditions to thrive in the media representation business changed and why between the time you started and today?
Fernando Mariano, CEO of Multimedia Inc.: “I understand that the internet changed forever the way that media representatives work, as it did with many other industries and market sectors. Before the internet ,companies relied 100% on representatives to get any information needed from a distant market. Nowadays most of the information is online and easily available. This means that the representative must provide an even faster and professional response to an agency request.”
How has Multimedia Inc. developed over the years? (its history)
F.M.: “Multimedia followed the market changes since the very beginning, always providing the best professional services for its agencies and clients. In 1995, when the world started talking about the globalization of the economy, we expanded our operations on an international basis, creating a huge network that today has 82 agents in 31 countries. We embraced digital media sales since our major media started their own news sites. In 2004, we started negotiations to represent media from the emerging countries in Europe, Asia, and the Middle East. Soon we started representing media from these “new” markets, including leading newspapers from all the BRIC economies.”
How has the buyer (agency, brands) changed over those 50 years?
F.M.: “The advent of the media buying companies – in some cases successful spin-offs of agency’s media departments – provided more technical resources for media buying, with advantages for all sides – agencies, clients, and the media.”
How has the media side changed?
F.M.: “The media has been experiencing the challenge of continuously developing its websites to create more branding and lead generation opportunities, and at the same time exploring different ways for the monetization of digital media platforms. Some newspapers are doing very well with exponential growth of their digital operations, already representing 30-40% of their total advertising revenues – and growing.”
n Latin America relationships count more than in any other market.
Geographically, what differences are there in the business between Latin America, Asia, Europe and the U.S.?
F.M.: “In Latin America relationships count more that at any other market. In Asia, Europe and the U.S. technical analysis is more important and there are more tools for decision makers at agencies about where and how to allocate a media budget.”
In terms of Multimedia’s current business, where does the majority of it originate? (Asia, U.S., Europe, Asia), What is the ranking?
F.M.: “”We have a good balance between these markets.”
In terms of media represented which are your main properties?
F.M.: “From Brazil: O Globo, O Estado de S. Paulo, Valor Economico, Lance!, Epoca, Epoca Negocios, and Marie Claire. From Europe: Diario de Noticias of Portugal and Izvestia of Russia. From Asia: People’s Daily of China, Hindustan Times of India, JoonAng Ilbo of South Korea, and Kompas of Indonesia.”