Welcome 2025 with WYlights ??

Welcome 2025, and welcome back to WYlights?? your insider access to our home of curiosity, a community dedicated to the most complete business communication ecosystem for customer experience, marketing, and digital services in Portugal.

We are creatives, analysts, designers, engineers, developers, researchers, strategists and marketers. We will be talking about Creativity, Design, Technology, Media and Data and how to develop and grow businesses through digital.

Here, you’ll find the latest news from our ecosystem, insights, thoughtful leadership, articles and tips from WYgroup’s leading experts to spark your curiosity, an inside look at our latest projects, invitations for WYtalks and other upcoming events, and more.

All in all, we are designers of experiences.

Latest News ????

??The Impact of Christmas Ads on Consumer Minds

Benedita Santos, Neuromarketing and Strategy expert at WYperformance, conducted neuromarketing tests with 14 participants ??, combining neuroscientific, qualitative, and quantitative methods. The goal was to analyze the reception of three distinct advertisements:

?? Calzedonia

??? Worten

?? Aldi

The results revealed significant insights into memory retention, emotional engagement, and message clarity, as well as the effectiveness of the narrative and sensory elements used ??. Explore all the details here!

?? White Way and Bloomcast Consulting Drive Pluxee's Communication

?? Launched in January 2024, Pluxee emerges as a spin-off from Sodexo, positioning itself as a leader in employee benefits in the Portuguese market. With the strategic support of White Way and Bloomcast Consulting, the brand is adopting an innovative approach to strengthen its national presence.

?? Focused on personalized and digital solutions, Pluxee stands out by offering "more": more opportunities, more innovation, and a differentiated customer experience. Its success is already recognized, with the Pluxee Meal Card winning the Prémio Escolha dos Profissionais 2024 ?? for the 5th consecutive year.

With White’s creativity ? and Bloomcast’s strategic communication ??, Pluxee reinforces its mission to transform the lives of individuals and companies, highlighted by its extensive acceptance network ??, integration with digital wallets ??, and an exclusive discount club ??. A brand born to lead! ??

?? Bloomcast Consulting Drives ACEMEL's 3rd Annual Conference on the Future of Energy The VIP Executive Art’s in Lisbon hosted the 3rd Annual Conference of ACEMEL, where industry experts and leaders discussed topics such as innovation, sustainability, and energy transition ????. Bloomcast Consulting, a strategic partner of ACEMEL, played a key role in the communication and success of the event ??. This involvement reinforces Bloomcast's commitment to innovation and collaboration, positioning the company as a reference in the energy sector ??.

Thought Leadership??

?? Marketeer Magazine invited some of the most prominent creatives in the Portuguese market to share their experience and insight in selecting the most notable advertising spots of the past 12 months. Sérgio Lobo, Executive Creative Director at WYcreative, and Miguel Pires, Creative Partner at NERVO, shared their opinions. Read Sérgio perspective here ???? and Miguel here ???? .

?? Paulo Rossas, Chief Innovation Officer at Lisbon Digital School, also highlighted the key moments of this year in the Social Media sector. Find out everything here.

?? Every year, around this time, various analyses begin to emerge about the most used, most searched, and most spoken words. In my case, it’s the word I heard the most in conferences, presentations, briefings, and pitches. The world of Marketing and Communication has been filled with the word: DISRUPTION. Wrote Jo?o Santos, COO of WYgroup, in ECO magazine. Read the full article here.

?? Innovation, Sustainability, and Technology: NERVO’s Ambitions to Transform the New Year. With a strong vision on market trends and the cultural impact of events, Tiago Tarracha reveals how NERVO is preparing to tackle industry challenges while continuing to create impactful experiences ?? and strengthen partnerships that drive creativity ?? and growth ??. Learn more here.

?? Patrícia Soares, Digital Designer at Bliss Applications, states that inclusive design and technological innovation are essential for transforming the user experience, strengthening brand reputation, and creating a genuine connection with the audience, ensuring accessibility and human values in the digital world. Read Patricia's article on Humanize to Innovate: A Good Design Strategy? here.

?? "Artificial Intelligence (AI) has been changing the way brands communicate with consumers, offering greater personalization, optimization, and automation of campaigns, thus creating a more engaging and targeted experience. An example of this is streaming platforms like Netflix and Spotify, which use AI algorithms for content recommendations, creating a deeper connection between the brand and the customer." Read here the article by Alexandre Pais, Head of Marketing Automation at WYperformance, published in Briefing.

?? Courage to Be Different: The Power of Swimming Against the Current Miguel Pires, Co-Founder & Creative Partner at NERVO, wrote for LIDER magazine, emphasizing that following trends may be easy, but memorable brands are those that challenge the status quo and stay true to their values. Examples like Volkswagen with the Beetle ?? and Patagonia with its commitment to sustainability ?? show that being authentic is the true act of courage. However, brands like Bud Light remind us of the risks of acting without context or a clear purpose. Being relevant, rather than simply following the current, is the path to long-term loyalty ??. Learn more here.

ALSO you wouldn't like to miss this!

???? Poetry returns to WYgroup on January 23rd at 5:00 PM!

Wave after wave, the magic of words will fill Casa da Praia. ?? The first wave brings us a conversation between Afonso Cruz and Raquel Marinho, where they will explore the texts from the book "Vamos Comprar um Poeta". ?? Next, the current takes us to the words of Afonso Cruz, who will breathe life into the texts of Javier Naranjo, accompanied by the captivating sound of Mariana Ramos Correia cello. ??? Don’t miss this unique experience! Secure your spot here.

And that’s all for this seventh edition of our WYlights ?? LinkedIn newsletter!

We hope you’ll join us again next month as we continue to bring the latest insights directly to you.?And please, feel free to reach out if you’d like to share any thoughts or recommendations on topics you’d like to see in our next issue!

Meanwhile, keep up to date with our news and follow us on LinkedIn | YouTube | Facebook, or through our website.

???? PS. Want to receive our news in Portuguese? Subscribe to our Portuguese WYlights ?? at our website.