Advertising and marketing are general terms that are used in the day to day activities. However, in the business world, the two terms carry a profound meaning. The term marketing refers to all activities of selling a product to a potential customer. It is also a management process that that is responsible for identifying, anticipating and satisfying customer requirements profitably. Advertising on the other hand refers to a notice or an announcement in a public medium that promotes a product, service or event. Basically, advertisement is a function of marketing and the two are almost inseparable.
Born in 1958 in Salvador , Bahia, Nizan Guanaes is a graduate of the Federal University of Bahia with a bachelor’s degree in business administration. He started his career in marketing and advertising at an early age as a copy writer in his home city. He later on moved to Rio where he worked for a Brazilian advertising agency. By the year 2000, Guanaes founded the iG internet portal that is the second largest free internet portal in Brazil. This was a part of his accomplishment but it the greatest was yet to be achieved.
Two years later in 2002, Nizan created the ABC group together with the co-founder Joao Augusto. The Brazilian holding company currently comprises of 18 companies in the advertising, specialized marketing services, content and entertainment sector. For the eight years the company has been in operation, it has tremendously grown and it is the 19th largest marketing communication group. The company has also been nominated by the world economic forum as a global growth company.
Following the success of the company, Nizan was named as one of the five most influential Brazilians by the financial times. Additionally, the advertising age and fast company magazine describes his as one of the 100 most creative people in business and a global influencer. Nizan has dedicated his time to social issues relating to education, entrepreneurship and the preservation of the Brazilian Culture.