Latest news and stories about marketing in Portugal for expats and residents.
The influencer marketing market in Portugal recorded an estimated investment of 27 million euros in 2025. This figure represents a 54% growth over the last three years. The data was revealed in the 2nd edition of the Annual Influencer Marketing Study 2026, prepared by Primetag in partnership with the Portuguese Advertisers Association.
A report indicates that over half of Portuguese marketers plan to boost their spending on audio formats throughout the current year.
“Make the logo bigger” is a phrase used and hated in equal measure that places the emphasis of brand recognition on a very specific asset: its logo. But in an era where attention is increasingly scarce, being recognisable requires much more than a visible logo. It requires a set of elements...
Wells has launched a new multimedia campaign to mark Mother's Day on May 3rd, aiming to highlight the different ways this date is experienced — from the happiest to those marked by longing, absence, pain, or emotional complexity. In an interview with +M, Marta Castro, director...
Public’ has been selected as the agency to manage Nintendo's communications in Portugal. It will be responsible for press office strategy, influencer marketing, and special project management, supporting the brand's major launches, initiatives, and activations in the Portuguese market. As explained in a statement, the collaboration aims to strengthen brand awareness.
Proximity Portugal, a company of the Omnicom Group, recently added the Chinese car brand Changan to its portfolio. The first project developed was the new multimedia campaign for the Changan Deepal S05. Based on the concept “Intelligence dressed to the nines”, the campaign will be supported by a TV spot, outdoor advertising, and digital communication — display and social media.
Bricomarché launched the concept 'Everything is in a Brico' in 2024, a year after celebrating 25 years in Portugal. The Grupo Mosqueteiros brand dedicated to DIY and construction seeks to convey the idea that customers find everything they need in their stores and that projects turn out 'impeccable' with...
For a company to grow, it needs to attract customers and close deals. In theory, the formula is simple. However, the coordination between the departments responsible for this mission — Marketing and Sales — has been one of the greatest management challenges, with teams often operating in silos and evaluating...
At issue for the commentator is the growing wave of TikTok-style videos, in an attempt to make buying and selling houses more ‘appealing’.
Matcha chewing gum and biscuits? Automatic rosemary spray? Pastel de Nata Oreos? Pizza-flavoured soda? These are several products 'invented' by brands this April Fools' Day, with an Easter twist and even some KitKat theft thrown in, such as tuna steaks with KitKat. But some played 'pranks' with...
McDonald’s Portugal has merged Marketing and Digital Transformation into a single department. João Pedro Machado, who has been the Digital Transformation director at McDonald’s Portugal since October 2024, assumes leadership of the new department. Sérgio Leal, who spent about 20 years at McDonald’s, the last seven as marketing and communications director, has left the company.
Marketing is undergoing one of the greatest transformations of recent decades. Artificial Intelligence has ceased to be a mere promise and has become an authentic infrastructure: it automates processes, personalises journeys and redefines the relationship between brands and consumers. But, curiously, the more technology takes the stage, the greater the demand for humanity grows.
Sky Lounge, a Portuguese company that entered the market in 2009, returns to the skies, offering for the first time the opportunity for companies and brands to host events 50 metres above the ground. The structure is adaptable for standalone events or activations integrated into other events, making it possible to lift more than 250 guests per day. The proposal is positioned as...
The OralMed Saúde Group has created a new brand of clear aligners, Justinline. With the promise of “Aligned with what we want,” the group has invested in a digital campaign, featuring a podcast aimed at Generation Z, to communicate this launch. The “Desalinhados” podcast brings together influencers Ricardo Weezy, Sara Maia, Miguel Queirós, and Maria Flor.
Real Companhia Velha, a producer of Port and Douro wines, has appointed Diogo Brito e Faro as director of marketing and communications. He will take on the challenge of leading the promotion and institutional communication strategy for the company's brands and products in both national and international markets. The company stated in a press release that it aims to strengthen its position.
In a sector where changes happen at a dizzying speed, communication and marketing face a paradox today: there have never been so many tools, so much data, and so many channels – and yet, the human factor has never been more important. This was one of the central ideas of the third edition of the 'Mulheres com ECO' initiative, a...
The QSP Summit, an event dedicated to management, marketing, and business strategy, aims to gather 3,500 participants in Porto and Matosinhos this summer, featuring economist Nouriel Roubini. The 19th edition of the QSP Summit begins on June 30 in Porto and continues through July 1 and...
Public' has appointed Alexandra Navarro as head of growth and operations. The communication agency, which specialises in public relations and influencer marketing, aims to strengthen client relationships, drive business expansion, and optimise the agency's operational coordination. Alexandra Navarro brings 26 years of experience in the communication sector.
“I do not like to treat marketing as a cost centre, but rather as an investment centre. If what we do generates value, there are no budget limits, provided we can produce value for the organisation.” This is the vision of Sérgio Carvalho, head of marketing and client at the Fidelidade group, regarding the contribution of...
Panoramic footage has been one of the attractions for tourists visiting Rio de Janeiro. Mayors, football teams, and even security forces are copying the marketing strategy.
“If your brand disappeared tomorrow, would any community feel they had lost something that was theirs?”. It was with this provocation that Gustavo Otto, Chief Connection Officer of Publicis Groupe Portugal, began the presentation of the “Trend or Hype 2026” report, promoted by the group. In his perspective, if the answer is no, it means that a brand ends up...
Arena Media has risen to second place in the 2026 WARC Effective 100, a ranking that distinguishes the world's most effective agencies and campaigns. After placing fourth in 2025, the agency led by Filipe Neves now holds the second position, making it the highest-ranked agency within the Havas Media Network globally.
Dua Lipa is the new global ambassador for Nespresso. “Constantly evolving, she embodies a spirit of curiosity and experimentation, values that are at the heart of Nespresso,” the brand explains. “She is a true explorer, always curious, always looking for new experiences, and that energy fits perfectly with the direction we are taking as a brand.”
Dua Lipa is the new global ambassador for Nespresso. And Clooney? He remains connected to the brand but passes the torch to the artist with the goal of attracting new generations, in the year it marks its 40th anniversary.
André Folque, who spent the last year as director of Choreograph, the WPP group's data and technology unit, is the new managing director of Mindshare in Portugal. He succeeds Teresa Oliveira, who was appointed in April 2023 and will now take on new roles in the investment area of WPP Media, according to the group led by...
Mónica Gonçalves is the new Marketing Director of Nestlé Portugal. “It is with great enthusiasm that I take on the leadership of the Marketing department at Nestlé Portugal. I believe in the power and influence of brands on consumer decisions, and above all, in the power of creativity and curiosity, which are the most powerful tools...”
The so-called 'K-adoption' of Artificial Intelligence describes an increasingly evident economic and social phenomenon: faced with the same technological disruption, different groups follow opposite trajectories. Some accelerate growth, productivity, and relevance, while others face stagnation or loss of value. Graphically, these trajectories draw the letter 'K': one ascending branch and one descending. In marketing, this...
The agency founded by Diogo Anahory and João Pacheco was chosen by DISA Lusitânia, the licensee for Shell in Portugal, to lead its advertising communication in the country. DJ takes responsibility for the brand's awareness campaigns, tactical and promotional actions, as well as communication related to the opening of new Shell stations in the national market.
Bernbach is the new international unit of the Omnicom Advertising Group, created to lead communications for Volkswagen — a creative account held by DDB for over six decades. As explained in a statement, the new structure emerges in the context of the integration between the Omnicom group and the Interpublic Group (IPG) and the subsequent reorganization.
