DESINFO
A project built collaboratively between InternetLab, Quid, and Agência Lema that seeks to open a dialogue with the digital advertising market about the transformations in the communication environment stemming from the popularization of the internet and social media. The main goal of the project is to establish parameters and tools for advertising practices to navigate the informational environment while upholding the integrity of public discourse.
Advertising dynamics have always played a structuring role in the information environment, becoming even more relevant in the contemporary intertwining of new online communication technologies and digital marketing.
In 2022, in partnership with Quid and Agência Lema, InternetLab launches “Publi or Fake: an under construction guide to misinformation and digital marketing“, a handbook that provides tools for professionals in the marketing and advertising field to navigate the complexities of the relationship between advertising and misinformation with greater confidence. Using this material, these professionals can gain a better understanding of how these topics are connected, define more securely the role that brands should play in this ecosystem, and actively act as knowledge multipliers in the market.
The material also served as the basis for a dialogue with representatives from various branches of advertising in three panels moderated by Juliana Wallauer, co-founder of B9:
(i) The first panel discussed misinformation and the advertising market with Guilherme Maia, Director of Creation and Strategy at Lema Agency, Joana Mendes, President of Clube de Criação, André França, President of WMcCann, and Edney Narchi, Executive Vice President of CONAR.
(ii) The second panel focused on the role of influencer marketing in online misinformation debates with André Zimmerman, founding partner of NetCo, Bia Granja, founding partner of Youpix, and Gabriela Rodrigues, Head of Culture and Impact at Soko.
(iii) Finally, the third panel addressed questions about brands’ responsibility in programmatic advertising on websites and platforms, featuring Cris Camargo, CEO of IAB Brazil, Natã Sabino, Media Director at HNK-Lab, and Ricardo Silvestre, CEO of Black Influence.