The view from Latin America

A communications director shares their take on the state of Latin American corporate communications

 

Based in São Paulo, Thiane Loureiro is communications director for Latin America at Grünenthal, the pharmaceutical company headquartered in Germany. She is also a jury member at the innaugural Latin America Excellence Awards, co-hosted by Communication Director: ahead of the Winner's Day in Rio de Janeiro on 14 April,  we asked her for her views on the state of corporate communications in Latin America, the challenge of leading communicaions across nine countries and the impact of poltical turmoil in Brazil.


What are the main challenges facing corporate communications working in Latin America for companies based in Europe?

I believe that the challenges have less to do with the company´s headquarter and more to do with the complexity and diversity of Latin America. Here at Grünenthal the countries have a lot of autonomy to decide on the best communication strategy and message to support the business. Most of our regional and global campaigns are well aligned with local needs but, yes, we have the freedom do adapt the strategy if necessary. I always involve the local communications teams on regional initiatives since the beginning – from brainstorming to planning -- so when the campaign is ready to be executed it already takes into consideration the countries ‘inputs.  

You lead communications across nine countries in Latin America: how do you manage the complicated task of taking strategies that are rooted in Grünenthal’s German headquarters and translating them across so many different markets?

The challenge is to try to translate it into a “common” LatAm language and not necessarily into nine different approaches. I always gather inputs and ideas from the countries to make sure that the strategy and the message are applicable to the region as a whole, with minor local adjustments if necessary.

"This year, most countries face increased inflation, devaluated currencies and contracted economies while Brazil and Venezuela are also going through a political turmoil."

What are the main risks and rewards facing a corporate communicator working in Latin America?

I think that the most gratifying aspect of working in Latin America is learning about different cultures. Being able to understand the different landscapes is amazing. I guess the risks are related to that as well: developing  inefficient strategies or making gaffes due to not knowing what connects with people, how they operate, their expectations and what they can understand.

What kind of communication challenges face international companies looking to enter the Latin-American market this year?

Any company that wants to operate or expand operations in Latin America needs to be open to listening, learning and adjusting. The one size fits all approach does not always work and it is important to create a culture where empowerment and accountability are encouraged. This year, most countries face increased inflation, devaluated currencies and contracted economies while Brazil and Venezuela are also going through a political turmoil. The scenario is of volatility and uncertainty. Entrepreneurship and innovation are key growth drivers. Above all, companies need to keep trust high among clients/consumers and employees and for that they need to be transparent, authentic, caring and inspiring.

Do the current political and corruption scandals dominating the media in Brazil make it difficult to communicate positive messages? 

We certainly lose some space as the media is putting most efforts into covering politics and economy but journalists will pay attention to you if your news is relevant. I believe that a company has a good relationship with the media when the journalist knows that when the company knocks on the door it is because there´s something really good to share so it is worth to leave the door always opened.

"I think that diversity is a challenge and is what makes Latin America so unique."

What have been some of the biggest trends in Latin American communications in the past few years?

Digital communications. Companies in Latin America are still entering the social media environment and learning how to operate in this space. Some are more advanced than others but the market in general is on a higher level of maturity compared to five years ago.

And what does the future hold for Latin-America communications?

I believe that digital will continue to be trendy, with more companies taking advantage of owned, earned and paid media while also making their employee communications more interactive and connected. Mobile is also going to become bigger as many companies have already started to adopt WhatsApp as a key communications tool. Video will continue to be an important platform with Snapchat and Periscope gaining popularity. And business intelligence: in order to create better communications and business strategies companies will increase investments in data mining and research/analytical tools.

Is it even possible to speak of a “Latin American corporate communications landscape” or does its diversity prove too much of a challenge?

I think that diversity is a challenge and is what makes Latin America so unique. Instead of trying to create a homogeneous landscape companies should have good local teams and empower them to take the best decisions considering their local culture, language and needs.

Follow Thiane on Twitter at @Thiane

Main image: Thinkstock



Thiane Loureiro sits on the jury of the Latin-American Excellence Awards, a celebration of the best in Latin-American corporate communications and public relations and which is co-hosted by Communication Director. The highlight of the Latin American Excellence Awards is the winners day in Rio de Janeiro on 14 April 2016, where communications professionals come together to celebrate the best in PR over the last year. The winner's day will include a symposium and a dinner: you can book your tickets here. For the latest on the global Excellence Awards community, follow @ExAw_Community

Thiane Loureiro

Thiane Loureiro is communications director at Grünenthal Latin America. Thiane started her career in 1995 as a reporter, having worked for the Brazilian Abril Group and Thomson Reuters. Her first experience in public relations was with Hill & Knowlton, where she managed global accounts. She later worked for LG Electronics, Edelman (where she launched the digital practice in Latin America) Kraft Foods and Whirlpool. At Grünenthal, Thiane is the regional head of internal and external communications, coordinating nine countries and providing support to all functional areas of the organization.