Creativity, human talent and digital maturity on the agenda at Expointer 2025

On September 2, the ABMRA Communication Forum 2025 brought together leading figures from across Brazil at Casa do Canal Rural | Expointer, in Esteio, RS, to discuss the future of communication in a market shaped by rapid change and economic challenges.

Among the participants was Rodrigo Neves, CEO of VitaminaWeb and President of AnaMid, the National Association of the Digital Market and Industry, who shared a strategic perspective on digital maturity and the role agencies and clients play in this process of evolution.

Featured panels

The event featured insights from leading voices in communication:

• Afonso Abelhão (APP Brasil) highlighted human talent as a counterpoint to algorithms, stressing that creativity is at the heart of brand relevance.
• Alexandre Skowronsky (ABAP) emphasized the role of agencies as strategic extensions of their clients, expanding their capacity to innovate.
• Rodrigo Neves (AnaMid | VitaminaWeb) presented “Digital Maturity: How Agencies and Clients Are Preparing”, discussing governance, data and innovation frameworks that enable organizations to adapt sustainably.
• Ricardo Nicodemos (ABMRA) shared insights on agribusiness, emphasizing that communicating with rural producers requires a deep understanding of their habits and local contexts.

The AnaMid and VitaminaWeb perspective

In his talk, Rodrigo Neves emphasized that digital maturity is a journey, not a destination. In his view, agencies and clients that build their operations around data, processes, governance and collaborative innovation will be better prepared to navigate crises and create long-term value.

AnaMid’s presence at the Forum underscored the importance of associations as a force for connecting sectors, strengthening communities and driving digital transformation in Brazil’s market. Meanwhile, VitaminaWeb’s participation highlighted the importance of combining practical experience and technological innovation with a strategic vision of communication.

From the stage to the fields: a transformative experience

Beyond the discussions, the experience at Expointer carried powerful symbolism. Afonso Abelhão (APP Brasil), Ricardo Nicodemos (ABMRA) and Rodrigo Neves (AnaMid | VitaminaWeb) walked together through the grounds, among producers, agricultural machinery and livestock.

They traded the comfort of meeting rooms for mud on their shoes and the authentic smell of the countryside, a reminder that genuine communication begins with direct contact with the reality of those who plant, harvest and produce.

A clear message

The ABMRA Communication Forum 2025 reaffirmed that creativity is not just aesthetic inspiration, but an essential skill for survival, growth and connection between brands and society.

Supported by Canal Rural, ABAP, AnaMid and APP Brasil, the event established itself as a space for connection and collective creation, placing the importance of aligning human talent, technology and authenticity at the center of the discussion.