--- title: Creativity, human talent and digital maturity on the agenda at Expointer 2025 description: Rodrigo Neves, CEO of VitaminaWeb and President of AnaMid, took part in the ABMRA Communication Forum 2025 at Expointer (RS) on September 2. source: https://vitaminaweb.digital/en/blog/creativity-human-talent-and-digital-maturity-on-the-agenda-at-expointer-2025 lang: en --- ![Creativity, human talent and digital maturity on the agenda at Expointer 2025](https://vitaminaweb.digital/storage/blog/ratuqSTLQeKB0CDTCwSZWcA26J0IzBxvbsRgNDuY.webp) 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. Read next ## Keep fine-tuning Digital ecosystem ### [VitaminaWeb and AnaMid support Projeto Abraço Atípico: technology, sports and social inclusion](https://vitaminaweb.digital/en/blog/vitaminaweb-and-anamid-support-projeto-abraco-atipico-technology-sports-and-social-inclusion) Projeto Abraço Atípico brings together inclusion, sports and support for atypical families, with backing from VitaminaWeb and AnaMid. 21 Sep, 2025 · 6 min Digital ecosystem ### [Website development takes center stage among Brazil’s most contracted digital services](https://vitaminaweb.digital/en/blog/website-development-takes-center-stage-among-brazils-most-contracted-digital-services) Website development is growing and becoming a priority for businesses, according to an AnaMid survey featured by Valor Econômico. 07 Aug, 2025 · 4 min Digital ecosystem ### [Manus in Marketing: The Autonomous Agent Redefining Task Execution](https://vitaminaweb.digital/en/blog/manus-in-marketing-the-autonomous-agent-redefining-task-execution) Discover how Manus is revolutionizing marketing with autonomous AI, carrying out research, campaigns, and content without human intervention. 02 Aug, 2025 · 6 min