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Caixa Econômica Federal sponsors 12 teams from the first division of the Brazilian league, 13 from the B series and projects in other sports and in the cultural field. Corporate advertising is on prime time television. The company's actions in the sector sparked criticism from President-elect Jair Bolsonaro, who wrote in December on Twitter that "Caixa spent approximately $ 2.5 billion on advertising and sponsorships during the year. last year.
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After Bolsonaro's statement, Caixa revealed that the numbers are more modest: R $ 685 million for 2018, of which R $ 500.8 million has already been executed In any case, the speech of the President-elect revived the debate on the need and the way public enterprises should invest in
"Bolsonaro and Paulo Guedes [futuro ministro da Economia] want to end public money. And then, this story of football teams and sponsor parties must stop. It would be much better for Caixa Econômica Federal to transfer these 2 billion rand at subsidized interest rates to create jobs, "said Senator Ataídes de Oliveira (PSDB-TO)." This justifies the Caixa Econômica propaganda, if Is a state, an autarky, must share the market with anyone? ", Approved MP Rubens Bueno (PPS-PR).
Competition
The announcer Davi Bertoncello, CEO of The agency Hello Research, has the opposite view of parliamentarians.For him, public companies, although well known to the population, need publicity to publicize their services.In the case of banks such as Caixa and Banco do Brasil, the investment becomes all the more relevant.
"This is a very competitive segment and the situation has become even more complex with the l & # 39; arrival of the fintechs [empresas do setor financeiro que utilizam novas tecnologias para serviços bancários]. Every day comes a fintech with a different idea – and many of these fintech, when they grow up, end up also providing clbadic banking services.
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For Bertoncello, badysis of the importance of investment in advertising can not resources . "As citizens, we do not care if Caixa spent R $ 1 billion or R $ 2 billion in advertising." The important thing is to see if this money has become a much stronger bank and capable, for example, of lending money. Money to Brazilians at lower interest rates.The focus should not necessarily be on the amount of spending, but rather on the planning of this advertisement and on the monitoring of its results "
Even the BNDES, which does not operate in retail, needs advertising, according to Bertoncello. "One of the main criticisms of the BNDES is that the bank has few beneficiaries, few companies that are considered with their resources.The best way to remedy this situation is to expose what the bank does and to attract more interested people, "he added.
Separate Views
Trade Unionist Fabiana Uehara, a Caixa employee and Secretary of Culture of the National Confederation of Financial Sector Workers (Contraf), a CUT-related entity, said that even among employees of the CUT bank, disagreements existed as to how the bank should act in the sector.
"Some employees criticize the high number of advertisements because they believe that this value should be reinvested in products and services."
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Uehara is one of the most important sectors of the economy. those who advocate widespread advertising. "It even values the Caixa brand as the institution of society and public bank," he said. Even the sponsorship of the big football clubs is part of this strategy, according to the bank: "They are very encouraging teams and therefore very exposed, thanks to which more people are aware of the activities of the bank." [19659005] Internal Policies
In Gazeta do Povo Caixa Econômica stated in a note that "it links its sponsorship policy to the promotion of sustainable development with social and environmental responsibility, the welfare to be and the quality of life of all its population. "The bank also said that it maintained 314 employees focused on its advertising and marketing actions.
With regard to sponsorship for football, the bank pointed out that it was seeking to "reinforce the image of Caixa badociated with the attributes of sport" and to highlight the scope of application . l & # 39; institution. In addition to the teams, the company sponsors championships such as Copa do Nordeste, Copa Verde, Copa ES and the state of Sergipe, Piauí, Paraíba, Mato Grosso do Sul, Rondônia and Rio Grande do Norte.
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Changes
Shortly before Christmas, President-elect Jair Bolsonaro wrote in his profile on" Twitter said that his leadership would not seek more resources for the Secom Media Secretariat – the record has seen its funding is 45.8% lower than the government's Temer funding for the region. "We will review various contracts and rebadess SECOM's staff to further reduce the budget for 2020. We will show in this and other areas the practical benefits of the proper use of public resources," he said. he also wrote. topic.
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