Claims in advertising and marketing must be honest; they cannot be deceptive or partial and must be evidence-based. Marketers and advertisers are using inventive methods to format, create and convey digital advertising. One of the forms of advertising is native advertising- this is content that is similar to the news, product reviews, feature articles, entertainment, and other material that surrounds it on the internet.
Nizan Guanaes was born in the town of Salvador, studied at Colégio Marista, and he graduated from Universidade Federal da Bahia with a bachelor’s degree in business administration. As for his career, he first worked as a copywriter in his hometown. Nizan later relocated to Rio de Janeiro where he worked at Artplan, an advertising agency. Nizan then moved to São Paulo in 1985, where he built his reputation as a skilled advertising copywriter at W/GGK and DPZ, currently known as W/McCann.
He was the winner of the Gold Lion award in 1988 at Cannes Festival for the memorable TV advertisement Hitler, which was considered one of the hundred best commercials of all time. In the following year, he took over DM9, an advertising agency of Duda Mendonça. This company was linked with DDB, thereby becoming DM9DDB in 1997. DDB Worldwide acquired DM9 in 2000.
Currently, Nizan is a Brazilian marketing and advertising executive. He is one of the founders and stakeholders of ABC Group, a property company that consists of 18 companies whose operations range from advertising, marketing to content and entertainment. ABC Group is one of the largest communications company in Latin America and 18th largest communications group on the globe.
Nizan was recently voted one of the most influential Brazilians by Financial Times. Guanaes is also one of the world’s most creative people as per the Fast Company and Man of The Year, in the Leadership’s classification by GQ.