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24 AUTODATA ASKS » CORPORATE COMMUNICATION August 2018 | AutoData By Marcos Rozen Disclousure/VW Graduated in journalism from Faculdade Cásper Líbero and master in communication from Universidade Metodista. He was Basf’s social communication manager from 1987 to 1997, corporate communications director at Mercedes- Benz Brazil from 1997 to 2008 and director of corporate issues and relationships with the press of Volkswagen of Brazil from 2008 until last month. Member of the Communication Committee of AHK, Brazil-Germany Chamber of Commerce and Industry, and director of Capítulo ABCD (ABCD Chapter) of Aberje, Brazilian Association of Business Communication. André Senador It’s true. The perception of a joint work between these two areas, and that it will bring better results for an organization, has increased more and more. The new society’s requirements, with growing expectations about organizations and the digitalization of the communication process, have led companies to seek new and more efficient ways to relate to society and the market. And the integrated work regarding these two areas, coordinating brand and communication actions, boosts results and allows a better alignment between the communication script and information of a company. The way I see, there have been deep changes over the last years in the way of communicating. The explosion of the digital media, added to the evolution of technology, definitively modified the way to communicate. The emergence of social media gave the power of speech to the citizen and, from there, the companies cannot limit themselves to the traditional medias, whether stablishing their own communication process or listening to the customers` voice. To be able to influence favorably the customers` opinion in this new scenario the companies need to understand the new society`s behavior, more and more impacted by the use of digital technologies and by demands of a more diverse attitude, sustainable and participative. 2 You have developed a career in the communication area in companies of the automotive sector, notably two automakers, over the last years. Would you say that during this period you have seen improvements in this area, on the press and companies as well or things have always worked essentially in the same way? Recently, it has been noticed movement of several companies of the automotive sector approaching their marketing and communication areas, a lot. How do you see this picture? 1