{"id":96206,"date":"2025-10-14T20:29:56","date_gmt":"2025-10-14T23:29:56","guid":{"rendered":"https:\/\/murray.adv.br\/?p=96206"},"modified":"2025-10-14T20:29:56","modified_gmt":"2025-10-14T23:29:56","slug":"luiz-lara-calls-for-advertising-that-reconnects-with-people","status":"publish","type":"post","link":"https:\/\/murray.adv.br\/en\/luiz-lara-calls-for-advertising-that-reconnects-with-people\/","title":{"rendered":"Luiz Lara calls for advertising that reconnects with people"},"content":{"rendered":"<section class=\"content--header\">\n<div class=\"row content-head non-featured \">\n<div class=\"title\">\n<h6 class=\"content-head__title\" style=\"text-align: center\"><strong><em>In \u201cA alma brasileira do neg\u00f3cio\u201d, the TBWA chairman revisits the history of advertising and urges the industry to reclaim purpose, ethics, and humanity amid the dominance of algorithms<\/em><\/strong><\/h6>\n<\/div>\n<\/div>\n<\/section>\n<div class=\"content-publication-data__from\"><\/div>\n<section class=\"content--header\">\n<div class=\"content__signa-share\">\n<div class=\"content__signature\">\n<div class=\"content-publication-data\">\n<div class=\"content-publication-data__text\">\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p class=\"content-publication-data__updated\">10\/14\/2025\u00a0<\/p>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"content__share-bar-container\">\n<div class=\"content__share-bar\"><\/div>\n<\/div>\n<\/div>\n<\/section>\n<div id=\"mc-article-body\" class=\"mc-article-body \">\n<article>\n<div class=\"no-paywall\">\n<div class=\"mc-column content-text active-extra-styles \" data-block-type=\"unstyled\" data-block-weight=\"81\" data-block-id=\"2\">\n<p class=\" content-text__container \" data-track-category=\"Link no Texto\" data-track-links=\"\" data-mrf-recirculation=\"Article links\">At a time when\u00a0<strong>marketing seeks to reconnect with purpose and humanity<\/strong>, Luiz Lara, chairman of TBWA Brazil, has released \u201cA alma brasileira do neg\u00f3cio\u201d (\u201cThe Brazilian Soul of Business,\u201d Matrix Editora), written in collaboration with journalist Thales Guaracy. The book serves as both a portrait of the golden age of Brazilian advertising and an essay on the future of an industry that, as he puts it, \u201chas lost some of its emotion by submitting to the cold logic of algorithms.\u201d<\/p>\n<\/div>\n<div class=\"wall protected-content\">\n<div class=\"mc-column content-text active-extra-styles \" data-block-type=\"unstyled\" data-block-weight=\"37\" data-block-id=\"3\">\n<p class=\" content-text__container \" data-track-category=\"Link no Texto\" data-track-links=\"\" data-mrf-recirculation=\"Article links\">\u201cMy therapist told me it might be time to write\u2014to write everything,\u201d says Mr. Lara. \u201cAnd I realized that was it\u2014it wasn\u2019t an ego trip; it was a way to make peace with my story,\u201d he says.<\/p>\n<\/div>\n<div class=\"mc-column content-text active-extra-styles \" data-block-type=\"unstyled\" data-block-weight=\"58\" data-block-id=\"4\">\n<p class=\" content-text__container \" data-track-category=\"Link no Texto\" data-track-links=\"\" data-mrf-recirculation=\"Article links\">What began as a therapeutic exercise, a way to mourn the loss of three close friends\u2014including his former partner Jaques Lewkowicz\u2014became a reflection on the meaning of communication in a rapidly changing world. Mr. Lara also wanted, in a symbolic way, to let his \u201cchildren\u201d fly: Lew\u2019Lara\\TBWA and ID\\TBWA, now led by Marcia Esteves and Camila Costa, respectively.<\/p>\n<\/div>\n<div class=\"mc-column content-text active-extra-styles \" data-block-type=\"unstyled\" data-block-weight=\"50\" data-block-id=\"5\">\n<p class=\" content-text__container \" data-track-category=\"Link no Texto\" data-track-links=\"\" data-mrf-recirculation=\"Article links\">More than an autobiography, \u201cA alma brasileira do neg\u00f3cio\u201d offers an emotional and critical perspective on advertising, told by someone who lived through a time when \u201cadvertising was driven by dreams, courage, and optimism.\u201d Born from grief, the book celebrates the people, ideas, and brands that helped shape Brazil\u2019s imagination.<\/p>\n<\/div>\n<div class=\"mc-column content-text active-extra-styles \" data-block-type=\"unstyled\" data-block-weight=\"51\" data-block-id=\"6\">\n<p class=\" content-text__container \" data-track-category=\"Link no Texto\" data-track-links=\"\" data-mrf-recirculation=\"Article links\">Mr. Lara revisits a period when advertisers became part of the country\u2019s cultural fabric\u2014when advertising taught Brazilians to brush their teeth, dream of owning their first car, and believe in the future. \u201cIt was a Brazil that believed it could succeed, and advertising was a way of teaching that,\u201d he says.<\/p>\n<\/div>\n<div class=\"mc-column content-text active-extra-styles \" data-block-type=\"unstyled\" data-block-weight=\"41\" data-block-id=\"7\">\n<p class=\" content-text__container \" data-track-category=\"Link no Texto\" data-track-links=\"\" data-mrf-recirculation=\"Article links\">Yet nostalgia soon gives way to challenge. In his view, the industry has lost part of its soul by becoming captive to metrics, performance, and hollow rhetoric. \u201cBrands still need to move people. Only the language has changed,\u201d says Mr. Lara.<\/p>\n<\/div>\n<div class=\"mc-column content-text active-extra-styles \" data-block-type=\"unstyled\" data-block-weight=\"41\" data-block-id=\"8\">\n<p class=\" content-text__container \" data-track-category=\"Link no Texto\" data-track-links=\"\" data-mrf-recirculation=\"Article links\">He also calls for more authentically Brazilian advertising\u2014work that reflects the country\u2019s character and creativity. \u201cIt can\u2019t be done just in front of a computer, copying dull references from abroad,\u201d he argues, underscoring the \u201cBrazilian soul\u201d invoked in the book\u2019s title.<\/p>\n<\/div>\n<div class=\"mc-column content-text active-extra-styles \" data-block-type=\"unstyled\" data-block-weight=\"63\" data-block-id=\"9\">\n<p class=\" content-text__container \" data-track-category=\"Link no Texto\" data-track-links=\"\" data-mrf-recirculation=\"Article links\">A lawyer by training, Mr. Lara became captivated by communication in the 1980s, inspired by figures such as Alex Periscinotto and Jo\u00e3o Doria. In 1992, he founded Lew\u2019Lara with Jaques Lewkowicz, then an experienced creative professional who had worked at agencies such as Salles and Ogilvy. What began as a small agency soon grew into a powerhouse, eventually becoming the second-largest in Brazil.<\/p>\n<\/div>\n<div class=\"mc-column content-text active-extra-styles \" data-block-type=\"unstyled\" data-block-weight=\"72\" data-block-id=\"11\">\n<p class=\" content-text__container \" data-track-category=\"Link no Texto\" data-track-links=\"\" data-mrf-recirculation=\"Article links\">In its early days, Lew\u2019Lara\u2019s clients were still considered modest, including brands such as Schin, Banco Real, Natura, and Minuano. The Talentos da Maturidade (Talents of Maturity) campaign, created for Banco Real in 1999, was among the first in Brazil to portray longevity in a positive light. Young, entrepreneurial, and somewhat of an outsider\u2014\u201cI wasn\u2019t a prince, like Washington Olivetto,\u201d he says in the book\u2014Mr. Lara demonstrated exceptional talent for building relationships.<\/p>\n<\/div>\n<div class=\"mc-column content-text active-extra-styles \" data-block-type=\"unstyled\" data-block-weight=\"24\" data-block-id=\"12\">\n<p class=\" content-text__container \" data-track-category=\"Link no Texto\" data-track-links=\"\" data-mrf-recirculation=\"Article links\">\u201cAdvertising is people,\u201d he often repeats. The book is filled with characters, stories, and encounters that reveal the human side of the industry\u2019s backstage.<\/p>\n<\/div>\n<div class=\"mc-column content-text active-extra-styles \" data-block-type=\"unstyled\" data-block-weight=\"60\" data-block-id=\"13\">\n<p class=\" content-text__container \" data-track-category=\"Link no Texto\" data-track-links=\"\" data-mrf-recirculation=\"Article links\">In 2007, the sale of Lew\u2019Lara to the TBWA group brought him the recognition he had long pursued\u2014but also an unexpected sense of emptiness. \u201cThat was the moment I understood that success has a price,\u201d he admits. In the book, he recounts the frustration of parting with brands he had helped build to integrate them into the network\u2019s global portfolio.<\/p>\n<\/div>\n<div class=\"mc-column content-text active-extra-styles \" data-block-type=\"unstyled\" data-block-weight=\"32\" data-block-id=\"14\">\n<p class=\" content-text__container \" data-track-category=\"Link no Texto\" data-track-links=\"\" data-mrf-recirculation=\"Article links\">\u201cTelling Carlucci from Natura\u2014Alessandro Carlucci, Natura\u2019s former CEO\u2014\u2018I can\u2019t serve you anymore\u2019 was like ending a marriage,\u201d he recalls. \u201cThe relationship wasn\u2019t commercial; it was emotional. It was an exchange of trust.\u201d<\/p>\n<\/div>\n<div class=\"mc-column content-text active-extra-styles \" data-block-type=\"unstyled\" data-block-weight=\"58\" data-block-id=\"15\">\n<p class=\" content-text__container \" data-track-category=\"Link no Texto\" data-track-links=\"\" data-mrf-recirculation=\"Article links\">After joining TBWA, the agency expanded its portfolio to include brands such as Visa, Absolut, Nivea, Nissan, and Friboi. Lew\u2019Lara pioneered the transformation of a product that had long been treated as a commodity\u2014meat\u2014into a brand of value and desire. Its landmark campaign for Friboi (JBS), featuring actor Tony Ramos and later singer Roberto Carlos, redefined the category.<\/p>\n<\/div>\n<div class=\"mc-column content-text active-extra-styles \" data-block-type=\"unstyled\" data-block-weight=\"37\" data-block-id=\"16\">\n<p class=\" content-text__container \" data-track-category=\"Link no Texto\" data-track-links=\"\" data-mrf-recirculation=\"Article links\">\u201cFriboi was a game changer,\u201d says Mr. Lara. \u201cWe were able to show that Brazilians were proud of what they put on the table. It was the first time meat gained identity, voice, and purpose in communication.\u201d<\/p>\n<\/div>\n<div class=\"mc-column content-text active-extra-styles \" data-block-type=\"unstyled\" data-block-weight=\"24\" data-block-id=\"17\">\n<p class=\" content-text__container \" data-track-category=\"Link no Texto\" data-track-links=\"\" data-mrf-recirculation=\"Article links\">The strategy repositioned the country\u2019s entire meat sector, paving the way for new brands to emerge and reshaping how Brazilians consume and perceive quality.<\/p>\n<\/div>\n<div class=\"mc-column content-text active-extra-styles \" data-block-type=\"unstyled\" data-block-weight=\"32\" data-block-id=\"19\">\n<p class=\" content-text__container \" data-track-category=\"Link no Texto\" data-track-links=\"\" data-mrf-recirculation=\"Article links\">The book also serves as a reckoning with the present. Mr. Lara reflects on the need to restore the true meaning of communication in an environment increasingly dominated by technology and performance.<\/p>\n<\/div>\n<div class=\"mc-column content-text active-extra-styles \" data-block-type=\"unstyled\" data-block-weight=\"22\" data-block-id=\"20\">\n<p class=\" content-text__container \" data-track-category=\"Link no Texto\" data-track-links=\"\" data-mrf-recirculation=\"Article links\">\u201cBrazilian advertising has always been recognized for its creativity and emotion. Today, we need the courage to move people again,\u201d he says.<\/p>\n<\/div>\n<div class=\"mc-column content-text active-extra-styles \" data-block-type=\"unstyled\" data-block-weight=\"47\" data-block-id=\"21\">\n<p class=\" content-text__container \" data-track-category=\"Link no Texto\" data-track-links=\"\" data-mrf-recirculation=\"Article links\">Weaving memories with reflection, the author explores themes such as ethics, purpose, and legacy. In his view, the future of brands depends on embracing a new logic of impact\u2014one that Lew\u2019Lara had already begun to champion in its early campaigns for clients like Natura and Banco Real.<\/p>\n<\/div>\n<div class=\"mc-column content-text active-extra-styles \" data-block-type=\"unstyled\" data-block-weight=\"26\" data-block-id=\"22\">\n<p class=\" content-text__container \" data-track-category=\"Link no Texto\" data-track-links=\"\" data-mrf-recirculation=\"Article links\">\u201cCompanies can\u2019t just be good. They need to do well, with method and measurement. Profit is important, but impact is what will ensure relevance,\u201d he says.<\/p>\n<\/div>\n<div class=\"mc-column content-text active-extra-styles \" data-block-type=\"unstyled\" data-block-weight=\"46\" data-block-id=\"23\">\n<p class=\" content-text__container \" data-track-category=\"Link no Texto\" data-track-links=\"\" data-mrf-recirculation=\"Article links\">Restless and still a self-proclaimed workaholic, Mr. Lara divides his time between his activities within the TBWA group, chairing the Cenp (Advertising Market Self-Regulation Forum) Council and the ESPM General Assembly, and running his advocacy and communication consultancy, To Be Good, which currently serves three clients.<\/p>\n<\/div>\n<div class=\"mc-column content-text active-extra-styles \" data-block-type=\"unstyled\" data-block-weight=\"38\" data-block-id=\"24\">\n<p class=\" content-text__container \" data-track-category=\"Link no Texto\" data-track-links=\"\" data-mrf-recirculation=\"Article links\">When speaking about purpose, he avoids any hint of a messianic tone. \u201cIt\u2019s not about being nice; it\u2019s about doing good in a structured way. Brands need to understand the impact they generate\u2014economic, social, and symbolic,\u201d he concludes.<\/p>\n<\/div>\n<div class=\"mc-column content-text active-extra-styles \" data-block-type=\"unstyled\" data-block-weight=\"43\" data-block-id=\"25\">\n<p class=\" content-text__container \" data-track-category=\"Link no Texto\" data-track-links=\"\" data-mrf-recirculation=\"Article links\">Written in just three months, the book emerged from long, candid conversations between Mr. Lara and journalist Thales Guaracy. \u201cEven if no one reads it, I\u2019ll be happy,\u201d he says, with the calm of someone who writes not to persuade, but to understand.<\/p>\n<p data-track-category=\"Link no Texto\" data-track-links=\"\" data-mrf-recirculation=\"Article links\">*By\u00a0Claudia Penteado\u00a0\u2014 S\u00e3o Paulo<\/p>\n<p data-track-category=\"Link no Texto\" data-track-links=\"\" data-mrf-recirculation=\"Article links\">Source: Valor International<\/p>\n<p>https:\/\/valorinternational.globo.com\/<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/article>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>In \u201cA alma brasileira do neg\u00f3cio\u201d, the TBWA chairman revisits the history of advertising and urges the industry to reclaim purpose, ethics, and humanity amid the dominance of algorithms &nbsp; &nbsp; &nbsp; 10\/14\/2025\u00a0 At a time when\u00a0marketing seeks to reconnect with purpose and humanity, Luiz Lara, chairman of TBWA Brazil, has released \u201cA alma brasileira [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[8106],"tags":[26521],"class_list":["post-96206","post","type-post","status-publish","format-standard","hentry","category-murray-news","tag-luiz-lara-calls-for-advertising-that-reconnects-with-people"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Luiz Lara calls for advertising that reconnects with people - Murray Advogados<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/murray.adv.br\/en\/luiz-lara-calls-for-advertising-that-reconnects-with-people\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Luiz Lara calls for advertising that reconnects with people - Murray Advogados\" \/>\n<meta property=\"og:description\" content=\"In \u201cA alma brasileira do neg\u00f3cio\u201d, the TBWA chairman revisits the history of advertising and urges the industry to reclaim purpose, ethics, and humanity amid the dominance of algorithms &nbsp; &nbsp; &nbsp; 10\/14\/2025\u00a0 At a time when\u00a0marketing seeks to reconnect with purpose and humanity, Luiz Lara, chairman of TBWA Brazil, has released \u201cA alma brasileira [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/murray.adv.br\/en\/luiz-lara-calls-for-advertising-that-reconnects-with-people\/\" \/>\n<meta property=\"og:site_name\" content=\"Murray Advogados\" \/>\n<meta property=\"article:published_time\" content=\"2025-10-14T23:29:56+00:00\" \/>\n<meta name=\"author\" content=\"Gelcy Bueno\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Gelcy Bueno\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"6 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/murray.adv.br\/en\/luiz-lara-calls-for-advertising-that-reconnects-with-people\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/murray.adv.br\/en\/luiz-lara-calls-for-advertising-that-reconnects-with-people\/\"},\"author\":{\"name\":\"Gelcy Bueno\",\"@id\":\"https:\/\/murray.adv.br\/en\/#\/schema\/person\/dd0d0bea46c2436124555d18c1a0d52e\"},\"headline\":\"Luiz Lara calls for advertising that reconnects with people\",\"datePublished\":\"2025-10-14T23:29:56+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/murray.adv.br\/en\/luiz-lara-calls-for-advertising-that-reconnects-with-people\/\"},\"wordCount\":1079,\"keywords\":[\"Luiz Lara calls for advertising that reconnects with people\"],\"articleSection\":[\"Murray News\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/murray.adv.br\/en\/luiz-lara-calls-for-advertising-that-reconnects-with-people\/\",\"url\":\"https:\/\/murray.adv.br\/en\/luiz-lara-calls-for-advertising-that-reconnects-with-people\/\",\"name\":\"Luiz Lara calls for advertising that reconnects with people - Murray Advogados\",\"isPartOf\":{\"@id\":\"https:\/\/murray.adv.br\/en\/#website\"},\"datePublished\":\"2025-10-14T23:29:56+00:00\",\"author\":{\"@id\":\"https:\/\/murray.adv.br\/en\/#\/schema\/person\/dd0d0bea46c2436124555d18c1a0d52e\"},\"breadcrumb\":{\"@id\":\"https:\/\/murray.adv.br\/en\/luiz-lara-calls-for-advertising-that-reconnects-with-people\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/murray.adv.br\/en\/luiz-lara-calls-for-advertising-that-reconnects-with-people\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/murray.adv.br\/en\/luiz-lara-calls-for-advertising-that-reconnects-with-people\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"In\u00edcio\",\"item\":\"https:\/\/murray.adv.br\/en\/home\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Luiz Lara calls for advertising that reconnects with people\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/murray.adv.br\/en\/#website\",\"url\":\"https:\/\/murray.adv.br\/en\/\",\"name\":\"Murray Advogados\",\"description\":\"PLG International Lawyers\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/murray.adv.br\/en\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Person\",\"@id\":\"https:\/\/murray.adv.br\/en\/#\/schema\/person\/dd0d0bea46c2436124555d18c1a0d52e\",\"name\":\"Gelcy Bueno\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/murray.adv.br\/en\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/1ef2acfe966d6deacdeccd2a24ea89192c41fd05fc60e57b79021358a47f5641?s=96&d=mm&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/1ef2acfe966d6deacdeccd2a24ea89192c41fd05fc60e57b79021358a47f5641?s=96&d=mm&r=g\",\"caption\":\"Gelcy Bueno\"},\"url\":\"https:\/\/murray.adv.br\/en\/author\/news\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Luiz Lara calls for advertising that reconnects with people - Murray Advogados","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/murray.adv.br\/en\/luiz-lara-calls-for-advertising-that-reconnects-with-people\/","og_locale":"en_US","og_type":"article","og_title":"Luiz Lara calls for advertising that reconnects with people - Murray Advogados","og_description":"In \u201cA alma brasileira do neg\u00f3cio\u201d, the TBWA chairman revisits the history of advertising and urges the industry to reclaim purpose, ethics, and humanity amid the dominance of algorithms &nbsp; 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