Grupo de Mídia

What Grupo de Mídia does

Grupo de Mídia São Paulo is a Brazilian non-profit civil association (associação civil) founded in 1968 that serves media professionals working across advertising agencies, advertisers, media vehicles, and platforms. Headquartered on Rua Conselheiro Saraiva in São Paulo, the association is governed by an elected board and consultative council whose current 2026-2027 term is led by President Guilherme Cavalcante (Wieden Kennedy) and Vice-President Aline Velha (NU), with board representation spanning global platforms (Google, TikTok, Amazon Ads), broadcasters (Globo, CNN, SBT), creative agencies (Wieden Kennedy, Africa, AlmaLab), and brand owners (Unilever).

The association's core asset is the Mídia Dados Brasil annual publication, which compiles audience, investment, and consumption data from over 50 institutions including Cenp, Kantar Ibope Media, Nielsen, Comscore, IVC, BuzzMonitor, YouPix, IPC Marketing, Crowley Broadcast Analysis, and Jovedata. The publication was relaunched in 2023 as a native digital platform on midiadados.gm.org.br after 35 years in print and is accredited by Cenp (Conselho Executivo das Normas-Padrão) as an official technical reference for media planning. Adjacent products include the Pod Mídia podcast (Spotify and YouTube), the Martech Academy bootcamp run with SoulCode and Meio & Mensagem (180-hour curriculum, affirmative admissions for LGBTQIAPN+ and Black students), the Cursos de Formação online learning platform, the Mídia's Cup annual advertising-industry football championship, and the Innovation Journey international member trips to hubs such as Singapore and Israel.

Grupo de Mídia generates revenue primarily through member association fees, paid courses and bootcamps, event sponsorships (e.g., NEOOH, GAMA, R10 Score, SBT for Mídia's Cup), and partnership contributions (e.g., ABRAMARK). Pricing is not publicly disclosed. Distribution spans gm.org.br, dedicated Mídia Dados and Cursos platforms, LinkedIn, Instagram, YouTube, Spotify, and in-person events, with marketing and outreach also delivered through partnerships with industry bodies. The association is a private non-profit with no parent company, shareholders, or external funding rounds disclosed.

Name

Grupo de Mídia

Legal name

Grupo de Mídia São Paulo

Website

https://gm.org.br

Company type

Private

Founded year

1968

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Grupo de Mídia is a Brazilian non-profit association founded in 1968 that serves media professionals through its Cenp-accredited flagship Mídia Dados Brasil annual publication, education bootcamps, and industry events.

Ownership category

akta.pro rank

Headquarters

HQ city

São Paulo

HQ country

Brazil

HQ region

Latin America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. Membership Fees: Association fees from members who are media professionals from advertising agencies, advertisers, media vehicles, and platforms
2. Educational Programs: Revenue from courses and bootcamps including the Martech Academy partnership bootcamp with SoulCode, offering 180-hour curriculum programs

Go-to-market motion2 records

Distribution channels4 records

Marketing channels8 records

Core offering

Grupo de Mídia São Paulo is a non-profit professional association serving media professionals in the Brazilian advertising industry. It produces the Mídia Dados Brasil annual publication (in digital native format since 2023), delivers educational programs including the Martech Academy bootcamp and Cursos de Formação, hosts industry events such as Mídia's Cup football championship and Innovation Journey international trips, and produces the Pod Mídia podcast. The association also publishes a library of books on media planning and advertising topics.

Product overview

Grupo de Mídia is a professional association for Brazilian media industry workers, offering a portfolio of products and services centered on its flagship Mídia Dados Brasil annual publication (now in digital native format since 2023), educational programs including the Martech Academy bootcamp partnership and Courses de Formação, thought leadership content through Pod Mídia podcast, and industry events such as Mídia's Cup championship and Innovation Journey international trips. The company also publishes a library of industry books and maintains governance through official assembly notices (Editais).

Differentiator

Problem solved

Functional benefit

Brands

• Mídia Dados: Annual digital publication providing comprehensive data and panorama of Brazilian media evolution and consumer contact channels. Credenced by Cenp.
• Pod Mídia
• Martech Academy
• Mídia's Cup
• Innovation Journey

Products and services

• Mídia Dados Brasil (Anuário) Comprehensive annual publication providing panorama of Brazilian media evolution, consumer contact channels, audience data, and market performance metrics across all media channels. Utilizes data from over 50 companies and institutions including Cenp, Kantar Ibope Media, Nielsen, and Comscore. Credenced by Cenp as official technical reference for media planning.
• Pod Mídia Podcast program of Grupo de Mídia featuring conversations with industry professionals on media innovation, data, content, and market trends. Distributed via Spotify and YouTube.
• Martech Academy Bootcamp Educational bootcamp program in partnership with SoulCode focused on training media and performance professionals. Includes affirmative diversity scholarships and 180-hour curriculum covering technical skills, soft skills, and tech English.
• Cursos de Formação do Grupo de Mídia Professional education and training courses for media industry professionals, including strategic business skills training for director and supervisory levels, and soft skills development programs.
• Livros (Book Publications) Library of six published books on media planning, advertising, television industry, and brand building, published in partnership with Nobel and The Aspen Institute.
• Mídia's Cup Annual futsal championship for the Brazilian advertising industry, featuring 16 teams from leading agencies in Gold and Silver series, promoting sector integration and professional networking.
• Innovation Journey International technical trip program for sponsors and collaborators to learn about innovation and technology trends through workshops, exchange sessions, and networking activities. Destinations have included Singapore and Israel.

Quantifiable outcome

• Mídia Dados Brasil certified by Cenp (Conselho Executivo das Normas-Padrão) as official technical reference for media planning

Named customers11 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Twelve partnerships are on record, tiered major, core and minor.

• ABRAMARKmajorGTM or Marketing Partner · 24 July 2025Partnership for promoting the importance of Grupo de Mídia and Mídia Dados for Brazilian marketing, featuring video discussions with industry leaders.
• Knowledge Exchange SessionscoreStrategic or Co-development Partner · 19 January 2024Partnership for the Innovation Journey program, offering technology-based content, behavioral insights, and transformative experiences. The platform provides workshops, exchange sessions, lectures with dynamics, and networking activities for Grupo de Mídia members traveling to international destinations.
• SoulCodecoreStrategic or Co-development Partner · 3 July 2023Partnership for Martech Academy bootcamp program offering 180-hour curriculum for training media and performance professionals. The program focuses on affirmative admissions with diversity among participants including LGBTQIAPN+ and Black students, providing technical training, soft skills development, and English language education.
• Meio & MensagemcoreStrategic or Co-development Partner · 3 July 2023Co-creator of the Martech Academy program, which aims to transform education through data and technology, focusing on filling the gap in the communication and marketing technology sector.
• EletromidiaminorChannel Partner/ Reseller/ DistributorPartner organization featured on the Grupo de Mídia website as a supporting partner.
• GlobominorChannel Partner/ Reseller/ DistributorPartner organization featured on the Grupo de Mídia website as a supporting partner.
• NEOOHminorGTM or Marketing PartnerSponsor of Mídia's Cup 2024 championship, supporting the integration and networking event for advertising market professionals.
• GAMAminorGTM or Marketing PartnerSponsor of Mídia's Cup 2024 championship, providing digital media solutions for the event.
• R10 ScoreminorGTM or Marketing PartnerSponsor of Mídia's Cup 2024 championship, providing competition scoring solutions through their application.
• SBTminorGTM or Marketing PartnerSponsor of Mídia's Cup 2024 championship, providing media coverage and participation of broadcast professionals in the event.
• Cenp (Conselho Executivo das Normas-Padrão)coreOthersCenp accreditation of Mídia Dados Brasil validates the publication as an official technical reference for media planning in Brazil, aligning with Cenp's NQT (Núcleo de Qualificação Técnica) focus on research, media, circulation, and digital metrics.
• Kantar IBOPE MediamajorStrategic or Co-development PartnerPartnership for the 'Que Mídia é essa?' research survey conducted at the end of 2022 to gather industry feedback for educational programming decisions.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Emerging players

• MMA (Mobile Marketing Association): MMA is the global trade association for mobile marketing, providing research, standards, and education. It is comparable to Grupo de Mídia as a channel-specific industry body producing market intelligence and certification programs.
• ABMD (Associação Brasileira de Marketing Digital): ABMD is the Brazilian digital marketing association, an emerging counterpart focused specifically on the digital segment. It overlaps with Grupo de Mídia's newer digital focus areas (Martech Academy, digital media intelligence in Mídia Dados).

Direct peers

• WFA (World Federation of Advertisers): WFA is the global trade body for advertisers, offering cross-market intelligence, benchmarking, and policy advocacy. It shares Grupo de Mídia's positioning as a multi-stakeholder industry association producing research and convening senior marketers.
• The Advertising Association (UK): The Advertising Association is the UK umbrella body for the advertising industry, bringing together advertisers, agencies, media owners, and tech platforms. It mirrors Grupo de Mídia's repositioned 'open format' model spanning agencies, advertisers, vehicles, and platforms.
• ANA (Association of National Advertisers): ANA is the US trade association for major advertisers and brands, providing industry research, education, and standards. It mirrors Grupo de Mídia's advertiser-engagement function and its role aggregating market data for member decision-making.
• 4A's (American Association of Advertising Agencies): The 4A's is the US trade association for advertising agencies, analogous to Grupo de Mídia's role representing Brazilian media/advertising professionals. Both function as industry bodies providing education, standards, advocacy, and networking for agency-side practitioners.
• IAB Brasil: IAB Brasil is the Brazilian chapter of the Interactive Advertising Bureau, the trade association for digital advertising and marketing. It overlaps with Grupo de Mídia in representing digital advertising interests and providing industry data, education, and networking in Brazil.
• ABAP (Associação Brasileira das Agências de Publicidade): ABAP is the Brazilian national association of advertising agencies, a direct domestic counterpart that also represents agencies, sets standards, and advocates for the industry. Together with Grupo de Mídia and Cenp, ABAP forms the institutional core of Brazilian advertising.

Others

• Kantar Ibope Media: Kantar Ibope Media is a major data and audience-measurement provider in Brazil and one of the 50+ data sources feeding Mídia Dados. It is an ecosystem data supplier/partner rather than a competing association, but its research output serves overlapping buyer needs.
• Cenp (Conselho Executivo das Normas-Padrão): Cenp is the Brazilian regulatory/standards body that accredits Grupo de Mídia's Mídia Dados publication. It is an ecosystem participant rather than direct competitor — its accreditation is a key moat for Grupo de Mídia's flagship product.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@grupodemidiasp
• LinkedInlinkedin.com/company/grupo-de-m%C3%ADdia-s%C3%A3o-paulo
• Instagraminstagram.com/grupodemidiasaopaulo
• Xx.com/grupodemidiasp
• Facebookfacebook.com/Grupodemidiabahia

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles14 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Grupo de Mídia