Marketing expert Nuno Moura: Brands no longer push messages but create value, interaction, and meaning

“The biggest change is the shift from brand broadcasting to building ecosystems, where brands no longer push messages but create value, interaction, and meaning across multiple platforms,” marketing expert Nuno Moura reveals, commenting on how the sector has evolved since the start of his career.

Moura, who has lengthy experience as Chief Marketing & Revenue Officer and in other senior positions at leading companies and organisations including Nike, UEFA, the Portuguese Football Federation and MTV, will be speaking at the 22nd Marketing, Advertising, Media, and Communication Conference in Cyprus.

Speaking to CBN in the run-up to the 26 June event in Nicosia, Moura, among other things, talked about the impact of technology on the marketing sector.

He also shared how his interaction with the sport community had influenced his career, noting “Sport has deeply shaped how I think, lead, and work. The high-performance mindset - setting bold goals, building great teams, learning from failure, and delivering under pressure - is something I’ve brought into every leadership role.”

You will be in Cyprus to speak at the upcoming 22nd Marketing, Advertising, Media, and Communication Conference 2025. Can you tell us more about what you will be speaking about and the messages you would like to convey?

I’ll be speaking about how sport, creativity, and culture can be powerful drivers of global brand and business growth - not just in theory, but through real-world lessons I’ve learned at Nike, UEFA, and most recently leading the Portuguese Football Federation's transformation into a top global brand. I’ll also explore how brands can win fans, not just consumers, by showing up with purpose, emotion, and deep cultural relevance. Finally, I hope to share how technology and human storytelling can, and must, coexist to build meaningful connections in today’s fragmented world.

A significant part of your career has been related to the result-oriented and competitive world of sport, whether through your time at UEFA, Nike, or the Portuguese Football Federation. Have you adopted any elements of that philosophy into your wider professional duties?

Absolutely. Sport has deeply shaped how I think, lead, and work. The high-performance mindset - setting bold goals, building great teams, learning from failure, and delivering under pressure - is something I’ve brought into every leadership role. Working in sport also teaches you to think globally, move fast, and tap into passion. Whether I’m leading a digital transformation or launching a campaign, I approach it with the same competitive edge, discipline, and humility I learned from the world of football. And, of course, from the incredible privilege of working closely with one of the greatest professionals in the game, Cristiano Ronaldo, whose relentless drive and standards are an inspiration and a masterclass in excellence.

What are some of the ways the marketing industry has changed since your career began, and how do you anticipate it developing in the future? What do you consider to be some of the most exciting current trends?

The biggest change is the shift from brand broadcasting to building ecosystems, where brands no longer push messages but create value, interaction, and meaning across multiple platforms. Data, AI, and digital platforms now allow for precision targeting, but the best marketers still lead with creativity and emotion.

Looking ahead, I’m most excited about community-led marketing, the evolution of fandom, and how brands are integrating commerce, content, and culture in seamless ways, from TikTok to live sports to emerging tech like spatial computing. The brands that thrive will be those that act like cultural platforms, not just advertisers.

What role does technology play in the marketing sector, and do you believe that it will ever eclipse the human touch? Also, more specifically, when it comes to football-related marketing, which was one of your most recent responsibilities, what role has technology played in engaging fans, building communities and driving revenue?

Technology is a powerful enabler, it can accelerate insight, reach, and engagement. But it should amplify human creativity, not replace it. The magic happens when we use tech to tell better stories, build deeper relationships, and offer more value to our audiences.

In sports, tech has transformed how fans engage: live data, behind-the-scenes access, interactive content, and personalized experiences have all been game-changers. At the Portuguese FA, we used digital innovation to grow our fanbase globally, build one of the world’s most followed national teams on social media, and generate new revenue streams through e-commerce, CRM, and even esports. But none of it works without an authentic voice and emotional connection, the human touch is irreplaceable.

Is there anything else you would like to add?

Just how thrilled I am to be joining this incredible event in Nicosia. Cyprus is a country with a deep cultural heritage and a growing voice in the creative industries. I’m excited to learn from fellow speakers and meet people who share a passion for building brands that matter.

The 22nd Marketing, Advertising, Media, and Communication Conference 2025 will be taking place at the Hilton Hotel in Nicosia from 8.30am on Thursday, 26 June.

Click here for more information and to register.

Organised by IMH, the event is sponsored by AdBoard, IMR/University of Nicosia™, Imarcomms, MamaCRM, and Webarts. It is taking place with the support of the Cyprus Advertisers Association, Cyprus Online Publishers Association and the Cyprus Communications Agencies Association. Kawacoms is the Coffee Sponsor. The Communication sponsors are CBN, InBusiness, GOLD and AlphaCyprus.