Branded FUNDED Entertainment: How Brands Will Participate in the Future of Entertainment

Screening Room Audiovisual Inovação Empreendedorismo e Liderança Storytelling Branding Negócios Consumo Comportamento Publicidade e Marketing

Branded Entertainment can build reputation, mobilize causes and transform behavior with content of interest to the consumer. In the US market, BE involving long formats is gaining more and more scale and respectability. Brands from all segments are already in this ecosystem, taking on an increasingly prominent role as financiers and co-creators. And they are aware that they need to create more relevance to win the attention of an audience that is more impatient than ever with interruption. The aim of this panel will be to explore the phenomenon of Branded Entertainment, where brands, creators and producers come together to create unique and engaging entertainment experiences. It will also discuss strategies and opportunities, trends and challenges, the co-creation and development process, narrative construction and the impact on audiences.

Speakers

Eduardo Teixeira | Palestrante

Having over 18 years of experience in Advertising and Entertainment, Eduardo finds himself being passionate about people, brands and content. A consumer behavior enthusiast, always trying to connect to the zeitgeist.He has been working for WBD for the past years, a company where he was able to significantly grow and pursue multiple experiences. From starting of as an intern - to now leading teams, he could exercise his resourcefulness and creativity by crafting award winning content and integrated marketing campaigns for a wide variety of brands and products.

Fernanda Menegotto | Palestrante

Journalist, entrepreneur and executive-producer, Fernanda is a Branded Entertainment video expert. She is Founder at FMM and Co-founder at Vbrand - a Branded Entertainment consultancy Company part of InPress Group/Omnicom. Executive-producer at series and documentaries for global Brands such as GSK, Repsol, Hospital Albert Einstein, Casa Hunter, Uber. In the past, worked at Globo TV and Google’s Creative Lab EMEA (video unit). MA in Media Management at the University of Westminster (UK); post-graduated in Environmental Management (Coppe) and Digital Marketing Specialist (General Assembly UK). TEDx Speaker in 2021. Since last year, works as a guest teacher at IAG-PUC RJ.

Foto do palestrante Kelly Christina Castilho

Kelly Castilho | Moderadora

Mother, Sportswoman, Publicist, Filmmaker, Creative Mind, Mentor, Speaker. She has been working in the advertising and cinematographic film market for 28 years. It started at O2 Filmes, and went on to others productions companies, founded Confeitaria Filmes and the Africa Br Contemporary Institute. In 2004 she became Production Designer. In 2012 she started directing films. She was Jury of the Gerety Awards and Ampro Globes Awards, Film Lions Jury, Executive at Rede Globo, Director of Estação Livre on TV Cultura and of Mães do Brasil on Rede Globo, as well as TV shows for GNT and the Talk Show Preto no Branco for Band News. She is Director/ Vice President of + Mulheres Líderes do Audiovisual.

Tony Silva | Palestrante

Graduated in Marketing & Advertising and postgraduate in Commercial Management; Marketing & Sales professional with over 20 years of experience in the pharmaceutical industry in several therapeutic areas; Marketing Manager at biopharmaceutical GSK, in the ViiV healthcare business unit, a subsidiary dedicated exclusively to HIV; Specialist in promoting actions and projects across Brazil, together with patient organizations and partners in the public and private sectors in favor of the health of people living with HIV; He worked on the idealization and co-creation of audiovisual Brand entertainment projects in partnership with Vbrand and focusing on raising awareness, reducing stigma and preventing HIV.