What is going to truly define effective branded content in the years ahead is combining the credibility of editorial brands with fast, native delivery across the formats and platforms where audiences consume content — especially video and social.
Using AI to continuously test and optimize, and to measure attention, brand lift, and real impact, without ever losing the human touch in the process, is going to be essential to ensure relevance, resonance, and consistent engagement.
Key Insights
I have worked in the advertising industry since 2001 and have spent the past nine years dedicated to branded content. At G.Lab, Editora Globo’s branded content studio, I witnessed the evolution of the format—from a complementary action to a strategic pillar for brands, driven by relevant storytelling, authority building, and the journalistic credibility expected from our portfolio of more than 20 media brands.
In this diverse ecosystem, I develop projects across a wide range of segments — from beauty to industry and technology, as well as health and energy — always aligning client briefings, editorial language, and brand strategy to deliver results that often match or surpass the performance of editorial content.
In recent years, the challenge has grown: continuously reinventing formats and strategies to keep pace with shifting content consumption behaviors. The rise of video, the speed of social platforms, and the growing impact of artificial intelligence on creation, curation, distribution, and measurement demand constant experimentation, product vision, and agility.
This trajectory has placed me at the intersection of advertising, journalism, and technology, enabling me to co-create projects that are both relevant and consistent. It has also reinforced my understanding of the ideal professional profile in this field: journalists with strategic vision, strong project management skills, and excellence in client relations — a rare and increasingly valuable combination. With over two decades in advertising and nearly a decade dedicated to branded content, I remain motivated to be at the forefront of a field experiencing its most strategic and transformative moment.
Signature Work Achievements
The branded content studio at Editora Globo achieved outstanding results in 2025, solidifying its position as a benchmark in high‑impact content production in Brazil. Over the year, we delivered more than 1,200 print pieces, 1,400+ digital stories, and 4,000+ social media assets, in addition to managing coverage for over 15 sponsors at major national events, including the Camarote Quem O Globo at Sapucaí and Rio Gastronomia — the largest gastronomy festival in the country.
One of the most transformative projects of my career in branded content is the 7‑year partnership with Claro Empresas (Embratel) on the “Juntos no Próximo Nível / Próximo Novo” platform. This evolving ecosystem targets C‑level executives with multiplatform content published in Valor Econômico. The project includes print and digital formats, video series featuring industry leaders and expert guests, and exclusive events with international speakers, generating strategic extensions that significantly amplify the project’s reach and relevance.
Another flagship case is the Longevity Hub, developed in partnership with Bradesco Seguros, now entering its third year. At a time when life expectancy in Brazil has surpassed 76.6 years (IBGE, 2024) and the topic of longevity has become increasingly relevant—not only for the 50+ audience but also for young adults planning for a long and high‑quality life—we created a high‑impact unbranded content hub. The initiative delivered more than 155 pieces of content across print and digital formats — with webstories and social posts playing a central role — reaching over 252 million impressions and strengthening the brand’s presence in the national conversation on quality of life and the future.
Career Lessons
Always seek to understand the client’s objectives and align the content as closely as possible with each brand’s editorial language.
Monitor performance throughout the project to adjust delivery strategies when necessary.
Stay attentive to market trends, new formats, and shifts in audience behavior.
Be an active partner to the commercial team — supporting project development, presenting cases, and offering solutions for new opportunities and renewals.
Lead a diverse and committed team, providing clarity on challenges and giving them autonomy to propose solutions and co‑create strategies that elevate the quality and impact of our deliveries.
