Truly effective branded content will be defined by earned attention—content that people choose because it’s genuinely useful, credible, and distinctive, not because it’s loud. With rapid advances in AI and LLMs, it will become even harder for publishers to attract audiences directly to their websites. But if we consistently deliver trusted, genuinely useful content, people will still have a reason to seek out—and return to—publishers.
Key Insights
As someone who has worked in branded content for several years, I believe the industry has evolved significantly over time. Today, content is no longer just one more tool to promote products. Brands now understand that it’s more about building meaningful connections with audiences. Branded content offers a unique opportunity for brands to tell authentic stories that resonate on a personal level. In my experience, successful branded content is always rooted in creativity, ensuring that the brand’s message is both engaging and relevant to the audience.
Looking to the future, I see a continued emphasis on personalisation and data-driven strategies. With the rapid advancements in technology, brands will have even more tools at their disposal to create highly tailored content that speaks directly to individual preferences. However, it’s important to remember that authenticity and creativity will remain at the heart of what makes branded content successful.
It’s an exciting time to work in this industry, and I’m eager to see how it continues to grow and transform.
Signature Work Achievements
I believe one of the achievements I would highlight is the creation of PÚBLICO’s branded content studio, Estúdio P, in 2019. I led the studio’s launch and the strategy to build market awareness, and it has been a highly challenging and rewarding journey.
In recent years, we have developed several projects with major brands such as Google, Galp, Fundação “la Caixa”, Unilever, and Nestlé.
This year, I would highlight an ongoing project with AXN, with weekly updates. In this project, we explore AXN’s news and releases while also creating engagement around its TV series through different formats. Learn more here: https://www.publico.pt/estudiop/semana-axn
I would also highlight a narrative podcast created for Alberto Oculista—a Portuguese eyewear and eye-care group with over 35 years of experience supporting visual health—about historical mistakes. Find more here: https://podcasts.apple.com/pt/podcast/era-bem-visto/id1806130967
Finally, we created a project for Nestlé about pregnancy and the first months of motherhood: https://www.publico.pt/estudiop/conteudo_patrocinado/guia-para-gravidas
Career Lessons
I believe there are three key principles we should always keep in mind:
• Take care of your team – They are your greatest asset. Strong teamwork leads to outstanding projects and makes the journey more enjoyable.
• Stay informed and ahead of trends – In a constantly evolving industry, staying up to date is essential to remaining competitive.
• Embrace inspiration. Let yourself be inspired by the world around you through everyday moments, meaningful conversations, travel, books, art, and new experiences. Creativity thrives when we remain open to discovering fresh perspectives.
