At 30, I sold the company to produce contemporary theater. Seeking new sources of funding for my projects, I experimented with linking brands to the attributes of art. The evolution of this experience led to a methodology for defining cultural engagement territories for brands. Gradually, I expanded its application to the social, environmental, sports, and behavioral fields.

This gave rise to Significa, which developed the concept of Brand Attitude, adopted by clients such as Natura, Votorantim, Itaú, Petrobras, Vale, Claro, EDP, Estadão, Fiat, Pão de Açúcar, Whirlpool, Santander, SulAmérica, Pepsico e Nestlé to structure and activate engagement policies and programs through causes and content.

In 2010, Significa merged with Edelman, the world’s largest public relations firm. I integrated the operations of both agencies and became CEO and equity partner of Edelman in Brazil. Over eight years, we achieved 170% organic growth, serving clients such as Aegea, Ambev, BRF, Cultura Inglesa, Cyrela, GE, HP, Hyundai, Kimberly-Clark, Porto Seguro, Sonae Sierra e Starbucks. After receiving every major industry award, we were named Agency of the Year in 2017.

In 2018, I completed my succession process and sold my equity stake in Edelman Brazil to work independently in the strategic dimension of organizations.

Alongside my work as a strategic consultant, I serve on the Board of Directors of Ashoka; the Advisory Boards of Aberje and Osesp; as a full member of Todos Pela Educação; and as a participant in Concertação pela Amazônia. Previously, I served on the Board of Directors of Fundação Amazônia Sustentável, was Director of Image and Reputation at the Brazilian Association of Communication Agencies, co-founder and vice president of the Association of Promotional Marketing, and a founding member of both Rede Brasil and the Latin American Network of Cultural Promoters.

I have delivered lectures on Brand Attitude and Reputation at universities, associations, and forums in Brazil and abroad, and have been recognized internationally as one of Latin America’s leading experts on the relationship between business and causes, contributing to the introduction of this concept in Brazil, Argentina, and Colombia.