For the past 15 years, I have worked with Brand and Comms Strategy, mostly in Ad agencies, creating concepts, facilitating creative processes and delivering all types of communication products - from 360 campaigns to branded entertainment.My role has been not only to lead my team in the Strategy department, but also to connect other areas within the agency, as well as multiple players in the Communication Industry, such as broadcasters, production companies, artists, venues, among others.All of this time working with strat has given me a sharp eye for human behavior and one of the crucial things I see right now is a great change in the way people relate to media -which also changes how pop culture is formed.That is a very exciting moment in time for me, as communication becomes less about producing interruption and more about creating entertainment.Playing a role in such transformation is what really moves me.