Both content and advertising changed their scopes over the years and our business model shifted many times to remain relevant and competitive. In 2011, I started officially leading the creative work and the creative teams for all of our clients. Eventually, we changed our business strategy to stop working with advertising agencies and start working directly for the clients acting as their digital agency. Content never stopped being our core discipline and we made all kinds of different projects involving social media. From producing always on content strategies, to creating an in-house studio so that we could produce video content faster and in more budget friendly ways, to pioneering live launches on Facebook. Although I've never distanced myself from the crafting of the creative work itself, being a creative and an entrepreneur at the same time has given me the opportunity to realize creativity is about so much more than just concepts, projects and campaigns. Today, I am in charge of the creative, content and influencers areas.

I joined the company as a freelance senior creative when it was an early project, with a team of 4 contributors. I had a lot of curiosity and very few expectations. Back in 2009, smartphones and mobile internet were still on the verge of getting popular and social media was only getting started. Bold was the brazilian pioneer content shop for brands - again, I found myself with no roadmap for the job. Each project was very different from the other. Content was the only common ground between everything we were doing and that is what got me excited and motivated to stay. I contacted a few ex-colleagues from other agencies and started pitching projects for their clients. It worked, I brought a few clients in and in less than 1 year, I got invited to become a partner.

Hello was an ambitious project in times where agencies were still struggling to develop digital advertising. I've worked for a lot of interesting clients and had the chance to experience and help build a culture of testing and learning, alongside creatives and technologists with all kinds of backgrounds. It was also the place that got me passionate about strategy, comms planning and storytelling. The company ended up being closed because it was way ahead of the market and did not fit into the Holding criteria. But it remains one of the most defining career experiences for me. There was no blueprint for the job. I've learned everyday there. Not a dull moment.

I moved to Sao Paulo to explore the rise of digital advertising. I had the chance to work for a few big clients in Brazil such as Sadia, Electrolux and Fiat and was lucky to learn a lot with some of the minds that helped shape digital advertising in Brazil.

Small agency but it was the main creative agency in Brasilia. While everyonewas doing mostly government advertising, the agency focused on local butmore creative work. It's also where I had my first experience leading a smallcreative team.

Joined as an intern and got promoted to junior creative. Worked formainly offline campaigns and got a few regional awards.