Guilherme Bailão

Guilherme Bailão is the Director of Brand Experience & Sponsorship at Heineken Group – Brazil, overseeing the activation of the entire portfolio, including brands such as Heineken, Amstel, Lagunitas, Tiger, Devassa, among others. An award-winning professional, he is widely recognized as one of the most influential voices in the brand experience and activation industry.

Since joining Heineken, Bailão has been named “Client of the Year” twice at the Ampro Globes Awards — the most prestigious recognition in the Brazilian market. Together with his “BESTeam,” he has earned over 30 industry awards, including Effie Awards (Brazil and Latin America), BEA World (Europe), FIP, FIAP, Eventex and Ampro Globes Awards.

Before his role at Heineken, Bailão built a strong career as Business and Client Services Director at top brand experience agencies like BFerraz and Bullet. He led major experiential marketing initiatives for both global and local brands such as Absolut, Adidas, Antarctica, Budweiser, Jameson, HSBC, Trident, and Volkswagen. One of his standout projects even achieved a Guinness World Record for a massive music event.

Bailão also serves as a jury member for the Effie Awards, Globes Awards, and FIP, and acts as Director at GAN (Client Services and Business Management Group), contributing to the evolution of the communication and marketing industry.

In his own words:
“I respect, admire, and advocate for creativity. I am fully committed to creating emotional connections through brand experience initiatives.”

His philosophy on award-winning work is clear:
“A truly great project must be creative, innovative, surprising, and capable of engaging the audience in unique ways.”

And his advice to award entrants:
“Be concise when presenting your case. Focus on what sets your project apart — the creativity, the innovation, and the results.”