Heloisa de Santana

Executive President at AMPRO - Promotional Marketing Association . She has been working in Communication and Marketing for over 30 years, with the last 16 focused on brand experience. A publicist with specialization in Finance and the Third Sector, Heloisa is a speaker on representation, with a focus on D&I. She served as a Cannes Lions juror in 2022 (Mobile) and 2023 (Brand Experience & Activation Lions), and was the Jury President of the BDA – Brazilian Design Award 2023 (Interior Design). Co-author of the best-selling book "Uma Sobe e Puxa a Outra," published in 2023. Mentee in the Conselheira 101 program (an affirmative action initiative aimed at broadening knowledge of corporate governance) and a volunteer at Vozes da Periferia da Vila Prudente, supporting culture and sports initiatives.

A brand experience project that aims for global recognition must include four key elements:

Strategy: It should have a clear and innovative approach, authentically and relevantly connecting the brand to its audiences.
Quality of Execution: Excellence in implementation is crucial, ensuring an immersive and flawless experience in every detail.
Results: The impact generated must be measurable, delivering solid outcomes in terms of both engagement and business.
Innovation: Outstanding projects break barriers and introduce new creative solutions.
Humor!
Additionally, a globally awarded project must be built on the principles of ESG (Environmental, Social, and Governance), ensuring environmental responsibility, positive social impact, and ethical governance practices. I believe in these pillars are essential for sustainable success and international recognition.

My advice to the nominees: Originality is key to highlighting your project at the BEA Festival. When submitting your entry, it is essential to translate the essence and challenges of the original brief as thoroughly as possible. The better we understand your interpretation of the challenge, the solutions you proposed, the execution, and the results achieved, the more effectively we can evaluate the strength of your work. Clarity in the development process is crucial to reveal the true value of your idea. Adaptation to Changes: The ability to adapt and evolve the campaign in response to feedback and market context is also a positive aspect. Commitment to Diversity and Inclusion: Respecting different voices and perspectives.