Last Thursday (31), Indie Summit 2024 brought together the main names of independent agencies in Brazil at the STATE Innovation Center, in a day full of debates about the direction of independent advertising. In an environment that favored the exchange of ideas and innovation, the event featured panels that explored everything from ESG practices and creativity with new technologies to diversity and sustainability. Check out a summary of each panel below and watch the full videos to follow all the discussions.
Organized by AdGroup, the event was sponsored by Warner Bros. Discovery, Dailymotion, DIEX Mídia, STATE Innovation Center, Bullet and Tech and Soul. Furthermore, Brazil’s first independent advertising summit had the support of companies and institutions such as Getty Images/iStock, Blanko, Meza/1618, Collab Criadores, C4V3, Atenas, Maria São Paulo, Aunica, Umbrella Media Production, Habib’s, Heineken , FePI 2024, AppCast (The APP Brasil podcast), Catraca Livre, Tropicool, 360 Studio, Bauducco, Content Lovers, APP Brasil and CLash’d.
The opening was carried out by AdGroup partners, Cathy Birle and Daniel Rosa.
Tech&Soul Trajectory Opening
Cláudio Kalim, Co-founder and CEO of Tech&Soul, started the event by sharing the agency’s journey, which grew from a coworking space in Astor to a reference in the communications market. His speech inspired the audience by showing how perseverance and entrepreneurial vision can transform an independent agency into a major player. Kalim spoke about the panel in the video below:
ESG Panel in Indies
Moderated by Leonardo Araujo, Founder and CEO of C4V3, this panel featured Jef Martins, from B&Partners, and Patrícia Santos, from EmpregueAfro, discussing how independent agencies can adopt ESG practices even with limited resources. The speakers addressed the importance of integrating social and environmental values into organizational culture. In the video below, Leonardo talks about the panel:
Panel Creativity in a World Where Everything is Possible
With Daniel Rosa, from Adnews and AdGroup, moderating, Marcelo Zampini, from MEZA/1618, and Bruno Moretti, from BLANKO, discussed how creativity can remain relevant in a scenario with new emerging technologies. The panel explored how independent agencies adapt to technological changes without losing their creative essence. Check out an excerpt:
AI Panel: Future and/or Present
Demetrio Teodorov, futurist and strategist, moderated a conversation about the impact of Artificial Intelligence on independent agencies. Alexandre Azevedo, from Aunica, and Lara Krumholz, from Dailymotion, discussed how AI can be used ethically and responsibly, highlighting the challenges and opportunities that technology brings to the sector. See an excerpt from the panel:
Humanized Independent Panel
Mediated by Ligia Costa, from TGI Today, and participation by Jorge Pacheco, from the STATE Innovation Center, and Felipe Silva, from Agência GANA, this panel addressed the importance of humanization in independent agencies. In a fast-paced corporate market, speakers talked about building work environments that value people. Felipe Silva spoke about the panel in the video below:
Palestra Creators Economy nas Indies
Ana Paula Passarelli, from Brunch, and Spartakus Santiago, content creator, spoke about the impact of the Creators Economy on the strategies of independent agencies. The session highlighted the role of independent influencers as agents of transformation in advertising campaigns and how Indies can take advantage of this strength. Passa and Spartakus spoke about the panel in the videos below:
Indie Entrepreneurship Panel, Made in Brazil
Patrícia Monteiro, CEO of Tropicool Brasil, shared international expansion strategies, showing how Brazilian açaí is conquering the world. The panel explored the potential of indie entrepreneurship and how national brands can grow globally while maintaining their essence. See an excerpt:
WBD Panel and the Streaming Era
Tulio Belo, from Warner Bros Discovery, and Felipe de La Rosa, from Nubank, discussed how brands can position themselves in the streaming universe. The panel provided insights into the use of platforms such as Harry Potter and Champions League to expand brands’ reach and create genuine connections with the public. Tulio spoke about the panel in the video below:
Indie Women Panel
Mediated by Cathy Birle, from AdGroup and Adnews, with Larissa Andrade, from Agência MARIASÃOPAULO, and Daniela Mozer, from Content Lovers, this panel addressed the challenges faced by women leaders in independent agencies. The conversation explored strategies to build a more inclusive and balanced market. See an excerpt:
Independent Client and Agency Panel & Integrated Brand Experiences
Gica Trierweiler from Bullet and André Kieling from Bauducco shared their experiences on creative brand initiatives and activations. The panel showed how collaboration between a client and an independent agency can generate integrated and impactful brand experiences. Gica spoke about the panel in the video below:
Independent Content Panel
Irene Knoth from IK Creative Branding, Juan Pablo De Vera from DIEX Mídia and Luke Martins from Umbrella Media Production discussed the challenges of creating authentic and relevant content with limited resources. The panel discussed strategies for producing memorable campaigns without losing the independent essence.
Indie Sustainability Panel
Andrea Mendonça, from Amazon People, led a conversation about sustainable practices in independent agencies, with Guilherme Bailão, from the Heineken Brasil Group, and Lu Mônaco, from Atenas. Speakers discussed how sustainability can be integrated into Indies practices in an accessible and innovative way. See an excerpt:
Panel The Reverse Path
In the closing panel, Leonardo Araujo, from C4V3, moderated a conversation with Edu Simon, CEO of GALERIA AG, about the journey from a multinational to an independent agency. The panel reflected on the advantages and challenges of seeking independence in the Brazilian advertising market. Simon spoke about the event in the video below:
Wagon Rhymers
The night ended with Julia de Castro Correia and Marcos Dimenstein, CO-CEOs of Catraca Livre, talking about the portal’s initiatives and to close with a flourish, a little bit of indie culture with Rimadores do Vagão, a collective that promotes ‘ Rima no Trem’ since 2012.
