FGV Rio Hosts Free Digital Advertising Workshop Featuring BBB Winner
FGV Rio is hosting a free inaugural session for the "Academia LED | Globo Ads na Universidade" program on Wednesday, June 5th, from 9 AM to 11 AM. The event, held in the FGV Rio auditorium, is open to university students and requires online registration. The session, titled "Digital Advertising – Audiences and Communication Markets," will feature influencer and "BBB 25" winner Renata Saldanha, Globo's Director of Strategy and Business Intelligence Eliseu Barreira, and FGV Rio's Digital Communication Course Coordinator João Felipe Sauerbronn. The discussion will be moderated by Globo journalist Ana Luiza Guimarães. This event marks the beginning of an elective course focused on digital advertising, a collaboration between Academia LED and Globo's Research and Intelligence Nucleus (NIP). From August to November, Globo executives will lead five sessions covering consumer behavior, branded entertainment, the creator economy, multi-platform planning, metrics, streaming, connected TV (CTV), and AI in communication. The course aims to bridge academia and industry, providing an integrated view of contemporary advertising and communication shifts. A second inaugural session is scheduled for Monday, June 10th, at the University of São Paulo (USP), focusing on the evolving relationship between brands, media, and consumers. This session will include presenter Ana Maria Braga, content creator Giovanna Pitel, Globo's Business Director Manzar Feres, and USP's School of Communications and Arts Director Clotilde Perez, with moderation by Eliseu Barreira.
This initiative by Academia LED and Globo Ads aims to integrate industry expertise into university curricula, addressing the dynamic landscape of digital advertising. By bringing together media professionals, influencers, and academics, the program seeks to equip students with practical knowledge relevant to current market demands, including emerging areas like AI and the creator economy. The dual-city approach in Rio de Janeiro and São Paulo suggests a strategy to broaden reach and impact across key academic centers. This collaboration highlights a trend where media companies are actively engaging with educational institutions to shape future talent and foster innovation in communication strategies, potentially influencing curriculum development and industry-academia partnerships going forward.
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