With over 20 years of experience in brand strategy and content, Luciana Mendes has worked at Brazil’s top advertising agencies and TV broadcasters. As the head of strategy in leading ad agencies, she developed deep expertise in creative strategy, media, and business, making her a versatile professional who could discuss business and media strategy while also inspiring creatives with compelling briefs. For the past three years at The Coca-Cola Company, she has led the Coca-Cola Trademark brand for LATAM and spearheaded major global projects like the Christmas and Meals Platform campaigns. This journey has been incredibly rewarding, culminating in Luciana actively helping Coca-Cola become Brand of the Year at Cannes 2024 with iconic work such as ‘Thanks for Coke-Creating’ and the ‘RecycleMe’ Grand Prix.