Joana Mendes is a champion for change and a beacon of creativity in the advertising and communication industry. As the Creative Lead for Latin America and Executive Creative Director at WPP, she oversaw the creative vision and strategy for the world's most diverse and dynamic region. With more than two decades of experience, Mendes's expertise spans copywriting, design, and digital media, all fuelled by her passion for innovation, storytelling, and making a societal impact.