2024 Creative LIAisons Coaches

Patrícia Weiss

Chairwoman at BCMA
Head of Brand Storytelling & Branded Content/Co-Founder at
São Paulo
, Brazil

Chairwoman of Branded Content Marketing Association (BCMA) South America & Portugal; Head of Branded Content & Storytelling at ASAS.br.com., Strategic consultant for Brand Storytelling, Branded Content, Brand Purpose & Culture; Recognized as one of the world's greatest experts in Brand Storytelling and Branded Content.
She is an Advisory Board Member of Women In Marketing UK (England) and IED Instituto Europeo di Design in Milan, Italy, where she is also a guest professor of Brand Storytelling, Branded Entertainment & Content. Patrícia created, owned and launched in 2023, in Portugal, 3 annual initiatives: a BCMA Branded Content Talks event, the Branded Content Podcast and the first Branded Content Awards in the country.
A professional with 36 years of experience in the marketing and communications industry, Patrícia worked in marketing for McDonald's and Citibank, in large advertising agencies such as Ogilvy, Africa, DM9DDB, McCaan, Leo Burnet, at publisher Abril, co-founded the hotshop agency, M&C Saatchi in Brazil. She is a frequent judge in the Branded Content & Entertainment category at renowned international festivals such as Cannes Lions, CLIO Awards, London Awards, Brand Film Festival NYC, The Drum, A-List Hollywood, Dubai Lynx, FIAP, Lisbon Ad Fest, Be Australia Awards, Gerety Awards, Effie and others.
She teaches In-Company workshops on Branded Content and Brand Storytelling and provides consultancy in several countries for brands, players in the world of Entertainment (such as QVC Italia, Globo/Globosat and others), Media, Communication, agencies and production companies. Her Masterclass Decode And Create Brand Narratives has been taught for years, in countries such as Italy, France, Portugal, USA, Africa, Mexico and in Latin America, and at the end of 2019 she also brought it to Brazil (a 4-night immersion or in two days) in the universe of Branded Content and brand storytelling, now in its 27th edition.
She is a Creator, curator, coordinator and lecturer of the world's first Branded Entertainment & Content Bootcamp at Miami Ad School and was part of the first Branded Content Postgraduate Course launched by Senac University, in Brazil, in 2016 and is also a professor of Video Storytelling. She is a contributing author to the American Branding Strategy Insider with essays also published in American magazines, LIA Insider and Muse by Clio.