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Founder & CEO

Maira Genovese

In an era where attention is fragmented and authenticity is non-negotiable, experiential marketing has become a catalyst for connection, resonance and cultural impact. 

This panel explores the evolution of experiences as effective tools for brands to not just join, but shape culture - becoming active players while fostering innovation, credibility and long-term relevance. We'll dive into the new era of IRL for cultural fluency building - from immersive to hybrid strategies - and how it can help brands connect with communities and leave a lasting impact, long after activations end.

This session will be taking place entirely in English. Listen along with live Portuguese translations by using LiveVoice, accessible via the menu in the Web Summit Rio mobile app.

Maira Genovese

Founder & CEO

MG Empower