Guilherme Bailão
Guilherme Bailão is the Brand Experience & Sponsorship Director at Heineken Group Brazil, leading the activations, experiences, and sponsorships strategy for a portfolio that includes brands such as Heineken, Amstel, Lagunitas, Eisenbahn, Blue Moon, and FY’s, among others.
With over 20 years of experience in marketing, brand experience, and sponsorships, he has been recognized twice as "Client of the Year" at the Ampro Globes Awards and "Professional of the Year" at the 12th Prêmio Caio. Together with his team ("BESTeam"), he has won more than 30 major awards, including the Effie Awards, BEA World (Europe), FIP, FIAP, and Ampro Globes.
Summit Promoview: Brands that Care: the Role of Experiences in Social Health
Social health has become a topic of discussion. The subject gained the spotlight at SXSW 2025, when Harvard scientist Kasley Killam positioned connection between people as a new pillar of well-being, alongside body and mind. In this panel, the conversation brings the theme to the world of brands: how activations and in-person gatherings are going beyond engagement and becoming spaces of real connection, contributing to the social health of audiences and communities.
The Power of Music (and Major Events) in Connecting with the Audience
Itaú, with the Itaú Live platform, and Heineken, with its No-Line Up Festival project, show the importance of expanding sponsorship territories and explain the learnings and challenges of both cases.