Rodrigo Montesano
Rodrigo Montesano is the head of Brand Experiences and Connections at Itaú, Brazil's most valuable brand. Under his leadership, Itaú positioned itself as the first Brazilian brand to sponsor SXSW, strengthened its 19-year partnership with the Miami Open and 25-year partnership with Rock in Rio, brought Madonna to Brazil for an event with over 1.6 million people in Copacabana, organized Fernanda Montenegro's show for 15,000 people at Ibirapuera Park, and established an unprecedented partnership with 30e to create a platform with over 800 national and international shows planned for the next 5 years.
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.