Paulo Farnese is one of the biggest names in live marketing in Brazil. With a degree in Business Administration and a postgraduate degree in Marketing, the specialist is a founding partner and CEO of EAÍ?! Content Experience, a live marketing agency whose premise is to generate content experiences, focusing on brand activations, incentive campaigns, promotions and everything that involves creating experiences.
In this conversation, the professional shares his journey and the lessons he learned in the live experiences market. Check out the interview for the column.
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Who is Paulo Farnese and what are his main achievements?
Paulo Farnese: I am passionate about live marketing and a big fan of creativity as a driving force for business. With over 25 years dataset of experience in the market, I founded EAÍ?! Content Experience, an agency focused on creating immersive and strategic experiences for national and international brands, always with a focus on business. Throughout my career, I have had the opportunity to work with major companies such as Heineken, Havaianas, Whirlpool, Mondelez, and have won over 30 awards, including the Caio Award, Live Award, and Ampro Globes. My job is to connect brands and people in an authentic way, creating experiences that generate real impact.
How much did your background influence who you became as an executive, entrepreneur and live marketing professional?
Traveling has always been a part of my life since I was little. Getting to know new cultures, exploring different places, and understanding how what is operational excellence? what it means in business, how to use it, and examples people live around the world sparked a natural curiosity in me about the power of experiences. I had no idea, but this experience would be crucial to my career. In live marketing, we seek exactly that: to provide unique moments full of meaning. My focus on experiences has always been on the details, on what moves and engages, and it was this mindset that helped me build my journey as an entrepreneur and specialist in the field.
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In your opinion, how can we overcome daily obstacles in Brazil and build a legacy that can transform people’s lives?
Brazil is a country full of challenges, but also of possibilities. I believe that overcoming obstacles requires creativity, resilience and, above all, passion for what you do. To build a legacy, you need to think beyond the numbers and focus whatsapp database philippines on the impact you leave on people. They are the center of everything. In my case, this means developing actions that really make a difference, providing unforgettable experiences and promoting authentic connections between brands and consumers. Investing in innovation, valuing talent and creating experiences that inspire are essential paths to transforming the market and society.
All of this must be both external and internal
Having a committed team with a strong desire to do something is one of the secrets to success. That is why it is so important to look inward and understand the people who work with us. After all, service is about people and if people are willing to do something and have a sparkle in their eyes, everything will have a different and even better result.
How can a professional build a brand so that it is always seen and remembered by the audience?
I believe that authenticity and consistency are the pillars for building a strong brand. It is not enough to just stand out once; you need to have a clear positioning and deliver experiences that truly create value. I have always sought to innovate within live marketing, bringing projects that go beyond the conventional and that make sense to the public. In my view, the experience makes no sense without content and content makes no sense without the experience. Thus, the brand experience allows for entertainment targeted at people, which brings companies closer to their audiences, while enhancing the business model by providing insights and experiences full of strategic content. Just like building a good network of contacts, sharing knowledge and being open to new trends are attitudes that strengthen market presence and ensure long-term relevance.
What is your final message for GazzConecta readers?
We live in a time when experience is more important than ever. Whether in marketing, advertising or entrepreneurship, the difference lies in creating something that generates a true connection. I always say that no one comes back the same after a great experience, and this applies to both a trip and professional life. Innovating, taking risks and keeping the human factor at the center of everything we do is the way to build something that really leaves a mark on people.
