Luciana Mendes

With over 20 years of experience in brand strategy and communication, I have worked at some of Brazil’s top advertising agencies and TV broadcasters. As the head of strategy in leading advertising agencies, I developed a deep expertise in creative strategy, media and business, making me a versatile professional who could seamlessly “think as a client,” and also discuss media strategy with specialists, and inspire creatives with compelling briefs. For the past two years at The Coca-Cola Company, I have led the Coca-Cola Trademark brand for LATAM and spearheaded major global projects like the Christmas and Meals Platform campaigns. This journey has been incredibly rewarding, culminating in actively helping Coca-Cola become Brand of The Year at Cannes 2024 with iconic work such as “Thanks for Coke-Creating” and the “RecycleMe” Grand Prix.