Sobre
20 years of experience in marketing, technology, and business transformation, working…
Artigos de Laura
Experiência
Formação acadêmica
Licenças e certificados
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Implementing Winning Strategies
Columbia Business School
Emitido emNº da credencial 1-142292-290969-1668378496
Experiência de voluntariado
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Ambassador for Internacional Relations
MORE GRLS
- o momento 4 anos 11 meses
Empoderamento econômico
More Grls is a social impact platform that promotes visibility to female creative talent. As ambassador, I connect the organization with leaders who want to make a difference in the creative industry through more representation.
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GL4G Founding Member
Good Latinas for Good / Latinas do Bem
- o momento 1 ano
Empoderamento econômico
Empowering latinas’ careers around the world through advice, insights, and authentic voices.
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Volunteer Advisor
Sea Shepherd Brasil
- o momento 2 anos 3 meses
Ambiente
Sea Shepherd Brazil is a non-profit marine conservation organization founded by Cpt. Paul Watson, along with Daniel Vairo and Alex Castro in 1999, who works in defense of the ocean and combats activities that destroy their habitats. As volunteer, I connect the organization with individuals willing to collaborate with the cause of marine-conservation and provide advise from my personal experience.
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Teacher - Career Strategy
MIAMI AD SCHOOL BRASIL
- o momento 5 anos 6 meses
Formação acadêmica
After teaching brand and communication strategy for 15 years, now I’m connected with students in career guidance and advise.
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Finance Director and Advisory Board Member
Grupo de Planejamento (GP)
- 4 anos
Formação acadêmica
As Finance Director, I supported the president in the remodeling of the value proposition of the entity, driving sustainable growth of revenue and affiliates for the 2-yrs tenure. As Member of Advisory Board, I supported the leadership in connections with international entities like the Account Planning Group in the US and IPA UK.
Publicações
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The changing face of the US Hispanic: Enter Latinx
Campaign US
At 59 million and counting, the Latinx population is one of the largest multicultural groups in our country. Suddenly, I’m part of a larger community made up of individuals from different cultures and a different language (because Brazilians speak Portuguese).
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The Learning Brands: Leading Brands To A Culture Of Adaptation
Forbes.com
An essay about leadership and successful brands' new behaviours. "The adaptation process, which encompasses creation, innovation and development, focuses especially on the short-term and strives to better align the company with the spirit of the times and to anticipate and satisfy the needs of its customers."
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Brands Must Learn & Adapt
IPA UK Blog
A reflexion about what a 21st century brand is like based on the IPA UK invitation to discuss it's latest book "What is a 21st Century Brand" edited by Nick Kendall.
Outros autores -
Quer um conselho da Laura Chiavone?
Jovens Planners - Medium
Jovens Planners me pediu pra ser sincera como gestora e ajudar quem tá começando com dicas e minhas expectativas sobre comportamentos, técnicas, leituras e referências. Eu tenho um monte, algumas coisas simples e outras bem cabeludas. Não tô aqui pra passar a mão na cabeça de ninguém ¯\_(ツ)_/¯ Mas cola na minha que é tudo de coração.
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Meu Filho Faz Dinheiro
Revista Claudia
Aqui nos Estados Unidos, dinheiro faz parte natural dos assuntos discutidos no cotidiano da escola
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Um Oasis Nos Trilhos
Revista Claudia
Criemos nossos próprios vagões silenciosos, momentos de concentração e conexão com as nossas ideias que desejamos tanto e é tão difícil no dia a dia
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Falta Amor Na Sua Liderança
Meio & Mensagem
Olhe ao seu redor e reflita sobre quantas pessoas conseguem se manter ilesas emocionalmente sob stress
Projetos
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Latinx Culture Briefing Series
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Who is creating and influencing culture? Latinx. At 59 million and counting, Latinx is one of the largest multicultural groups in the U.S. On August 6th, 7th, and 8th 2019, sparks & honey and Alma co-hosted a series of Latinx Culture Briefings, exploring the rich and nuanced ways that Latinx are influencing every aspect of culture, how the surface of intersectionalities are transforming the community’s profile, and behaviors emerging opportunities for companies that are willing to engage in an…
Who is creating and influencing culture? Latinx. At 59 million and counting, Latinx is one of the largest multicultural groups in the U.S. On August 6th, 7th, and 8th 2019, sparks & honey and Alma co-hosted a series of Latinx Culture Briefings, exploring the rich and nuanced ways that Latinx are influencing every aspect of culture, how the surface of intersectionalities are transforming the community’s profile, and behaviors emerging opportunities for companies that are willing to engage in an authentic relevant way. The discussion was triggered by the signals and elements of culture revealed by s&h’s proprietary system QTM.
8/6 Latinx Identity | Semantics, self-identification, and intersectionality
8/7 Latinx Entertainment | Mass media, representation, and narrative
8/8 Latinx Healthcare | Biases, prevention culture, and emerging wellness issues -
DDB Influence Score
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The Influence Score (IS) is an indicator created by DDB Latina Group to measure the influence of brands. It is the first tool on the market to take into account both qualitative data from online surveys and quantitative data from the monitoring of social networks and search engines to define the level of influence of brands.
The tool, initially launched in six countries (Argentina, Brazil, Chile, Colombia, Spain, and Mexico), allows for the identification and classification of the most…The Influence Score (IS) is an indicator created by DDB Latina Group to measure the influence of brands. It is the first tool on the market to take into account both qualitative data from online surveys and quantitative data from the monitoring of social networks and search engines to define the level of influence of brands.
The tool, initially launched in six countries (Argentina, Brazil, Chile, Colombia, Spain, and Mexico), allows for the identification and classification of the most influential brands in each market and in the Latina region. More than 1,150 brands were evaluated in the region, including local, multilatinas, and global brands. Each brand received an Influence Score based on the combination of the measurement of expressed influence and of inferred influence, as well as factors that integrate each one.
https://www.ddb.com/blog/community/ddb-latina-group-launches-an-innovative-tool-to-measure-the-level-of-influence-of-brands/
https://lbbonline.com/news/ddb-latina-group-launches-new-tool-to-measure-brands-influence/Outros criadoresVer projeto -
Ideathon DDB - Multinational and Multicultural Hackathon
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For 48 hours 22 offices of DDB Latina together working to create ideas to raise awareness about gender inequality and to create possible solutions to influence society regarding this issue. Results: an impactful PR idea and a big, very big data project awarded by the juri.
Please see details on the press coverage articles:
AdLatina
http://www.adlatina.com/publicidad/%E2%80%9C-same-alary-project%E2%80%9D-fue-la-ganadora-del-ideathon
Latin…For 48 hours 22 offices of DDB Latina together working to create ideas to raise awareness about gender inequality and to create possible solutions to influence society regarding this issue. Results: an impactful PR idea and a big, very big data project awarded by the juri.
Please see details on the press coverage articles:
AdLatina
http://www.adlatina.com/publicidad/%E2%80%9C-same-alary-project%E2%80%9D-fue-la-ganadora-del-ideathon
Latin Spots
http://www.latinspots.com/site/sp/nota/detalle/36500/DM9DDB-Brasil-gana-el-Ideathon-de-DDB-Latina
Update Or Die!
http://www.updateordie.com/2015/06/19/ideathon-ddb-um-problema-centenas-de-solucoes/
Adnews
http://www.adnews.com.br/negocios/dm9ddb-vence-desafio-com-tema-sobre-desigualdade-salarial-de-generos
Outros criadoresVer projeto -
Hackathon #RainOfIdeas
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The hackathon Rain Of Ideas was an initiative of DM9DDB to tackled Sao Paulo's water crisis with creativity. We engaged the whole agency fostering Silicon Valley method of innovation development to think about the water issue for about 72 hours and to come up with solutions such as campaigns, products, buzz actions or services. The results were amazing, more than 50 ideas, 300 people engaged, 3 groups awarded and a big big buzz on Brazil's main media channels.
PRESS COVER
LIittle…The hackathon Rain Of Ideas was an initiative of DM9DDB to tackled Sao Paulo's water crisis with creativity. We engaged the whole agency fostering Silicon Valley method of innovation development to think about the water issue for about 72 hours and to come up with solutions such as campaigns, products, buzz actions or services. The results were amazing, more than 50 ideas, 300 people engaged, 3 groups awarded and a big big buzz on Brazil's main media channels.
PRESS COVER
LIittle Black Book
http://www.lbbonline.com/news/how-dm9ddb-tackled-brazils-water-crisis-with-a-hackathon/
Meio & Mensagem
http://www.meioemensagem.com.br/home/comunicacao/noticias/2015/02/04/As-ideias-da-DM9-para-amenizar-a-crise-h-drica.html
Jornal Nacional
https://www.youtube.com/watch?v=JpqXmLjZxQ8
Exame
http://exame.abril.com.br/marketing/noticias/novo-letreiro-na-entrada-da-dm9ddb-capta-agua-da-chuva
Latin Spots
http://www.latinspots.com/site/sp/nota/detalle/35138/DM9DDB-cuida-el-agua-en-San-PabloOutros criadoresVer projeto -
Cannes Lions 2014 - Seminar Decoding Brazil in 120 minutes
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Development of content for a Cannes Lions 2014 seminar. The project was made of a series of interviews with people from all over the world about Brazilian creativity; the selection of Brazilian characters to illustrate cultural movements, socio and economic data, trends. From all of the data, it was possible to identify 3 main codes of Brazilian creativity and we chose portuguese funny names to describe each one of them for the audience: gambiarra, mistureba e tamp junto. The seminar took place…
Development of content for a Cannes Lions 2014 seminar. The project was made of a series of interviews with people from all over the world about Brazilian creativity; the selection of Brazilian characters to illustrate cultural movements, socio and economic data, trends. From all of the data, it was possible to identify 3 main codes of Brazilian creativity and we chose portuguese funny names to describe each one of them for the audience: gambiarra, mistureba e tamp junto. The seminar took place at Debussy Theater June 19th 2014.
Outros criadores -
Cannes Lions 2013 - How to sell my stuff in 2033? A project to predict the future
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Had we asked professionals and scholars in 1993 about the future, would they have given us accurate insights about 2013, foreseeing such inspiring campaigns as 'Decode Jay Z', 'Coke Re-brief' and 'Nike Fuelband'?
This kind of question lies at the heart of this workshop: can we look at current paradigms and envision how our industry will be different (or not) 20 years from now? Scholars, marketers, communications professionals, and opinion makers from around the world will come together…Had we asked professionals and scholars in 1993 about the future, would they have given us accurate insights about 2013, foreseeing such inspiring campaigns as 'Decode Jay Z', 'Coke Re-brief' and 'Nike Fuelband'?
This kind of question lies at the heart of this workshop: can we look at current paradigms and envision how our industry will be different (or not) 20 years from now? Scholars, marketers, communications professionals, and opinion makers from around the world will come together to contemplate the future of our industry, forming a panel at the Cannes workshop that debates and enriches the suggestions and insights collected prior to the event.
Questions to be discussed include:
What will the consumer environment be in 2033?
How will we sell our stuff in 2033?
What communication platforms can we expect? How will they interact with each other?
How will the idea of a “brand” change by 2033? What kinds of relationships will exist between brands? Between consumers and brands?
What "value" will be offered, exchanged, bought and consumed?
Delegates discuss these and many other questions in small groups. Designated representatives then share each group’s main conclusions with the entire workshop.
Workshop participants are asked to validate, complete and edit proposals to be left for the future delegates of the 80th Cannes Lions festival in 2033 and subsequent years in a sealed time capsule.
The idea is to create collaborative content, open to all future delegates of the Festival, always looking 20 years ahead.
http://www.themill.com/millchannel/369/cannes-lions-2013%3A-looking-to-the-futureOutros criadoresVer projeto -
Breakonsumers. New paradigms of Brazilian consumers.
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Breakonsumers is a project to monitoring the Brazilian consumers behavior and social changes that impact on consumption and relationships with brands. The project was launched after a research within more than 2000 Brazilians in several regions of the country, looking for consumers insights, trends and opportunities for brands who want to connect with the new reality of the country > more developed and wealthy. The projects also contains a documentary and a continuous analysis over the…
Breakonsumers is a project to monitoring the Brazilian consumers behavior and social changes that impact on consumption and relationships with brands. The project was launched after a research within more than 2000 Brazilians in several regions of the country, looking for consumers insights, trends and opportunities for brands who want to connect with the new reality of the country > more developed and wealthy. The projects also contains a documentary and a continuous analysis over the theme, year after year, looking for deep actualization and target changes. It's an important tool for international brands who want to understand the Brazilian consumer and market. The full report of the project was produced for clientes as such as Philips and Kraft Foods.
Outros criadoresVer projeto
Reconhecimentos e prêmios
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The Clio Awards Jury 2024
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Creative Business Transformation, Commerce, and Effectiveness
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Brazilian Marketing Academy Hall of Fame Member
Brazilian Marketing Academy (Abramark)
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Effie 2022 Global Best of the Best Jury Member
Effie Worldwide
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Cannes Lions 2022 Jury Member - Creative Business Transformation
Cannes Lions
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AICP Next Awards 2022 Jury Member
Association of Independent Commercial Producers
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Gerety Awards 2019 Jury Member
Gerety Awards
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Effie Awards North America 2018
Effies
Robitussin's "It's Never Just a Cough" integrated campaign was awarded Bronze Healthcare - OTC Effies North America
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Lisbon International Advertising Awards 2018 Jury Member Innovation
Lisbon International Advertising Awards
Jury Member Innovation
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Women To Watch Brazil 2018
Meio & Mensagem representing Advertising Age
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Top 250 Growth Hackers of 2018
Goodman Lantern
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Effie Awards Latin America 2016
Effie Worldwide
Guaraná Antarctica Black - Tírate a lo oscuro, de DDB Brasil para Guaraná Antarctica Black, Brasil - Silver
http://www.adlatina.com/publicidad/carne-y-unacem-ganaron-el-gran-effie-en-los-latin-american-effie-awards -
Effie Awards Latin America 2016
Effie Worldwide
Soccer Socks For Good, de DDB Brasil para McDonald's Brasil, Brasil - Bronze
http://www.adlatina.com/publicidad/carne-y-unacem-ganaron-el-gran-effie-en-los-latin-american-effie-awards -
15 Cannes Lions awards
Cannes Lions International Festival of Creativity
15 awards received during my tenure at DDB Brazil - 2013 to 2016.
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Jay Chiat Strategic Excellence Awards 2015
4As
MASP Museum, "Losers' Free Pass" - Silver
http://www.prnewswire.com/news-releases/4as-reveals-winners-of-2015-jay-chiat-awards-for-strategic-excellence-300155313.html?tc=eml_cleartime -
Planner of The Year - Professional Contribution To The Market
Association of Advertising Professionals Brazil - APP
http://appbrasil.org.br/wp-content/uploads/2014/11/https___doc-0g-2c-apps-viewer-googleusercontent.pdf
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Jay Chiat Strategic Excellence Awards 2014
4As
Johnson's Baby: Hello My Name Means - Bronze
https://www.warc.com/Pages/TopicsAndTrends/Features/Feature.aspx?ContentID=3285&Area=CaseStudies&DVals=4294856217&DRange=2014-2014&DDR=0&DCD=0 -
Planner of The Year
Brazilian Advertising Association - ABP
http://www.meioemensagem.com.br/home/comunicacao/2013/12/03/abp-revela-vencedores-do-destaque-profissional.html
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Young Lions Brazil - Awarded Planner
Young Lions
Idiomas
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English
Nível nativo ou bilíngue
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Portuguese
Nível nativo ou bilíngue
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Italian
Nível intermediário
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French
Nível básico
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Spanish
Nível intermediário
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