• About – Insight 1

Luana Ferreira, MSc
International Marketing Expert for Creative Industry

Born and raised in Rio, based in Amsterdam since 2005, Luana is a all around marketing communications professional with passion for culture, arts and music. She is graduated as a Public Relations  by the State University of Rio de Janeiro (UERJ) and as an Economist (pre-master) and a Master of Science in Marketing,  for Arts and Entertainment by the Free University of  Amsterdam (VUAm). Further degrees are related to Project Management, Digital Development (Unilever), Digital Film Making (SAE), Contemporary Arts Studies (Sotheby’s Institute of Arts).

Luana is a world citizen and has been active across several fields of commerce in different countries and industries (Education, Oil&Gas, Research, Media, FMCG, Non-profit). From 2000 to 2014 she has managed projects,  developed markets, campaigns and brands for companies as ACnielsen, Infoglobo , Roberto Marinho Foundation, A Hora do Brasil Foundation, Heineken, Unilever, FrieslandCampina, with an eye for relevant concepts  and opportunities to generate business return.  In the past, it has included coordinating a trade census and developing markets in Lebanon (Heineken/Brasserie Almaza), discovering  and testing the world of Brand Experience in Amsterdam (Heineken Experience), helping categories to grow  through placement, when marketing investments have reached the top of brand awareness (Perfect Store – Unilever), launching revolutionary concepts in the market, as the first natural margarine (Becel Gold Nordics) or  building a whole new brand from the scratch through the first webseries of the Brazilian food industry (MMQ/Kroon). She believes the sky is the limit  and approaches new projects with fresh eyes, dedication, and respect for people’s talents and background.

In 2015, Luana has decided to follow her passion and has entered the world of enterpreneurship in Creative Industry and cultural marketing. She started up her own consultancy PR and Branding, signing  the Creative Direction of A Hora do Brasil Foundation, where she is a co-founder and has developed  concepts and projects since 2005. The Tarsila Platform and the Urban Poets formats were born and she has advised the MARCOM set up for Cinemasia Amsterdam. In 2016, has launched  the Roots platform, containing Botequim Brasil and The Brazilian Music Sessions at the Bimhuis (The Rio Edition NYE + 3 shows, celebrating the 100th anniversary of Samba, in the Summer).  The seminars “Art Talks” were organised in cooperation with KunsthalKade and CARP and and “What’s about Rio?” with Pakhuis De Zwijger, to complete the foundation’s scope for the first semester. In the Olympic games in Rio de Janeiro, she managed the PR of Bossa Nova Noites, a series of 9 shows with Alexandra Jackson and Daniel Jobim, around the city’s Olympic houses and hot spots.

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