Business
How Festup and APP Brasil Shape Advertising Careers
Marcos Braga explores how the association's events and awards connect communications students with industry leaders.
Marcos Braga details how initiatives by the Association of Advertising Professionals bridge the gap between universities and the industry. The Festup festival combines lectures, networking, and career opportunities for emerging communications talent.
Marcos Braga, CEO and co-founder of Amigos do Mercado, highlighted during a conversation with Bruno Gimenes on Marketing - The Podcast the impact of APP Brasil (Association of Advertising Professionals) and Festup in developing emerging talent and bridging the gap between universities and the advertising industry.
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Connecting students with the advertising industry
Festup brings together students from various regions to attend lectures and engage with active professionals. Braga highlights the event as a decisive bridge for those launching their careers: "I consider it the main event today connecting communications students and professionals." To attend the panels, entire classes organize dedicated trips: "People would come on buses, traveling three to four hours each way on the same day," Braga reports. In the video above, you can watch the full discussion on the festival's dynamics and the exchange of experiences between veterans and undergraduates.
The history of APP Brasil's academic awards
Braga's relationship with the association began during his university years, driven by the organization's traditional academic competition. "I graduated in 2004. In 2004, I already competed in APP's capstone project contest. That was the first advertising industry entity I ever got to know," says Braga. For decades, evaluating senior capstone projects has served as a showcase for recent graduates to demonstrate technical competence to industry leaders.
Educational purpose and opportunities for new professionals
With events expanding into regional cities in São Paulo state such as Lins, the festival began bringing together speakers from major agencies and media outlets alongside local academic leaders, such as those from UniSalesiano. Attendees take advantage of direct interactions to understand real agency demands, seek career guidance, and hand over resumes. For Braga, continuing these initiatives ensures knowledge sharing and keeps the sector open to new talent.
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