Fernando Alonso is an advertising executive and vice president at Africa Creative, one of the most important agencies in the world. Recognized for his bold vision, cultural sensitivity, and strategic articulation, Alonso is considered one of the most influential figures in modern Brazilian advertising entertainment. He was one of the masterminds and responsible for bringing Madonna to the Itaú 100th anniversary campaign, personally leading the negotiation with the artist and her team. This move not only made advertising history but also triggered the biggest free concert of the singer's career in Brazil, at Copacabana Beach — and, with that, created a new date in Rio de Janeiro's official event calendar. A feat that shows how creativity goes beyond advertising: it impacts the culture and economy of an entire city. Currently, Fernando Alonso leads the hiring of influencers and celebrities for campaigns for brands such as Natura, Budweiser, Sadia, Qualy, Brahma, among others. Winner of more than 60 Lions at the Cannes Festival and 3 Grand Prix — considered the Oscars of Advertising — Fernando Alonso is one of the most awarded creatives in Brazil and the world.