BPool

Confiança, praticidade e qualidade! Acelerando a transformação digital através do modelo EGM (En

13/08/2026

In the 54th episode of B IS THE NEW A, The Podcast, Davi Cury sits down with Ana Paula Passarelli, known as Ana Paula Passarelli

Co-founder and Chief Business Officer of Brunch® , she is the first woman and the youngest person ever to serve as President of Sinapro.SP in the organization’s 83-year history. She is also a professor at FAAP and one of Brazil’s leading voices in influencer marketing and the creator economy.

In this conversation, Passa shares her perspective on breaking cycles, leading a century-old institution without becoming constrained by tradition, and what truly separates influence from audience.

Don’t miss it 🙂

Link in bio 🔗

07/08/2026

As AI evolves from supporting decisions to making them, governance becomes a strategic capability rather than a compliance requirement.

In his latest article for E-Commerce Brasil | Portal de Notícias sobre Comércio Eletrônico , Roberto Sirotsky explores how agentic AI is reshaping procurement, shifting the conversation from automation to accountability. As intelligent systems gain autonomy, organizations must redefine governance, establish clear guardrails, and ensure that human responsibility keeps pace with technological progress.

Read the full article.
Link in bio.

06/08/2026

Information has become abundant.
Knowledge remains a human endeavor.

In her latest article for RH pra Você , Simone Gasperin Farneda revisits Jerome Bruner’s seminal concept Going Beyond the Information Given to examine one of the defining challenges of the AI era: information is increasingly generated, organized, and retrieved by machines, while knowledge still depends on interpretation, synthesis, and judgment.

Bringing together ideas from Jerome Bruner, Daniel Kahneman, Edgar Morin, and recent discussions at SXSW, the article argues that the ability to connect disciplines, question assumptions, and create new meaning from existing information is becoming an increasingly valuable competitive advantage for professionals and organizations.

Read the full article.

Link in bio.

Ollo | Open Talent

04/08/2026

More budget doesn’t necessarily lead to better marketing. Better decisions do.

As marketing grows more complex, competitive advantage is increasingly defined by how organizations allocate capital, connect creativity with technology and data, and build systems that generate long-term value.

In his latest article for the Academia Brasileira de Marketing , Daniel Prianti explores why the conversation is shifting from budget size to investment quality and what this means for marketing leaders.

Read the full article.
Link in bio.

30/07/2026

Human-centered creativity leaves a lasting impression.

nationcreativeshop ’s latest work for Delboni (Dasa), “Confiança que se sente,” is a beautiful example of how strategic thinking, exceptional craft and emotional storytelling come together to create meaningful brand experiences.

We’re proud to have connected the right creative partner to bring this project to life ♥️

B is the new A.

Luciana Haguiara

29/07/2026

Let’s get to work.

Today we’re showcasing an incredible project delivered by HIKE for Lux, created for São João, one of Brazil’s most iconic cultural celebrations and a tradition deeply rooted in the country’s Northeast.

By connecting brands with the right creative partners, we help transform cultural relevance into meaningful brand experiences.

Creativity

22/07/2026

What can a 19th-century military doctrine teach today’s leaders?
One of the most thought-provoking concepts presented by Contagious at Cannes Lions 2026 was Auftragstaktik, a doctrine built on a simple idea: when reality changes faster than the plan, detailed instructions quickly lose their value.

Instead of prescribing every step, effective leaders provide context, strategic intent and clear objectives, enabling the people closest to the situation to make faster, better-informed decisions.

In an increasingly unpredictable business environment, adaptation depends less on controlling every variable and more on creating the conditions for better decisions across the organization.

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Link in bio.

14/07/2026

Marketing doesn’t have an AI problem. It has an operating model problem.

As AI commoditizes ex*****on and consumers gain unprecedented access to information, sustainable differentiation depends on something far less discussed: how marketing is organized.

In his latest article for Economia SP , Roberto Sirotsky explores why efficiency alone doesn’t build preference. The future belongs to organizations capable of combining creativity, operational excellence, and smarter operating models.

Read the full article.

Link in bio.

07/07/2026

When brands create products that become part of culture, conversations follow.

Cif Antimufa is more than a campaign, it’s a product innovation inspired by one of Argentina’s most iconic football rituals, combining proven cleaning technology with cultural relevance at a moment when football is at the center of the country’s attention 🎯

Proud to have enabled this project by connecting the right creative ecosystem to bring the idea to life 💫

Congratulations to Becoming, Nro.3 , and, of course, our client Unilever.

06/07/2026

For years, procurement’s digital transformation was measured by operational efficiency. Today, that is no longer enough.

In his latest article for E-Commerce Brasil | Portal de Notícias sobre Comércio Eletrônico Roberto Sirotsky argues that artificial intelligence is shifting procurement’s center of gravity, from automating processes to improving the quality of decisions.

As AI expands analytical capabilities, procurement is becoming increasingly influential in capital allocation, risk management, and the strategic decisions that shape business competitiveness.

Read the full article.
Link in bio.

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