The presence of young executives like Isadora Oliveira and Matheus Batista illustrates changes in the Brazilian online marketing and reputation management market.
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A sector in transformation
The digital communications market in Brazil has been undergoing rapid change. The centrality of social media as a space for information and consumption has placed reputation and performance among the main challenges for organizations. In this scenario, new leaders have adopted more agile and data-driven management models, in line with global transformations in the sector.
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HI Assessoria’s operations
Among examples of this movement is HI Assessoria, which operates integratedly in areas such as press relations, social media, and digital marketing strategies. The agency focuses on online reputation, narrative monitoring, and crisis management—practices that have become central to companies, influencers, and public institutions.
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Isadora Oliveira and Matheus Batista
The agency is led by Isadora Oliveira, 26-year-old CEO of HI Assessoria. Her presence at the helm symbolizes the generational renewal in strategic positions in the sector. Alongside her, Matheus Batista works in paid traffic and digital performance, reinforcing the importance of using data and metrics in campaign management.
Their participation highlights how young executives are occupying a significant position in segments that simultaneously require creativity, data analysis, and rapid response to crises.
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Contemporary Challenges
Communications agencies face three major challenges today:
• informational volatility, with image crises that can escalate in minutes;
• increasing regulation, especially related to data privacy;
• and the pressure for measurable results, which requires a balance between creative narratives and performance metrics.
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Perspectives
Experts believe that the inclusion of young leaders in the sector follows an international trend, in which digital communication and marketing are becoming central elements of organizational strategy. The careers of professionals like Isadora Oliveira and Matheus Batista, both affiliated with HI Assessoria, indicate that the next decade will be marked by greater integration between reputation management, data analysis, and digital innovation.