Integrating Intellectual Property, Finance, and Valuation Workshop (São Paulo)

Networking Breakfast

Welcome Remarks (Emcee)

Emcees:

• Fernanda Magalhães, Partner and Head of Advertising of Media & Entertainment at Daniel Advogados, Brazil
• Nathalia Mazzonetto, Partner at Müller Mazzonetto – MommaLaw, Brazil

Introductory Remarks from MDIC, INPI and Co-Organizing Institutions

Keynote Address: Brazil’s Intangible Economy: Value, Investment, and Competitiveness
This keynote address will set the strategic context for the workshop by examining the growing role of intangible assets in Brazil’s economy. It will explore how intellectual property, brands, technology, data, innovation, and know-how are increasingly shaping enterprise value, investment decisions, financing opportunities, and long-term competitiveness.

The keynote will also frame why Brazil is at an important moment: as companies scale, innovate, internationalize, and seek new sources of capital, the ability to identify, protect, value, and communicate intangible assets is becoming central to investor confidence, business resilience, and national competitiveness.

Speakers:

• Filipe Bordalo di Luccio, Investments Manager at Brazilian Development Bank (BNDES), Brazil
• Silvia Bugelli, Former General Counsel of B3 and Secretary-General of the São Paulo Market Chamber, Brazil

Panel 1: From IP to Investment: How Can Brazil Unlock New Financing Pathways for Innovation?
This panel will explore the role of public institutions and financial actors in building trust in Brazil’s intangible economy. Speakers will consider what is needed for intangible assets to become more visible, credible, and financeable, including stronger valuation practices, better data, clearer governance, trusted public frameworks, and closer collaboration among companies, financial institutions, investors, IP offices, development banks, and policymakers. The panel will also bring the perspective of companies that build and finance innovation from within. Speakers will address how corporate R&D pipelines, technology portfolios, and knowledge-based assets are funded, structured, and presented to investors, lenders, and boards and what Brazilian innovators need from the financial system in order to keep investing at scale.

Moderator: Nathalia Mazzoneto, MommaLaw

Speakers:

• Lizandra Lima, Eurofarma, Brazil
• Joelson Sampaio, Professor, School of Economics, Business and Accounting of the University of São Paulo (FEA-USP), Brazil
• Cindy Scofano, iFood, Brazil
• Rodrigo Vieira Ventura, Brazilian National Institute of Industrial Property (INPI), Brazil

Panel 2 – Intangible Assets and Corporate Value: How Brazilian Brands Unlock Greater Value

This panel examines how leading Brazilian companies build, protect, and monetize brand value as a strategic business asset. Drawing on the experience of brand strategists and chief marketing officers, the discussion will focus on how brand equity, reputation, and innovation-driven positioning translate into corporate value and long-term competitiveness.

Speakers will explore how marketing leadership champions brand as an intangible asset inside the boardroom, and how companies can better communicate brand-driven value to investors, partners, and other stakeholders. The panel will also address lessons from globally recognized Brazilian brands on turning brand strength into market value and business growth.

Moderator: André Luis Flesch Bretanha Jorge, Director of Legal, Business and Regulatory Affairs, Grupo Boticário

Speakers:

• Ana Couto, Founder, Agência anacouto, Brazil
• Lizbeth Pagola, Legal Director, Trademark Counsel for Brazil, South Cone & Andean Region, PepsiCo
• Thais Moraes, Global Communications Director, EMBRAER

Final thoughts and key insights – Public Policy perspective

• Fernanda Magalhães, DANIEL, Brazil
• Natália S. Ruschel, Trade Analyst at Ministry of Development, Industry and Trade (MDIC), International Negotiations Department
• Peter Siemsen, President of the Brazilian Intellectual Property Association (ABPI)