In Brazil, where the marketing market grows at double-digit rates, those who bet on generic solutions are, in practice, signing their sentence of irrelevance. The data is clear: according to a study by FGV in partnership with Hotmart, the sector saw a 30% jump in jobs linked to the so-called Creator Economy in the last year, an irreversible movement that has reshaped the marketing landscape and demands new strategies from those who want to build a brand with real impact.
The growing presence of the Creator Economy, an economic ecosystem formed by content creators, which drives thousands of jobs and opportunities in Brazil, shows that brands that connect genuinely and strategically with their audiences, using digital channels and relevant content, have a much better chance of standing out and building lasting relationships.
But while this new economy flourishes, the market is flooded with ‘ready-made recipes’ sold by false gurus—seductive shortcuts that promise instant success but almost always end in frustration.
“Brand building isn’t done with templates or miracle formulas. A brand is built with strategy, purpose, and consistency,” says Leonardo Escorsim, Marketing expert at Turbo, an agency with nearly 30 years of experience, which translates ideas into solid strategies for companies that have understood that survival is not enough: you need to leave a mark.
For Escorsim, the challenge goes beyond aesthetics. “Creating a strong brand is about purpose, positioning, culture, customer experience… It’s about generating an identity so authentic that it becomes impossible to ignore,” he explains.
And on this point, he issues a warning: the meteoric expansion of the Creator Economy, which now involves around 2 million active content creators in Brazil, according to a survey by Influency.me, has intensified competition and made it essential for brands to know how to connect legitimately with their audiences. “Every client is unique, and every solution should be too. The mistake is believing there’s a universal model,” he emphasizes.
The scenario is one of speed: between March 2024 and March 2025, Brazil saw a 67% growth in the number of active creators. The result? Brands that don’t adapt quickly fall behind. “Marketing today is about deeply understanding who you want to reach and how to generate relevance. There’s no more room for shallow strategies,” Escorsim points out.
Turbo bets precisely on this: marketing that avoids the generic, diagnoses accurately, and designs tailored strategies. For those who want to stand out in a hyperconnected and noisy market, the path is clear: there are no shortcuts. There’s only hard work.
“Our role is to prevent our clients from falling into the traps of immediacy and to help build legitimate, strong, and lasting brands,” concludes Escorsim.
