Rio Soft Power – International Meeting of Creative Industries (Encontro Internacional da Indústria Criativa) is a strategic initiative launched by Firjan (the Federation of Industries of the State of Rio de Janeiro) designed to showcase, connect, and elevate Rio de Janeiro's unique cultural assets and lifestyle into tangible global economic value.
Hosted at Casa Firjan, the conference gathered national and international experts, business leaders, and creators to debate how the identity, lifestyle, and diverse cultural sectors of Rio can actively attract investments, foster innovation, and strengthen the broader creative economy.
Konrad Jagodzinski, Place Branding Director at Brand Finance, explored in the keynote speech how soft power can be used strategically to help businesses internationalise and strengthen their brand value across different cultural and economic markets. He also highlighted how Brand Finance’s expertise, including insights from the Global Soft Power Index, can help places like Rio de Janeiro as well as organisations of all kinds develop strategies that enhance their global reputation and influence.
Konrad leads Brand Finance’s place branding and soft power practice. He liaises with clients, directs consulting projects, and is responsible for the creation and promotion of the annual Global Soft Power Index, Nation Brands, and City Index studies.
Konrad has extensive experience in advising clients in the fields of place branding and public diplomacy. Before joining Brand Finance, he worked at the Polish Embassy in London where he developed and delivered successful marketing communications campaigns as well as media relations programmes of official engagements by the president, prime minister, government ministers, and the ambassador.
In his role at Brand Finance, Konrad has advised a variety of place branding organisations, including the GREAT Britain and Northern Ireland Campaign, New Zealand Story, and Cape Town Tourism.
Before moving on to grow the place branding practice, Konrad was the Communications Director of Brand Finance and Managing Director of Brand Finance’s PR agency – Brand Dialogue for 5 years. He has a proven track record in executing integrated communications strategies, having been responsible for publishing nearly 100 industry and country reports on the world’s most valuable brands on an annual basis.
Konrad has qualified with the Professional PR Diploma from the Chartered Institute of Public Relations (CIPR). He studied European Studies MA at King’s College London and the Humboldt University in Berlin, and International Relations with Political Science BA at the University of Birmingham.