Alexandre Duarte PhD in Communication Sciences (specialization in Organizational and Strategic communications) by Universidade do Minho, is a Professor at Universidade Nova de Lisboa, researcher at ICNOVA/UNL and Invited Professor at Universidade Católica Portuguesa, where coordinates the Postgraduate Courses in Communication and Advertising Creativity, and Service Design. Having worked in several multinational advertising agencies for more than 20 years as a Senior Creative Copywriter, he was Tutor of the Young Marketers Academy of the EUROBEST Festival, CEO of RESTART – Institute of Arts and Creativity and advisor to SUPERBRANDS Portugal. Since 2021, is a member of the Research Committee of EDCOM - European Institute for Commercial Communications Education, and from 2024, assumed the Coordination of the Advertising Working Group of the Portuguese Association of Communication Sciences - SOPCOM. José Gabriel Andrade is a researcher and associate professor on media, marketing and communication at the University of Minho. José holds a European PhD in Communication Sciences from the Catholic University of Portugal with the support of the Portuguese Foundation for Science and Technology, Fundação para a Ciência e a Tecnologia (FCT) and a Master in Communication Sciences: Communication, Organization and New Technologies from the Portuguese Catholic University, Universidade Católica Portuguesa - UCP, with the support of the high level scholarship Program of the European Union for Latin America (Alban). He coordinated the master's degree on Digital Communication and integrated the structure responsible for quality management, internships, communication and interface with the community at the University, actively participating in the professional and personal development of the students.