In December 2023, INMA and Google News Initiative (GNI) awarded their fourth annual Elevate Scholarship to 50 news media professionals from 31 countries. This series features these impressive media professionals who are shaping our industry.

With a strong understanding of the vital role technology plays in modern journalism, Ana Raquel Lelles said she uses it to develop new products and content.

Since joining the team of MLabs, the branded content department of Metrópoles, in Brazil last year, she has been creating content for Brazilian entrepreneurs. That opportunity has allowed her to deepen her knowledge of marketing, data, product creation, and advertising.

“Branded content teams in the newsroom have the ability to combine the storytelling expertise of editorial output with the ambitions of advertisers to effectively engage target audiences. Major news publications have recognised the importance of sponsored content,” she said.

Working at MLabs has allowed Ana to see its importance, too:  “The success of branded content in the news business is reflected in publishers’ revenues,” she said. The company has set a new standard for creating content that emphasises a blend of journalism and advertising delivered through digital platforms.

“My main role is to produce short videos, articles, and other digital products, such as videocasts, with content of public interest sponsored by different brands,”

Ana said. For example, during the Brazilian National University Entrance Examination (ENEM) season, the MLabs team created “ENEM à Vista,” a videocast featuring interviews with teachers and students from the Católicas School discussing the exam, mental health, and study tips. Working in this space, she said, has made her “aware of the transformative power that data-driven strategies can bring to newsrooms.”

As an Elevate Scholar, she looks forward to digging deeper into strategies and growth opportunities, particularly in terms of revenue streams for news organisations. She is determined to one day parlay her interest and experience into taking a high-level position that will allow her to improve product offerings, leverage data-driven insights, and strengthen advertising strategies.

“This will fulfil my goal of increasing the value of the team and bringing journalism and advertising even further into harmony — without compromising the ethics of the publisher,” she said.

“I look forward to further exploring how the synergy between data-driven strategies and branded content offers a promising path for the future of newsrooms and content creators in the digital age. Ultimately, I am committed to advancing the business of news media in Brazil and beyond.” 

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