Digital Influencers Can Be Powerful Brand Allies

Photo credit: Ricardo Matsukawa

The first panel of Young IP Professionals Day addressed the theme “Intellectual Property and Digital Influencers” with the participation of Ana Luiza Montaury, Senior Attorney at AZZAS 2154; Vanessa Ribeiro, Partner at Gusmão & Labrunie; Victoria Ripper, attorney and influencer; and Ana Luiza Castello Brigagão, Coordinator of ABPI’s Young IP Professionals Committee, as moderator.

Victoria Ripper explained that she began her work as an influencer during the pandemic, and today her routine is fully professionalized. She relies on an agency that manages all brand communications and relationships. She works with schedules, deadlines, and well-defined contracts. “Law practice and my work as an influencer have a lot in common. In both cases, we have clients, and everyone complains about us,” she joked.

According to Ana Luiza Montaury, content creation is relatively new, but influencers have existed for a long time. “Influencers used to be parents and teachers. Today, they are professionals—powerful allies who embody a brand’s image.”

Vanessa Ribeiro emphasized that influencer activity began with casual photo and video sharing but has now become a billion-dollar industry. “It is essential to highlight that IP serves as the legal foundation protecting and monetizing the creative work of digital influencers. Many aspects must be considered, such as copyright, image rights, or the use of music without authorization. Without due care, the consequences can be serious—claims for damages, content removal, or even contract termination.”

Moderator Ana Luiza Brigagão underlined the importance of influencer work in establishing trust-based relationships between brands and consumers, and in building a strong following.