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Fernand Alphen has a degree and a postgraduate degree in Business Administration from Fundação Getulio Vargas (FGV-SP), in addition to a degree in History from the University of São Paulo (USP). He started his career working with a pioneering digital advertising agency. In 1998, he joined F/Nazca Saatchi & Saatchi to set up the agency's digital department. In 2000, he became Creative Director and, in 2001, General Director of Planning. After 13 years at F/Nazca, he joined J. Walter Thompson as Head of Planning and Chief Strategy Officer, a position he held for six years. From 2016 to 2018, he was partner and responsible for marketing at Lua.net, a Social Commerce start-up.