A carioca company is behind the event that moved Sao Paulo last weekend – and will do it again in the next three days, the The Town festival. This is the Dreamers group, founded by publicist Roberto Medina, born in Rio de Janeiro.
Although Dreamers was only created in 2020, its construction dates back to the 1960s, when Artplan, the group’s advertising arm, was created by a very young Roberto, who already saw communication as an opportunity to build many points of contact through a great idea.
In the 1980s, in their early 30s, Medina received the briefing of a brewery that had a problem of communication with young people. The solution to that problem was to create one of the biggest music festivals in the world: Rock in Rio was born. “The festival was born as an advertising solution,” says Rodolfo Medina, CEO and the founder’s son, in an interview with Podcast From scratch to the top, Posted in March 2024.
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Today, Artplan is Brazil’s third largest advertising agency in media buying, according to the CENP MEAN ranking. But this is just one of 17 companies in the group commanded, now, by Rodolfo. Among them are Dream Factory, entertainment and live marketing, Aeo Rock in Rio, which has become a separate company, I have giant shareholders like Live Nation.
With Fluminense tradition, the company landed with its own event in Sao Paulo in 2023 with a superlative operation: there were 500,000 people in five days, 220 activations, 125 shows, nine environments, six stages, and 235 hours of experience. The 2025 edition takes place in a total area of 460,000 m², equivalent to 70 soccer fields.
To learn more about the history of the Dreamers group, producer of The Town and Rock in Rio, follow the full podcast. The program is available on video and podcast version on the main streaming platforms such as,,,
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About zero to the top
The podcast enters its fifth year of life and brings, with each episode, an entrepreneur or prominent entrepreneur in the Brazilian market to tell his story, sharing the biggest challenges faced along the way and the main strategies used in business construction.
The program has already received names such as O; one of the founders of the free market; the entrepreneur; Chairman of Cognna; ; Supley group co -founder; CEO and founder of 3Tentos; Executive responsible for Renner’s rise; Founder of XP Investimentos; and told dozens of success stories.
