Researching, creating and planning in digital media since 1999. Founder of Alright, he conceived NexOS as a territorial intelligence platform for media. Worked at agencies AG2, Cubocc, LiveAd and Escala in account management, media and business intelligence, serving Unilever, Diageo, Pepsico, Lojas Renner and Vivo. Co-creator of the social empowerment projects PortoAlegre.cc and Redenção.cc. Through the concept of Tramas do Invisível — integrating People, Markets, Moments and Inventories — he demonstrates how Artificial Intelligence can reveal contexts, map opportunities and restore value to local media outlets.
Published in Tramas
Araguaína, Brazil: nearly 90% of the economy is services and government, only 2% is agriculture
Surrounded by farmland in northern Tocantins, Araguaína looks like just another agricultural frontier town. The data says otherwise: services and public administration already add up to 86% of the city's economy, against just 2.49% for agriculture, and the biggest BNDES loans don't go to the farm: they go to the road that brings people from across the region looking for a hospital, a college, or a wholesaler.
Campina Grande, Brazil: 64% of all the city's credit is now real estate financing
Known for hosting the world's biggest São João festival, Campina Grande is also one of Paraíba's highest-income cities, trailing only the state capital. But the strongest data point is in long-term credit: 64% of everything the city borrows has already become real estate financing, a sign of wealth piling up in brick.
Juazeiro do Norte, Brazil: faith moves R$6.46 billion and makes the city the biggest economy in the Cariri region
In the heart of Ceará's Cariri region, devotion to Padre Cícero built a pilgrimage city that became a regional economic engine: services add up to 66.5% of GDP, spanning hospitals, colleges and commerce that draws people from the whole region. There's also a curious signal: the money circulating through Pix already exceeds the city's own declared income, a trace of an economy running below the official radar.
Governador Valadares, Brazil: industry is just 13% of GDP, what sustains the city is the white coat
In a city known for decades of migration to the United States, industry barely shows up: just 13% of GDP. What sustains the economy is a corridor of clinics, hospitals and doctor's offices serving people from neighboring towns. What wealth remains is among the most concentrated in Brazil.
Anápolis, Brazil: the crossroads city that became inland Goiás's biggest logistics and medicine hub
In the middle of Goiás farm country, a highway crossroads became the biggest logistics and medicine hub in inland Goiás. Here, the stereotype misleads: soybeans are just 1% of local GDP, and what really moves the city is the truck.
Parauapebas, Brazil: the R$26 billion iron-ore city that has almost no elderly
In the Serra dos Carajás, a R$26.4 billion economy runs on iron ore shipped out by rail: 84% of the wealth is mining. And there's an even rarer mark: only 1.6% of adults are elderly, one of the lowest rates in Brazil. Whoever arrives, arrives young; the money moves through Pix and motorcycles, not real estate.
Petrolina, Brazil: the 4th-richest city in Pernambuco is the country's top grape producer, deep in the backlands
In the São Francisco backlands, a city that became the country's biggest grape hub and one of its largest goat herds, exporting fruit to Europe. But the abundance holds a paradox: 40% of families still receive welfare, and one in five homes has no running water.
Caxias do Sul, Brazil: the city that builds the country's trucks and drives around in a beat-up Gol
Rio Grande do Sul's second-largest economy is a R$37.9 billion metal powerhouse — where farming is 1% of output and nearly half of all credit is real estate. But the iron city doesn't show off: its factory workers drive used hatchbacks, and thousands of decades-old Chevettes and Beetles still cross the highlands.
Foz do Iguaçu: 64% of the economy is energy, not tourism
64% of the economy is industry — and industry here means Itaipu, not the Falls. Wealth in the top 10% and an SPI Opportunity score of 43: two Foz on the same bridge.
Imperatriz, Brazil: where the card reader and welfare share the same sidewalk
Top 10% in Brazil for Pix and credit, living alongside a third of households on Bolsa Família. The 'gateway to the Amazon' runs on commerce, not soy.
Dourados, Brazil: R$20bn in wealth and almost no new jobs
Income and credit in the country's top 2%, job creation at rock bottom (among the 2% with the least job creation in Brazil), and the largest urban Indigenous reserve in the country invisible in the numbers.
In Brazil, the electric car has two addresses: the gated community and the backlands
Eusébio, in Ceará, has more electric cars than Alphaville — and it's growing faster. The electrification map doesn't run where everyone assumed, and it reveals two economies of the electric car living in the same ranking.
Araraquara, Brazil: the rich city that barely uses Pix
Top 2% in Brazil for total payroll and Bolsa Família among the lowest 10% — yet it moves money like a small town, off Pix. The 'sugarcane capital' that is, on paper, salary and services.
Batatec 2026: Brazil's biggest sweet-potato fair, in a city where agro is 0.5% of GDP
Presidente Prudente barely grows any sweet potato — the crop is in the surrounding towns. The city is a services showcase and the media capital of the Oeste Paulista. It's from that crossing that Brazil's largest sweet-potato tech fair is born. How a brand talks to this market — from field to table.
VW Tera: the SUV that was born a leader
Launched in 2025, the Tera is already Brazil's best-selling new SUV — and São Paulo's, where it outsells the HR-V two to one. But the Greater São Paulo map shows that 'national leader' doesn't mean leader on every corner. What the garage reveals about who buys an SUV in Brazil.
Mickey Mouse, R$ 100 million and 250,000 people at Expo Rio Verde 2026
Mickey Mouse is a rodeo bull valued at R$ 1.2 million — and the star of a fair in a city of 225,000 people that receives R$ 4.8 billion in Pix a month. Welcome to the Harvest City: how a brand talks to the agribusiness powerhouse of Southwest Goiás.
FENAGEN 2026: in the city of sweets, the champion bull is chosen by genetics — not by looks
Pelotas is the land of sweets, of charque and of the cold off the lagoon. In the first days of July it becomes the capital of data-driven beef genetics — where the bull stops winning on beauty and starts winning on a spreadsheet. Welcome to FENAGEN, and to what it reveals about a city reinventing its own calling.
Mossoró, Brazil: the oil-and-salt capital that lives on the public payroll
Elite income at the top (top 1% in Brazil), but what holds up the GDP is services and the public payroll — farming is just 2.7%.
MilkShow 2026: in Patos de Minas, the local portal beats Globo in your media plan
The largest dairy fair in Central Brazil happens in a town that is the opposite of a media void: a complete hub, where the town's own portal (patoshoje.com.br) has more audience intensity than globo.com. How a national brand talks to the dairy community — without overpaying for the wrong address.
Chapecó: the farm capital that barely farms
The capital of western Santa Catarina barely plants anything — it processes. The region's grain and livestock turn into protein, which is why industry is worth 28% of the economy and farming, just 2%.
Feagro 2026: 80,000 people and 4 local radio stations for your media plan
Latin America's largest Jersey cattle show moves R$ 200 million in Braço do Norte (SC) — a town that media tools treat as empty, but that has a weekly newspaper since 1997, four radio stations and a programmatic media oasis. How a national brand talks to this community.
Sinop, Brazil: the R$11bn farm city where farming is only 12% of the economy
The unofficial capital of northern Mato Grosso posts metropolis numbers — credit 164% above the national average, 25,000 pickup trucks, local media with a real audience. But the soy that built it has already turned into something else: services, clinics and colleges.
NexOS Planner: the method that reads the territory before buying media
The five phases of the Tramas do Invisível method applied to the media plan — because belonging is worth more than reach.
Google Ads "erases" 80% of Brazilian cities. Did you know?
The biggest blackout in Brazilian media isn't technological. It's territorial. And nobody is questioning it.
Census reveals 13 ways of living in Brazil
Ponta Verde has 20.3% senior couples. Benedito Bentes has 9.8% families with toddlers. Treating both as 'adults 25-54' is burning money.
Forró, sound cars and weekend Pix: how AI reads what moves a territory
Data tells what. Tramas tell why and how. A new way to read Brazil — municipality by municipality.
1,974 Brazilian cities have zero newspapers, radio stations, or news websites
1,974 Brazilian municipalities have zero local media outlets. Nearly 12 million adults invisible to brands, governments, and algorithms.
Invisible Networks — by Domingos Secco Junior
Brazil demands a new way to read media, territory, and society
Manifesto — Invisible Networks
A living map of Brazil that pulses through its territories
Territorial Intelligence
How Invisible Networks transform territory into intelligence, and intelligence into legitimate presence.