Luiz Cesar Pimentel is the editor of the weekly magazine Istoé, the second largest in Brazil. He has worked in communications for 25 years, focusing on digital, strategy and transmedia storytelling. Luiz led the Brazilian operations of MySpace, Jovem Pan and R7. His career has seen him work as a reporter for Folha de S. Paulo, Carta Capital and TRIP magazine, as well as the manager of UOL and an international correspondent in Asia. Luiz has also written seven books in the area of communication. He holds postgraduate degrees in international journalism from the Poynter Institute in Florida and artificial intelligence for communication from the University of California, Berkeley.