PhD in Communication Sciences and Professor at the University of Minho, researcher in the “Communication, Organizations and Social Dynamics” line at the Center for Communication and Society Studies. The focus of his research is advertising as a platform for the exercise of citizenship and its interaction with consumer-citizens. It is also dedicated to global issues of citizenship and the emerging participation of civil society and studies the role of strategic and organizational communication as a driver of innovative and alternative forms of Territorial Communication, Place Branding, City Marketing and Destination Branding. Master in Sound and Image, specialized in Argument, from the Universidade Católica Portuguesa and Degree in Social Communication from Universidade Nova de Lisboa, teaches a variety of areas, from Advertising, Strategic Communication and Territorial Strategic Communication to Creativity and Screenwriting. Ana Duarte Melo has made her active contribution to academia also in several national and international scientific associations, namely within the scope of Sopcom – Sociedade Portuguesa de Comunicação, ECREA – European Communication Research and Education Association, where she was part of the board of directors of OSCS – Organizational and Strategic Communication Section during the maximum number of terms (2010-2016). He is currently Vice-Chair of the Participatory Communication Research Section of IAMCR – International Association for Media and Communication Research. He is part of the UM Cidades territorial knowledge transfer platform, being part of its scientific council since 2018. He has edited several international books, participated in and organized multiple scientific meetings. Before dedicating himself to academia, he believed he could change the world as a journalist. But she changed professions and was a creative director and advertising copywriter for more than 18 years. At Idioteque, she is co-author of the book Inteligência Territorial – Governança, Sustentabilidade e Transparência (2019).