Gloria Dagnino is Responsible of the Equal Opportunities Service of Università della Svizzera italiana (USI). She holds a PhD in Communication Sciences from USI. From 2017 to 2018 she was visiting research fellow at the University of East London, thanks to an Early.Postdoc Mobility grant from the Swiss National Science Foundation. She has taught at different European universities (University of Strasbourg, Catholic University of the Sacred Heart in Milan, University of East London) and she collaborates as adjunct lecturer at USI. As a researcher, her main interests concern the practices, regulations and socio-cultural implications of the convergence between entertainment and commercial communications, notably through branded content and product placement. She is Vice-Chair of the ECREA Advertising Research Temporary Woking Group and member of the Branded Content Research Network.