Yugo Motta Aragão

Such a pleasure to interview Fernando Machado today and hear firsthand about his incredible marketing career. Fernando's journey has been nothing short of legendary, leading some of the most iconic campaigns and platforms in our industry's history. From BK's "Have it your way" to Dove's "Real Beauty," his impact has been felt across decades. My biggest takeaway: In a world where shiny new objects often steal the spotlight, especially for new CMOs eager to leave their mark, Fernando's wisdom shines through… Consistency is king. Building a brand property is done over time and the best marketers build on what’s already working. Fernando’s first conversations were with those who came 10 or 20 years before him at Dove. The ‘Real Beauty’ platform was in place for 10 years already when he arrived. In fact, David Ogilvy came up with the three quarter moisturising claim for Dove back in the 50’s but that was still so valuable to the brand. The classic CMO mistake is to come in and think you should throw all of that out and start something new. Be humble, be respectful and don’t throw out what’s working. Instead, look for new modern insights to deploy within the same position or platform. Big thanks to Fernando, Angela, Tobi, Monty & Steve for an enlightening discussion! #RealBeauty #BrandBuilding

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Coca-Cola's new campaign, developed by David Miami, redefines traditional marketing by focusing on authentic human moments instead of making the product the hero. Through TV, out-of-home, and digital out-of-home ads in the US and Brazil, "Spills" highlights the importance of human connections, especially in a world still adjusting to post-pandemic life and facing global challenges. Authenticity was key in the production of "Spills." The goal was to capture spontaneous and genuine moments with meticulous attention to color coordination to direct the viewer's eye to the right place. The mix of slow motion and reverse filming required precise production, but also allowed for uncontrollable elements, like the reactions of an on-screen dog. The result is a campaign that captures the emotions behind human interactions, showing how Coca-Cola naturally integrates into these moments. At FFB Creative, we believe in the importance of deeply understanding the brand and its values to develop authentic marketing strategies that culturally connect with the audience. Working closely with our clients, as we did with Coca-Cola, allows us to create campaigns that not only promote products but also resonate emotionally with the public. If you're looking for an agency that values authenticity and human connections in every marketing strategy, let's talk! . . #StrategicMarketing #Branding #HumanConnections #CocaCola #DavidMiami #FFBCreative

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In the USA, #marketing represents an annual #advertising expenditure of around $240 billion, with a focus on digital strategies and influencers. Meanwhile, in Brazil, the advertising market reaches approximately $20 billion annually, driven by the rise of content marketing and social media. A noteworthy curiosity: while #Americans value individuality, #Brazilians prioritize personal relationships with brands, offering different approaches for campaign success. Knowledge leads to a sharp market #strategy, not just general content. That was one of the topics I discussed on the PodDarnegocio #podcast: a recurring subject about the differences between the two markets. Thank you PodDarnegocio.

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Coachella: a cautionary tale for brands. Despite its star-studded lineups and passionate attendees (we see you, Taylor Swift!), the festival recently hit a sour note with a record-breaking lack of interest. Over the years, Coachella went from music fest to brand extravaganza. Brands, eager to be 'cool,' splurged on everything from art installations to VIP parties, reaping short-term benefits and boosting Coachella's visibility as a marketing benchmark. But nothing lasts forever, and now they're facing the music. What does Coachella stand for today? What legacy has it created? Without clear guidelines for partnerships, space usage, and participation - letting people use it the way they saw fit - Coachella's brand has been diluted away. Brands, take note: protecting your equity goes beyond logos. Comprehensive guidelines should cover employee conduct, decor, and partnership strategies, ensuring a cohesive brand experience. Coachella can bounce back, but it will take deep reflection before next year's lineup announcement to reclaim the essence that made it special to begin with. #Coachella #Brand #BrandExperience

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In all honesty, I think the UK and Brazil are the best countries in the world for advertising. Brazil constantly surprises me with amazing “one offs” , ads that use pop culture in such a surprising way. Look at this one from iFood (the Brazilian version of Uber Eats) , for example. They took a participant from Big Brother, the massive cultural phenomenon in the country, known for being loud and talking nonstop, to “stay silent” for 30s, enjoying the food. Rug pull at its best. Take a look: https://lnkd.in/eFMCb-ZG The UK, on the other hand, is a master in long standing platform ideas. Ideas that endure the test of time with different executions. A gift that keeps on giving. Like the “Ascot You” platform. I absolutely love it. It is an idea that doesn’t talk about the Ascot experience, but what it does to people. A clever strategy of associating a feeling with an event that is so British. Yes, our industry produces a lot of shit, but it’s so refreshing to see countries/cultures that still get it.

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With hundreds of companies unveiling their annual impact reports at the same time, a common question arises amongst brands: How many eyes will my report capture, and will it reach the right audiences? With 3BL’s ReportAlert the performance of your sustainability report is beyond doubt, here’s why 👉 💬 Learn more: https://lnkd.in/gRxfs6wE

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Ever wondered what the road to becoming a mega #influencer looks like? Tune in to this weeks #StokeSession where I talk with Miguel Raya (aka #CookingWithFire ) about his journey to becoming one of the largest #BBQ influencers on the planet. Some key nuggets included for brands looking to work with influencers as well as influencers looking to work with brands. As always, feedback is welcomed and if you've got a topic you'd like to discuss on a future session, shout it out 💯 === #influencerMarketing

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Heineken's "Pub Museums": A Case Study in Creative and Experiential Marketing The HEINEKEN Company has launched a campaign in Ireland called 'Pub Museums' to showcase the value and importance of Irish pubs. The campaign, created by ad agencies LePub and Publicis Dublin, launched in April 2024. Each participating pub has been transformed into a virtual museum, featuring historical artifacts, audio guides, and souvenirs. Visitors can scan a QR code to discover pub history through augmented reality. The campaign uses indoor navigation, geolocation, and photogrammetry to create an immersive experience. The campaign aims to safeguard pubs for generations to come. Gaining recognition as an official museum would provide pubs with opportunities and resources usually reserved for other cultural landmarks. Heineken® is exploring how these pubs can apply for official museum accreditation via a national accreditation program. Heineken's "Pub Museums" campaign in Ireland is a masterclass in blending heritage preservation with cutting-edge technology to create a truly immersive brand experience. 📌 Here's what makes it tick: Unique Selling Proposition (USP): Transform traditional pubs into virtual museums, highlighting their cultural significance. Engaging User Experience (UX): Leverages AR technology for a seamless exploration of historical artifacts via smartphones. Interactive Storytelling: Pubs become living museums with 3D object recognition and audio guides. Sustainability Focus: Aims to secure official museum status for pubs, ensuring their survival for future generations. 📌 Marketers can be inspired by: Emotional Connection: The campaign taps into love for Irish pubs and their rich history, fostering brand loyalty for Heineken. Innovative Technology: AR creates a unique and engaging way to learn about the pubs, driving user interest. Tangible Impact: The campaign goes beyond brand promotion, aiming to preserve cultural heritage. Heineken's "Pub Museums" is more than just an ad campaign - it's a blueprint for innovative marketing that marries marrying technology with storytelling and social responsibility. #Heineken #PubMuseums #socialmediamarketing #branding #marketingagency #socialmediamarketingagency #krakowsocialmediamarketing #socialmediamarketingpoland #dublinsocialmediamarketing #marketinginspiration #connections #community #letsconnect  #ARmarketing #experientialmarketing #culturalheritage

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The trend of Brazilian marketing has made its way to the Netherlands, just as the name suggests. Originating from Brazil, this eye-catching advertising approach has captured the attention of Dutch businesses and their target audiences. So, what exactly is Brazilian marketing? In this unique trend, videos are created where things don’t go according to plan. What's your Brazilian Marketing viral video? Often, these videos end with a humorous mishap, reminiscent of the classic “funny home videos.” But here’s the twist: right at the moment of impact, the video transitions to a promotional clip from the creator (usually a company) showcasing their product or service. The result? A funny, approachable, and often authentic way of advertising. These ingredients are precisely what can propel content to go viral on TikTok. So, whether it’s a slip, a stumble, or a surprise, Brazilian marketing adds a playful twist to advertising – and it’s working! 😄🚀1. Source: frankwatching.com #brazilianmarketing #marketing #viral #content #advertising

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🌟About a quintet of successful influencer marketing in the interview with Pasha Medvedev for Brazil's top media-outlet Meio&Mensagem ☝️With the livestreaming audience projected to reach 1.41 billion by 2025, brands have a golden opportunity to engage consumers in real-time on platforms like Instagram, TikTok, and YouTube. 📈 As the popularity of livestreaming continues to soar, influencer advertising in Brazil is experiencing rapid growth, with spending expected to reach US$458.20m by 2024. Brands are recognizing the power of livestreaming influencers to connect with diverse audiences and foster deeper brand connections in an increasingly multicultural landscape. 🌐 As livestreaming continues to evolve, brands should consider a diverse portfolio of influencers, leverage AI for personalized marketing campaigns, and explore livestream ecommerce opportunities to unlock new revenue streams. Here are 5 Essential Tips for Influencer Marketing Success 1️⃣ Embrace influencers of all sizes, from nano to mega, to reach diverse audiences. 2️⃣ Deepen brand connections with livestreamers for greater authenticity and inclusivity. 3️⃣ Expand beyond gaming content to tap into the growing popularity of non-gaming livestreams. 4️⃣ Utilize AI for personalized marketing campaigns that resonate with consumers. 5️⃣ Explore livestream ecommerce opportunities to drive new revenue streams and engage consumers in innovative ways. 🚀 Now is the time for brands to adapt and thrive in the dynamic world of social media marketing. Don't miss out on the opportunity to connect with consumers in real-time and drive meaningful engagement. Read the full interview with numbers here https://lnkd.in/gbAQjfDK #InfluencerMarketing #Livestreaming #SocialMediaGrowth

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With the week coming to a close, I’m still reflecting on everything I absorbed at Mirren Live 2024. Key Takeaways: From Bianca Guimaraes, I’m taking away the importance of distilling the brief into key elements (the “enemy” > insight > brand/product role > emotional benefit) to achieve powerful creative execution. As well as the reminder to always partner with clients along the way, frame the strategy and then share the final outcome/creative/game play once everyone is well aligned on how we got there. The “Innovating Targeting, Data & AI for a Post-Cookie World” session was also super insightful. Remembering Matt Weiss’ focus on personalized content and Tom Morrissy’s reminder to always stay relevant to our clients by proactively sharing with our clients and partners the “must knows” of this ever changing landscape. Most of all, the fantastic follow-up discussions with my partner in crime Emily Fogarty. Plus all the wonderful peers we got to chat with, learn from and hang out. Aside from those mentioned above, special shoutout to Justin Wohlstadter, Erin Spalding, Kyle O'Brien, Simone Oppenheimer Mandel and the teams at Resonate and Mirren Business Development. Feeling energized to apply these learnings as we elevate Part and Sum's strategic solutions. Looking forward to more inspiring conversations on the future of advertising! #MirrenLive2024 #StrategyInsights #DataAndAI #CreativePartnership

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AIMM Member Spotlight: Havas' Meaningful Brands Study, PepsiCo's "Talking Sabor", and BODEN Agency's "The Power of the Mamiverse". In its 15th year, Havas' Meaningful Brands Study stands out for its dedication to understanding consumer sentiment and impact, offering insights that go beyond traditional metrics and emphasizes that prioritizing inclusivity is not merely a checkbox but a winning strategy for the future. PepsiCo's 'Talking Sabor', hosted by Aarón Sánchez, elevates cultural conversations around forging deeper connections with Hispanic people and traditions through food. By focusing on how taste represents a fusion of flavor and identity, we are able to learn how food serves as a bridge between the past and the present, connecting individuals to their cultural roots and traditions. Boden's exploration of the Power of the Mamiverse recognizes the influential role that mothers play in shaping culture, community, and consumer behavior. In many cultures, mothers are the primary caregivers and decision-makers within households; by wielding significant influence over family dynamics, purchasing choices, and societal norms, their unique perspectives are able to drive meaningful change. To these AIMM members, keep up the good work!

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The Bald Thru | Burger King Brazil & DAVID São Paulo Agency The professional experiential campaign called 'The Bald Thru' was launched in Brazil in May 2024. It was created for Burger King Brazil by the ad agency DAVID São Paulo. Brazil has various types of baldness, which often sparks discussions on social media, such as the little pool bald, the hairy bald, and the long forehead. Burger King® decided to honor a specific type of baldness, The Bald Thru, with a campaign where individuals with this type of baldness receive a free Whopper when they visit a BK Drive®. The campaign includes a film created by DAVID São Paulo, showcasing the concept of “The Bald Thru” and how to participate. It also utilizes social media platforms like META, X (Twitter), and TikTok. The reward is exclusively available for those who order through the drive-thru at participating store locations. This campaign is an exemplary case of leveraging social trends and physical traits to create a memorable and engaging marketing initiative. By focusing on a humorous and relatable aspect of everyday life—baldness—Burger King and DAVID São Paulo managed to capture widespread attention. The use of a film and multiple social media platforms ensured that the campaign reached a broad audience. The interactive element of visiting a drive-thru for a free Whopper not only drove foot traffic but also encouraged social media sharing, amplifying the campaign's reach. The results were impressive: hundreds of sandwiches distributed in just a few days, over half a million bald individuals visiting BK restaurants, and more than 22 thousand videos and posts generated on major social media platforms within the first five days. This campaign highlights the effectiveness of combining humor, relatability, and a clear call to action in driving engagement and brand awareness. Agency: DAVID São Paulo Global CCO: Pancho Cassis ECDs: Fabrício Pretto, Rogério Chaves, Renata Leao, Marie Julie Gerbauld ACD: Renato Simon Art Director: Tiago Embrizi Copywriter: Rafael Barreiros Production team: Fernanda Peixoto, Ana Marques, Letícia Brito Editor: Silvio Figueira, Victor Folha Strategy: Carolina Silva, Daniela Altenfelder, Barbara Pires, Helder Silva Innovation & Tech: Toni Ferreira Social Media: Bárbara Bueno, Marcelo Reis, Ully Correa Global PR Director: Sandra Azedo #advertising #marketingtips #productcomparison #creativity #businessstrategy #branding #digitalmarketing #competitiveedge #marketinginsights #socialmediamarketing #branding #marketingagency #socialmediamarketingagency #socialmediamarketingpoland #krakowsocialmediamarketing #marketinginspiration #connections #community #letsconnect  #producthighlight #consumerattention #experientialmarketing #socialmediacampaign #burgerking #baldthru #davidsaopaulo

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Arc was the most-awarded commerce agency at this year’s REGGIE Awards. 9 times. Reality: When you choose a life in marketing, you don’t always get to market things (brands, services, ideas) that directly align with your personal values. This year’s award-winning work created in partnership by Arc and Unilever: - Amplifies multicultural voices - Eschews perfection - Promotes family connection and positive self-worth in young women - Provides affordable, healthy meal options to families Do these align with my personal values? Yes. Yes. Yes. And…Yes. It thrills me to see this work connect with people, build businesses, perpetuate good in the world, and receive recognition for all of it. #IrresistibleCommerce #REGGIE #award #Unilever #ClientPartner #arcww

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It’s evident that the digital landscape is always evolving, and the future of TikTok has raised questions for social media agencies, influencers, and business owners. As we imagine how this could affect many industries, here are some thoughts from our CEO Elle De Freitas. What would a ban mean for brands who rely heavily on TikTok as part of their marketing strategy?  “If a brand relies heavily on TikTok for marketing, and TikTok is banned, they’ll have to rely heavily on another channel. Realistically, that’ll be Instagram, but maybe a new platform will step into the space. What will be interesting to see is if content needs to be adapted to Instagram (they are currently very different), or if the 1b TikTok users start using Instagram more, their content preferences will dominate the algorithm, and so TikTok style content will start performing better on Instagram.” What should brands be doing or thinking about? (diversifying more into IG, YouTube, etc. not to worry yet). Are you advising your brands in any way right now, and are there concerns? “Firstly, the ban is a long way from coming to fruition, as I see it. On average, 3% of bills passed by the house get signed into law. This one will be particularly tricky to get done, on grounds of freedom of speech and meddling in private business. So, it’s unlikely to pass. Then, in the instance it does get signed into law, the law as it stands is not a ban of TikTok in the US, but a sale of the US part of TikTok, to a US entity. Multiple US entities have already spoken up, offering to buy it. It’s unlikely that something so valuable would be shut down for zero value, instead of being sold for billions of dollars. Our advice is therefore not to worry, and really, to take advantage of the fact other brands might be pulling back, leaving less competition for consumer eyes. Additionally, TikTok is about reach, it’s about new user's eyes, and less about community building (unlike IG). Therefore, if TikTok is shut down, any money invested on TikTok is not lost or wasted because it still achieved the goal of getting your brand in front of new eyes. Unlike say, IG, where the investment is spent building a following and community, which is lost if the platform is shut down.” What does TikTok have in terms of the audience, features, etc. that could not be replicated on other platforms? How would this impact Wonderkind’s work? “If you make great content, like I believe we do, TikTok is excellent for reach, for low CPMs. If TikTok is shut down and not replaced with a platform with a similar algorithm, brands will lose the opportunity to very affordably get in front of new consumers. They’ll need to revert to the far more expensive route of paid ads. We stand ready to create content wherever the users are and the brands need to be. TikTok didn’t exist at Wonderkind 3 years ago, now we get hundreds of millions of views, without a penny spent on ads.” #TikTok #Agency #CPG #TikTokBan

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The Cannes Lions International Festival of Creativity has announced the Grand Prix winners in the Engagement category. We have deep dived in one of them. The GP-winner in the Media category 2024: The "Handshake Hunt" campaign for Mercado Libre by GUT was a winner of the Grand Prix at Cannes Lions for a few key reasons: - Innovation: It cleverly leveraged a common TV element (handshakes) and turned it into a dynamic ad by integrating QR codes that triggered relevant offers. This created a unique and engaging experience for viewers. - Contextual Targeting: The QR codes weren't just random, they offered discounts based on what was happening on screen. This relevancy likely led to higher click-through rates and purchase intent. - Capitalizing on Black Friday: By timing the campaign perfectly for Black Friday, a period of heightened consumer interest in deals, it maximized its impact on sales. Mercado Libre reportedly saw a significant increase in sales during the campaign. - Standing Out in a Crowded Space: Black Friday marketing is typically saturated with ads. "Handshake Hunt" offered a fresh approach that cut through the noise and grabbed viewers' attention. MyTelescope comment: Despite a decline in overall interest in Mercado Libre, the company's online marketplace coupons are gaining popularity in Mexico. This indicates a growing trend among Mexican consumers to seek out discounts and deals when shopping online. Reach out to us for more details.

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