STRATEGY WITHout
PREFIX
Hello! So nice of you to stop by!
I’m Thiago, award-winning multicultural brand & marketing professional with 15+ of experience in verticals as diverse as food & drinks, sports & entertainment and tech.
I’ve helped both bluechip companies as well upstarts to devise innovative ways to reach new audiences, markets and growth opportunities.
Panama RED is my gig.
It summarizes my take on brand strategy and marketing. My modus operandi so to speak.
UNBIASED THINKING FOR NON CONFORMING BRANDS
“So the problem is not so much to see what nobody has yet seen, as to think what nobody has yet thought concerning that which everybody sees.”
- Arthur Schopenhauer
My approach is not always orthodox but it will be backed up by rigorous thinking, data and gut.
And it will invariably be provocative. Always.
So if you are an agency or brand owner who welcome or is in need of open minded, brave and daring ideas, give me a shout. I would love to help you take your brand or clients to uncomfortable places.
SERVICES
A Few highlights
Transformed a team into a country
Strategy lead for one of the most engaging
and successful Nike campaigns worldwide,
Republica Popular do Corinthians,
generating almost US$10M in earned media.
(Clio Award 2011 – Integrated).
Pushed a behemoth to move faster
Developed and led groundbreaking study on DTC drivers of success and how to implement them in one of the largest beverage companies on the planet.
Reconnected an icon with a passion
Led 'Guinness: Raise your Game' campaign as part of Guinness' largest ever Africa activation, reaching 63 million consumers.
Cracked the 60 million mobile marketing opportunity in Africa
Launched the world's first mobile fantasy league game (Guinness Football Manager) for basic mobile phones, engaging 500K weekly players in 6 months.
Convinced people that mobile carriers can do good
In a total brand repositioning, led Claro (America Movil brand) to nurture a social movement to approve the ‘Portability Act’ (the ability to move carriers and keep your number) against the lobby of the other 4 major mobile carriers, bringing an unique POV to a category immersed in sameness. That helped Claro become the most valued telco brand in Latin America.
Launched the first business of its kind
In one of the most challenging countries to do business in the world, pioneered cross content digital strategies launching the e-pidemic, the first social media agency in Brazil.
In hindsight, not the best name for an agency nowadays…
Clients
smoke signals this way: thiago@panamared.cc