Advertising

The promotional P of the 4Ps of marketing, this pertains to all writings around communications planning, account planning, and creative effectiveness.

Distinctive Brand Assets

Sep 2, 2026

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4 min read

The Downside of Chasing Certainty

Overcoming fear of failure, the illusion of ROAS, and the emotional work of strategy

Pedro Porto Alegre

Category Entry Points

The Sober Occasion Is Bigger Than the Sober Drinker

Aug 19, 2026

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5 min read

The Sober Occasion Is Bigger Than the Sober Drinker

Non-alcoholic beer is growing because regular drinkers are choosing when not to drink. For craft challengers like BrewDog, winning means owning those occasions without making the product feel like second-rate beer

Pedro Porto Alegre

Distinctive Brand Assets

Jul 1, 2026

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5 min read

Marketing Is A Contact Sport

Why ethnographies and field tours are still imperative for great work, how we give meaning to things, and the hard realities of effectiveness

Pedro Porto Alegre

Category Entry Points

May 6, 2026

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7 min read

Never go: 'Ready. Fire! Aim.'

The 'solution trap', wisdom from Japan, Spurs' culture, and what to do with briefs

Pedro Porto Alegre

Advertising

Apr 1, 2026

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12 min read

Seeing Things From Outside The Fishbowl

Retaining our beginner's eyes, the Big Mac Index, the simple math behind growing a brand, and thoughts on brand architecture

Pedro Porto Alegre

Media Planning

Mar 4, 2026

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13 min read

Iconic Brands Aren't Built Overnight

The game of risk-taking, what is a challenger brand, and why creative quality is a marketer's strongest weapon

Pedro Porto Alegre

Distinctive Brand Assets

It's Time To Get Serious About Effectiveness

Dec 3, 2025

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14 min read

It's Time To Get Serious About Effectiveness

Creators' brand building effects, the Attitude-Behaviour Gap, 2026 planning, and the triangle of interdependency

Pedro Porto Alegre

Media Planning

Nov 5, 2025

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15 min read

Attention Is The New Shelf Space

In today's media ecosystem attention is the most valuable resource, and brands that understand how to harness it have a leg up

Pedro Porto Alegre

Distinctive Brand Assets

We Study Consumers, But Consumers Don't Study Our Ads

Sep 3, 2025

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11 min read

We Study Consumers, But Consumers Don't Study Our Ads

Why marketers need to get back to planet Earth, differentiation vs distinctiveness, and the practice of brand planning

Pedro Porto Alegre

Media Planning

Aug 6, 2025

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15 min read

How Culture Has Been Shaped By Media

Laws of Retail, cowboy culture, cardinal rules of media planning, and a new age fit for generalists

Pedro Porto Alegre

Advertising

Jul 2, 2025

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12 min read

Why Obsessing Over Efficiency Is Killing Your Brand

Aesthetic nihilism, Justin Bieber's newest brand, unsh*ttifying CX, and brands that matter

Pedro Porto Alegre

Category Entry Points

How Advertising Affects Consumers, Brands, and Business

Jun 25, 2025

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14 min read

How Advertising Affects Consumers, Brands, and Business

What we know about marketing communications and what it can and cannot do

Pedro Porto Alegre

Media Planning

Jun 4, 2025

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18 min read

Odds Are, You're Wrong

Information vs formation, metrics that matter, how to advertise a bidet, and escapism

Pedro Porto Alegre

Category Entry Points

What Marketers of The Future Should Know

Apr 9, 2025

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14 min read

What Marketers of The Future Should Know

WOM, creativity in B2B, approaching datasets, category buyer memory tracking, and more

Pedro Porto Alegre

Data Analytics

It's Not A Principle Until It Costs You Money

Mar 12, 2025

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17 min read

It's Not A Principle Until It Costs You Money

Canadian pride, purpose marketing, tourism case study, data strategy, creative effectiveness

Pedro Porto Alegre

Media Planning

Feb 12, 2025

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16 min read

Harnessing Attention

Navigating the consumer's mind, evaluating attention, media archetypes, and upcoming events

Pedro Porto Alegre

Advertising

The Best of Marketing Chronicles in 2024

Dec 11, 2024

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8 min read

The Best of Marketing Chronicles in 2024

Holiday break, Volvo's EV, and Socrates

Pedro Porto Alegre

Advertising

Dec 4, 2024

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12 min read

The Power of Culture In Advertising

Meaning-making systems, breakfast wars, and The Future of Strategy

Pedro Porto Alegre

Media Planning

Problem-Finders Are Just As Valuable As Problem-Solvers

Nov 27, 2024

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16 min read

Problem-Finders Are Just As Valuable As Problem-Solvers

Problem gestation, Jaguar, and WARC

Pedro Porto Alegre

Distinctive Brand Assets

Nov 20, 2024

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9 min read

Marketing Commoditized Categories

Creating value, NBA logo redesign, and WARC event

Pedro Porto Alegre

Advertising

The Art Of Giving Effective Creative Feedback

Nov 13, 2024

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13 min read

The Art Of Giving Effective Creative Feedback

Criticism vs. critique, international account planning, and upcoming strategy lunch & learn

Pedro Porto Alegre

Advertising

Nov 6, 2024

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12 min read

How To Write Effective Creative Briefs

What goes in it, spaghetti subway tickets, and the funnel of righteousness

Pedro Porto Alegre

Distinctive Brand Assets

Oct 30, 2024

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11 min read

How To Make Your Brand Look Like Itself

Brand codes, Honda's greatest ad, and Making A Marketer 2

Pedro Porto Alegre

Advertising

Sep 18, 2024

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13 min read

Planning Advertising That Yields Great Ideas

Learning where to dig, Honda jackets, and Socrates

Pedro Porto Alegre

Advertising

Fostering A Culture Of Creativity In Efficient Times

Jul 31, 2024

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11 min read

Fostering A Culture Of Creativity In Efficient Times

Why inefficiency is good, crafty ads, and Bukowski's freedom

Pedro Porto Alegre

Advertising

The Downside of Chasing Certainty

The Sober Occasion Is Bigger Than the Sober Drinker

Marketing Is A Contact Sport

Never go: 'Ready. Fire! Aim.'

Seeing Things From Outside The Fishbowl

Iconic Brands Aren't Built Overnight

It's Time To Get Serious About Effectiveness

Attention Is The New Shelf Space

We Study Consumers, But Consumers Don't Study Our Ads

How Culture Has Been Shaped By Media

Why Obsessing Over Efficiency Is Killing Your Brand

How Advertising Affects Consumers, Brands, and Business

Odds Are, You're Wrong

What Marketers of The Future Should Know

It's Not A Principle Until It Costs You Money

Harnessing Attention

The Best of Marketing Chronicles in 2024

The Power of Culture In Advertising

Problem-Finders Are Just As Valuable As Problem-Solvers

Marketing Commoditized Categories

The Art Of Giving Effective Creative Feedback

How To Write Effective Creative Briefs

How To Make Your Brand Look Like Itself

Planning Advertising That Yields Great Ideas

Fostering A Culture Of Creativity In Efficient Times

Marketing Chronicles

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