Author

Percival Caropreso 31 posts 0 comments

Since 1970 working in Marketing and Communication, Strategy, Creation and Production, Positioning, Identity, Image & Reputation, Building Vision, Mission, Values & Principles, Internal Culture in agencies and companies. Between 1991 and 2005: General Manager and Creative Director of McCann-Erickson-Brazil and Latin America. In 2005, founder of Setor 2 ½, the strategic merger between the Second and Third Sectors: consultancy to give strategic meaning, optimize the integration of economic-financial capital, human capital, social capital and environmental capital.

Awarding the Cannes Lion to the true winner

Percival Caropreso Aug 24, 2017

In 1996 we won a Silver Lion at the Cannes Film Festival. I mean, AACD won. I mean, Joãozinho won. A year earlier, another meeting took place…

Hyenas on the loose! Season 1 (with Cris del Nero)

Percival Caropreso Aug 16, 2017

When I returned to McCann for the fourth and final time, in 1991, I came across Cris del Nero. Just over a meter and a half full of talent, irony, sarcasm and a…

Does an agency have to educate the Client?

Percival Caropreso Aug 9, 2017

Lusa, Luis Silvestre, has always been one of the most inspiring writers on my team at McCann-Erickson. We work together on several projects, he always…

Lets go to what matters?

Percival Caropreso Jul 19, 2017

Nilvia Centeno has always found herself. She thought she was a producer and then director of the Radio and Television Department. It was in these roles that she…

If you drink do not drive. But you can create

Percival Caropreso 22 Jun, 2017

Once upon a time, in a time not too long ago, our local cars were called “carts” by our President of the Republic, Collor. Only…

Tongue puzzle

Percival Caropreso 14 Jun, 2017

Many years ago, when no one talked about globalization, much less about going against globalization. End of the 70s. Goodyear worldwide…

The sad story of the little bird demoted to General

Percival Caropreso 6 Jun, 2017

It was a bad omen, here near Granja Vianna, which is the chic and privileged part of the municipality of Cotia. 16 years ago I came to live in Alameda.…

Finally together

Percival Caropreso May 31, 2017

GE and Black & Decker marry in an innovative campaign

Cannes Lions

Cannes? Why Cannes?

Percival Caropreso May 18, 2017

I had the opportunity to go to the Cannes Festival seven or eight times. In the first two, I acted like a beginner eager to learn, I watched…

The day the world ended

Percival Caropreso 3 May, 2017

At the end of 1993 I was part of a panel of professionals, which would evaluate the TCCs (Course Conclusion Papers) of the last years of the Higher School...

The Polyglot

Percival Caropreso 22 Apr, 2017

Márcio Moreira, then Intergalactic Director of Everything in the McCann World System, sent me to participate in a global project. There I went, on a mission.…

How did he get it right?!

Percival Caropreso Apr 17, 2017

Briefing: our cream COMPLETELY ENVELOPS THE FRUITS. Creative solution, authored by Paulo Almeida, one of the creative heads of…

I don't know Pele

Percival Caropreso 12 Apr, 2017

I don't know what year it was, but it must have been a little before I left McCann for good. Maybe 2004. There I was, calmly, in São Paulo, driving…

Three alternatives: why not?

Percival Caropreso Mar 31, 2017

I had an important client, president of a multinational, powerful. A nice guy, but hesitant. Okay, it wasn't that cool, but...

Who did Ivo betray?

Percival Caropreso Mar 20, 2017

“I've tried to reach you all day long with no success to discuss important issues. Let's have a working lunch tomorrow at noon. Don't miss it!” Or something…

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