Luis Pimenta's Creative Career Journey

LUIS PIMENTA PORTFOLIO
ALL THE
THINGS
INSIDE
MY BRAIN

I have been working as Brand Builder and Consultant in multina-
tional agencies around the world (Portugal,United Kingdom,France,
South Africa, Dubai, Saudi Arabia, Jordan,Tunísia, Morocco, Lebanon.
I was lucky to work with some of the most influential persons and
institutions in the world like Mr. Nelson Mandela, His Majesty king
of Jordan, His Majesty King of Morocco, Zidane, CNN, United Na-
tions, Greenpeace, Red Cross and with prestigious brands as well.
Main experience:Telecoms, Banks and Airlines.
Up to date I have 2 published books:
1 “Perfect Advertising Agency”
Talks about the agencies of today. A new generation of agencies
that know how to be desired by brands as oppose to be an agency
looking for brands on inhumane pitch fever.
2 “Just Brand It and change the world doing it”.
Talks about the power of brands and branding and the respective
capacity to improve people life.
I am the owner and developer of the only App dedicated to adver-
tisers.This App called “ImBrandingIt” intends to give all profession-
als the tools they need to succeed in their career.

January 2002 - December 2004 (3 years)
Brand Builder / Communication Consultant
intermarkets - Jordan
XPress (telecom)
Batelco Jordan (fix phone and internet provider)
Motorola (mobile phone)
Citroen (car)
Cairo Amman Bank (bank)
Lee Cooper (clothes)
January 1999 - January 2001 (2 years 1 month)
Ogilvy - KSA/Dubai
Nokia (mobile phone)
Volvo (car)
BAYER - Levitra (pharmacy)
Dollis (food)
Arena (sport)
Olympus (photographic material)
JWT - South Africa
Ponto24 (bank)
Hotel Africa (hotel)
Nandos (food)
Nestle (food)
Virgin (group)
Land Rover (car)
Red Cross (humanitarian organization)
International Amnesty (humanitarian organization)
IFAW (humanitarian organization)
McCann Erickson - South Africa/Mozambique
Nelson Mandela (kuhluvuka organization)
MCell (telecom)
LAM (Airline)
Freelance Lisbon Portugal
Vidisco (record company)
Valentim de Carvalho (record company)
MGM (record company)
Vidisco (record company)
Valentim de Carvalho (record company)
MGM (record company)
Porto Editora (book Editor)
Camara Municipal deViana do Castelo
February 2011 - Present (4 years 2 months)
EuroRSCG – England / Dubai / KSA / Lebanon
Saudia (Airline)
KAIA (King Abdulaziz International Airport)
Unilever
Panda & Hyper Panda (Super and Hypermarket)
KSA Human Rights Organization
Prince Sultan Cultural City
Toyota (car)
Santander (bank)
February 2010 to February 2011 (1 year 1 month)
McCann Erickson - Dubai/Tunisia
Orange Telecom
Coca-Cola (corporate)
Fanta
Minute Maid
Tunisair (airline)
Mercedes-Benz
Bank CITY
Lufthansa (Airline)
Amadeus
Lowe - Morocco
Wana telecom
Maroc Telecom
Bank Populaire (bank)
Total
Jet4You.com (airline)
Peugeot
Virgin Megastore
Carrefour
Danone
January 2005 - December 2007 (3 years)
Chief Creative Director
karoui&Karoui - Paris / Tunisia / Algiers /
Morocco
Nessma TV (TV channel)
Wana (telecom in Morocco)
Nedjma / ooredoo (telecom in Algiers)
Tunisiana (telecom in Tunisia)
BCI (bank)
Samsung (mobile phone)
VW (car)
My Life So Far

Cold reality about consummers
In any given day during a brand meeting words likeAudience,
Fans, Brand Advocates, Communities, Collaboration, Rela-
tionships, Engagement, Loyalty, Commitment and Love are
used freely with the idea that it’s achievable with the lunch
of the next product or the next advertising campaign.
The reality about brand building and brand en-
gagement it’s filled with traps created by consum-
ers on the move.
Cold reality #1
Customers don’t know much about brands they buy on
dayly basis. In fact customers don’t care about brands.
Cold reality #2
Customers like to engage in conversations criticising
brands. Most of the time it’s based on what someone said.
Cold reality #3
The consummer of your brand is also the consummer of a
similar product
Cold reality #4
Just because a brand has people love, it doesn’t mean they
have great revenue. It only means they have free advertising.
Cold reality #5
Customers will only interact with you or talk about you if
they are geting something for free or with a discount.
Cold reality #6
People don’t have relationships with brands.
The big move brands are now trying to
do is to shift from talking to doing.
A few year ago brands decided to start talking with consum-
ers.They gave voice to this public and hell broke free. Su-
dently they found out that customers have opinions. And
they where willling to express them all over social media.
Today most brands are slaves of that same public.They do
everything they can to please and to not be agressed.
Smart brands decided to change the strategy. They don’t
want to talk anymore with consumers.They prefer to act,
surprising positivly the customer, by doing something that’s
interesting or funny or relevant or cool or different or en-
gaging or unexpected, and then place the “action” on social
media.The same place they used to anialate the brand.And
its working.
The brand building business has grown-up imensly over the
last decades. I am not talking about maturity. I am not sure
maturity from the agency side suits any brand. Brands need
advertising agencies that have departments full of Peter Pans
ready to take charge to “defend the honor”... of the brand.
Today, the only way to engage with the customers
is by being brave. Its by having the courage to cre-
ate something amazing, something alternative,
something revolutionary that will take them on an
adventure.
We have to understand that we’re facing an arrogant audi-
ence on the move that has an opinion about everything but
know nothing for a fact and that lives asking the brand two
questions:
- So what? (Based on motivations)
- What’s in it for me? (Based on benefits)
Brand Building

ALL THE
THINGS
INSIDE
MY BRAIN
ART
COPY
& CODE
PERSONALLY,
I LOVE A
BLANK SHEET
OF PAPER

A.Vogel - SoreThroat Spray
Press Ad, point of sales, social media
Pharmaceutical

Pharmaceutical
Press Ad, point of sales, social media,

Pharmaceutical
Vaccination Campaign
Press Ad, point of sales, social media,TV

Pharmaceutical

Pharmaceutical
Baby CareTeething

Pharmaceutical

McDonald’s Corporate
Introducing new guidelines
Press Ad, store, social media, mobile App

Mobile App

Celebrating Alloween

Branding exercise
Social media,
Store free wi-fi

Magnum
The new FrozenYogurt

Magnum
App activation
Website

Pedigree
Pedigree - Brand Campaign
Point of sales and Social media

Pedigree
App Activation

Durex
Durex product campaign

Durex
App Activation

adidas
adidas - Product
App - Online shoping
adidas - Product
App -Teaser/Reveal - Activation

adidas
adidas - Brand campaign
Print campaign, social media

Turismo de Portugal
Country promotion global campaign
Print campaign & Social media
Country promotion global campaign

Lisbon Oceanarium
Lisbon Oceanarium

Lisbon Oceanarium
Lisbon Oceanarium
Lisbon Oceanarium

Lego Puzzle
Lego - Puzzle
Lego - Puzzle

Lego Cinema
Lego - Product campaign - Branding
Lego - Product campaign - Branding

PEUGEOT
Peugeot new model campaign

PEUGEOT
Peugeot new model campaign -Teaser
Peugeot new model campaign -Teaser

Thames & Hudson
Book Editor - Branding + Product approach
Print campaign
Book Editor - Branding + Product approach
Print campaign

TIFFANY & CO
Product Campaign
Print campaign

TIFFANY & CO
Product Campaign
Print campaign
Product Campaign
Print campaign

Faber-Castell
Brand Campaign

Faber-Castell
Brand Campaign
App Activation
Brand Campaign

ADVERTISING
WITH PURPOSE
CAN CHANGE
THE WORLD
AS WE KNOW IT

Red Cross
Red Cross call for action
Print campaign
Print campaign

Red Cross
Print campaign

Amnesty International
Human Rights Campaign

Amnesty International
App activation

Kuhluvuka
Nelson Mandela AIDS project

Kuhluvuka
LOGO design

UN Women
Women rights

UN Women
Women rights
Women rights
App activation

Human Rights Commission
Women rights - KSA
Your silence might prevent you from your rights.

Human Rights Commission
Women rights - KSA
Women rights - KSA

HOW DO
BRANDS
ARE BUILT
TODAY?
“IF YOU CAN BUILD
A TELECOM BRAND,
YOU CAN BUILD
ANY BRAND”

Telecoms are built by inviting
consumers to engage with
the brand. But never to talk
with the brand.
How to Build a Brand
First of all we must know how much effort should we put
on branding. One of the most common mistakes telecoms
do is to invest mainly on product communication,neglecting
the Brand.
It’s an understantement to say that brands are not created
overnight.The fact is that most managers are not willing to
invest on branding for the single reason they are not sure to
succeed.
But first things first. Lets understand the behaviour of cus-
tomers to a brand when there’s choice or when there’s no
choice.
“As markets mature and more players
enter, the emotional appeal of telecom
brands become the key differentiator”
MONOPOLY Brands in monolistic situation typically
focus on slowly adding incremental functionality in order
to make customers spend more money, therefore
increasing revenue. Monopolies would regard neither
price nor brand as priorities because customers have no
other alternatives or benchmark in the market.
DUOPOLY As the second player enters the market,
price will increasingly become a competitive priority.
Improved customer service and some degree of
customized products and services will push the
functionality axis slightly higher. Branding in this case is
usually regarded as a mere visual differentiation between
operators.
MORE THEN TWO OPERATORS As the more
operators enter the market, pricing will not be a
sustainable lever to play in the long term. In order to
differentiate, brands will need to look to their emotional
appeal. Since there are caps in the functional axis and
financial axis a brand emotional appeal is always limitless
and only capped by the operator and its communication
agency’s creativity
MONOPOLY DUOPOLY MORE THEN TWO
OPERATORS

Product communication and Brand
comunication. What role do they play
in a brand life?
ATelecom can’t give priority to brand or product marketing.
They must do both. Let’s have in mind that:
- A Brand is a Promise. By saying this we can as-
sume that when a Telecom invest on Branding it’s
the same thing as saying that the Brand is working
to aquire Love and admiration.
- On the other end we must understand that a
product is the way to deliver upon a brand prom-
ise. We can say that when a brand invest in prod-
uct communication it’s the same thing as saying
the brand is working to aquire Respect.
Fianal Note:
BRAND
A Brand is built of trust
A Brand is built of relationships
A Brand is a personality
A Brand is bought by a customer
A Brand is unique
A Brand can become timeless
PRODUCT
A product is built in a factory
A product is an object
A product is sold by a merchant
A product is easily copied
A product is quickly outdated.

Telecom Branding
Your brand isn’t what you say you are.
It’s what you do. Are your actions.
Any strong brand know that Brands never get old. What
they get is irrelevant to their customers.
We must consider Branding as a journey. Branding does not
follow a clearly defined path,brands need to walk along con-
sumers to find its own destination.
In this day-and-age the exercise of branding goes so much
more then just communicate the existence of the brand.
Customers already know the brand and they know what the
brand do.What customers need is a human brand.A brand
that cares.
NOTE:
We have to divide the branding exercise in 2 parts.
Image & Reason to Exist.
Image:
The brand must own something that differentiate them
from all the other competitors. And it can be:
- Color
- Guidelines
-Visual character
- Consistent set of techniques
Reason to Be:
For the core business of any Telecom (the reason to exist)
should be around these wise words:
”Our smile is our logo.
Our personality is our Business card.
How we leave others feeling after an experience
with us is our Trademark.” - Jay Danzie
Customers aren’t looking for utopian lives. Just better ones.
People just want lives that are incrementally better,in mean-
ingful terms.They don’t expect any single brand to deliver
everything, but they look for specific Well-Being benefits
from each brand.
Have in mind that “Ordinary” never
changed the world.
It’s here that a telecom gain milage in relation to their com-
petitors, but for that the brand must take clear actions.
“If you are not a distinctive brand, you are a com-
modity. Then price is everything and the low-cost
producer is the only winner.” — Philip Kotler,Strategic
Marketing for Educational Institutions
Give more than you take.
We already know that a Telecom need:
-Visual identifier.
- A Message/Positioning/Reason to Be
Now it’s missing a Strategy.
The strategy it’s basicly the ability to transform
marketing objectives into movements that connect
with people.
The challenge here is that brands are talking to multi-task
consumers that are fast moving.
With the technology that is at our disposal every second of
the day asking us to change and with a new breath of con-
sumers that are fast learners acting quickly makes it harder
to make them stop and pay attention.
Cultural Movement is the fastest tool to accomplish cus-
tomer loyalty. By putting the business to work to support
causes the brand believe in, you can bring new depth and
meaning to the brand identity, unlock the empathy of con-
sumers.
Let me introduce you to mcel.
mcel is a South African/Mozambican Telecom
Brand I had the privelidge to help build.
THE SCIENCE BEHIND
COMMUNICATING
THE BRAND

Telecom Branding
Send Love
Activation- Interactive Billboard - Social Media
Send Love
Activation- Interactive Billboard - Social Media

Telecom Branding
The mcel challenge - 15 pictures to fame.
Press Ad, store posters, social media, mobile App.
The mcel challenge - 15 pictures to fame.
Press Ad, store posters, social media, mobile App.

Telecom Branding
TV on your phone
360 degrees communication
mcell support african writers -To read is to live further.
Engagement event

Telecom Branding
TV on your phone
TV on your phone

Telecom Branding
CSR - Internet for all schools

Telecom Product
If the product is the way to deliver the brand promise then
we must make sure we are aligned with it.This means that
every time before we come out to the public we must ask
ourselves if the artwork respects the personality and the
reason to be of the brand.
NOTE:
We can’t forget that we are building Trust and Respect
The communication must have in mind these points:
- Has a clear promise
- Have a clear message
- Direct speech
- It’s based in simplicity
- It’s informative
- Answers the question: “What’s in it for me?”
THE SCIENCE BEHIND
COMMUNICATING
THE PRODUCT

Telecom Product
SMS Unlimited
Press Ad & social media

Telecom Product
Introducing newphone
Introducing new phone + Promotion

Telecom Product
Introducing service
Introducing new offer

TO WORK
WITH AIRLINES
MEANS THINKING
GLOBALLY

Airline Branding
Saudi Around the World - Brand campaign
Website activation

Airline Branding
App Activation
Website activation

Airline Product
New Destination Campaign
Press Ad & social media.This Artwork was placed in strategic places inTurkish cities

Airline Product
New Destinations Campaign
Our New Destination in America
Our New Destination in Spain

Airline Product
Press Ad, social media, Harrods London department store

Airline Product
App Activation
Print

Airline Product
Destination activation
App Activation

Airline Product

Our New Destination in Far East
Our New Destination in Kenya
Airline Product

4 weekly flights from Dammam to Beirut
2 weekly flights from Dammam to Amman
Airline Product

Airline Product

Airline - SkyTeam
SkyTeam campaign
SkyTeam campaign

Airline - Special service
First class seat
SkyTeam campaign

Airline - Special service
Special meal
Business class seat

American Express
AE - Empower Woman - Brand campaign

American Express

Santander
Brand campaign
Brand campaign

Santander
Brand campaign
Brand campaign
Website activation

MY BOOKS
PERFECT ADVERTISING AGENCY
JUST BRAND IT

JUST BRAND IT
and change the world doing it.
Brands have life cycles. They begin with excitement and
promise,enter their growth phase,reach a plateau,and then
slowly lose relevance as customers move on to the latest
and greatest new thing.This is as natural as life itself.
CASE STUDY
Way back in the 1950s, the folks running Proctor & Gamble re-
alized that no matter how perfectly their flagship laundry deter-
gent,Tide, performed, housewives simply got bored with it and
bought other brands. Some returned periodically to Tide; some
were lost forever. It created a strategy, still used today, of making
some minor “new and improved” tweak toTide every 60 to 120
days—adding a scent, taking out all scent, adding fabric softener,
changing the bottle, changing the cap and so on. It also created
a number of different versions of Tide, so a consumer can move
about within the brand’s product line.
Cult brands succeed by getting closer to their consumers.
Now a day if you don’t find a way to be admired you are not
a brand.You are only a product. In other words, it’s all about
the deal! “Carpe Diem” meets “What’s in it for me?”
The process is to build the brand by becoming an
important tool to help people when they least ex-
pect. Using the element of surprise.
PERFECT ADVERTISING AGENCY
The new breed of creative people.
In the 1960’s, advertising went through a creative revolution
that changed everything simply by partnering up art direc-
tors and copywriters.The idea of a creative team made up
of art and copy was born.Today,it’s happening again.We’re in
the midst of a second creative revolution,driven by technol-
ogy. Code is being added to the core creative process, ena-
bling new forms of brand expression and engagement.
How does the agency connect internally?
Every time we see a downturn on employee satisfaction,we
can expect a similar downturn in customer satisfaction in
about six months. It’s well documented that engaged em-
ployees are more likely to perform better at day- to-day job
tasks and are less likely to leave. Truly engaged employees
demonstrate deep pride and attachment to the organization
where they are employed.They are more committed, more
loyal, more willing to advocate for the company, more likely
to exert independent initiative, and more willing to go the
extra mile on behalf of the company. So! How do you con-
nect internally?
AdAgency Book

IT’S A TRUST ISSUE.
Agency vs Client
How does the agency connect with the client?
98% of Agencies & Clients agree that trust leads to great
advertising.Yet we don’t have it.
56% of clients say their Agencies seem more interested in
“selling” their ideas than solving the client’s problems.
77% of clients said they view their agencies as partners rath-
er than vendors. Yet only 54% of agencies executives be-
lieved their Clients view them this way.
What are the biggest factors causing this?
- FOR COMMUNICATION EXPERTS WE SUCK AT COM-
MUNICATION.
88% of Clients claim to speak their mind freely, even when
it’s uncomfortable. But among Agency leaders who fre-
quently interact with Clients, the number who agree this is
true falls to 36%.
- RISK IS RISK AND CLIENTS ARE AFRAID TO TAKE RISKS
76% of agencies agree.
- WHAT DO WE MEAN BY CREATIVITY?
About 2/3 of agencies and clients agree that they don’t have
a share definition of creativity
- ART OF ADS VS ART OF BUSINESS
90% of agencies say they truly understand their client’s busi-
ness vs only 65% of clients agree
84% agencies say they understand how to drive sales for
their clients’ brands vs only 56% of clients agree
76% of agencies say they do good job of demonstration ROI
vs only 40% of clients agree.
FOUR POINT PLAN FOR
INCREASING TRUST
1 - Focus as much as possible on interper-
sonal communication as we do mass com-
munication.
2 -Work with our clients to define and better
understand the evolving role of creativity.
3 - Support our clients in recognizing the dis-
tinction between “different” and “risky”
4 - Practice the art of business as much as
the art of advertising.
HOW AGENCIES BECOME
DESIRED AGAIN?
Not long ago agencies were seen around the world as the
only source of creativity and marketing expertize.
Clients wanted to work with specific agencies no mater
what. In those days agencies were refusing to work with
clients just because they had no capacity to take another
one or simply because they were not interested.
But everything changes. Clients started to understand the
marketing and creative process and sudently they were not
impressed anymore. Question is, can we build an agency
that will become desired again?
YES. Let’s build this agency?

JUST BRAND IT
and change the world doing it.
Brands have life cycles. They begin with excitement and
promise,enter their growth phase,reach a plateau,and then
slowly lose relevance as customers move on to the latest
and greatest new thing.This is as natural as life itself.
THE FUNNY PART IS THAT CONSUMERS AREN’T
LOOKING FOR UTOPIAN LIVES. THEY JUST
WANT BETTER ONES.
People just want lives that are incrementally better,in mean-
ingful terms.They don’t expect any single brand to deliver
everything, but they look for specific well-being benefits
from each brand.Unfortunately,there is a huge gap between
people’s expectations and what brands actually deliver.As a
result, there is dramatic growth of consumer cynicism and
distrust towards brands -- especially in advanced econo-
mies, and increasingly in developing countries.
Smart brand managers and advertising agencies know that
when they act on systematically improve our personal and
collective well-being they are rewarded by stronger brand
equity and attachment. Furthermore, the results show that
we really care that these brands exist as we see that they
are making a significant contribution to our global lives.
The challenge.
Brands have to communicate with multi-task consumers
that are on the move.
With the technology that is today at our disposal every sec-
ond of the day forcing us to change and with a new breath
of consumers that are fast learners makes it harder to make
them stop and pay attention to our messages.
Branding Book

The solution
Brand must bring depth and meaning by unlocking the em-
pathy of consumers.
Smart managers are putting their Brand to work by sup-
porting causes the brand believes and know that it will have
an impact in society.
The secret of brand building today is to become
the tool to help random people when they least
expect.
The goal is to be seen by the target audience as a
brand that cares and is in the lead of human val-
ues.
And to be seen as a brand that is changing the
world for the better.
This cultural movement is the fastest tool to accomplish
customer admiration.And then we ask if this is just a cynical
exercise of image manipulation. No,. Far from it.The more
good you do, the more good you can do.As advocacy and
cause marketing help build your business,they enable you to
do even more for the causes you believe in. Talk about a
virtuous circle.
In terms of the product it self.
Smart brand managers succeed by knowing that today it’s all
about the deal! “Carpe Diem” meets “What’s in it for
me?”. All product communications must address this
points in terms of content and be systematically appealing
and unpredictable in terms of Art, Copy & Code.
Ordinary never changed the world.
Today’s consumer expects more from your brand – not only
the message it communicates – but how it is delivered.
My advice to brands and advertising agencies must be:
Be different, be brave, create something alternative, some-
thing revolutionary that will make customers dream of a
better life.
- Use only the medium that answers better
the brief.
- Make sure it was never done before.
- Make sure it’s interesting enough for the
press to want to cover it.
- Make it interesting for people to share mo-
bile photos, blog and talk about it.
- Ethical.
- Engaging and never annoying.
- And yes, relevant to the target audience.

THE ONLY
MOBILE APP
FOR ADVERTISING
PROFESSIONALS
WHAT ARE YOU DOING?
NEWS
KNOWLEDGE
HEADHUNTER
OUR WORLD
PROFILE
COMMUNITY
IMBRANDINGIT

ImBrandingIt
ImBrandingIt
An App for Advertising Professionals
The App ImBrandingIt was designed by awarded advertising
professionals with the idea of bringing to your fingertips the
know-how and tools to succeed in the advertising industry.
This App can be found:
Credits:
Google - Art, Copy and Code
Facebook
Twitter
AdWeek website
AdAge website
Ads of the World website
Communication Arts magazine
Shoutem Team
Ownwership
ImBrandingIt
CEO - Luis Pimenta

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LUIS PIMENTA
luispimenta@hotmail.com

Luis Pimenta's Creative Career Journey

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