Creative Samba

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How do you convince people to quit smoking? In 2012 in Thailand, after extensive research the Thai Health Promotion Foundation (THPF) discovers two…
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A few years ago Rory Sutherland and his team at Ogilvy UK received a phone call from a Belgian colleague. The guy was super worried. One of their…
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It happens more often than we think. Super smart CEOs wrongly making simplistic assumptions about what consumers want or need. The classic American…
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During the Winter of 1664 a weird disease broke out in London. The first symptoms of this disease appeared within days after infection. First it felt…
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Kishōtenketsu is a very East Asian way of telling a story in four parts. And why you should use this technique when you write copy.
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In business, not to be different (OR weird) is a commercial suicide.
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Did you know that Arnold Schwarzenegger started a lucrative bricklaying business before he became a movie star?
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António Variações was waaaaaay ahead of his time. António had no formal music training. But somehow he ended becoming one of Portugal's most iconic Pop…
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If your copy doesn't affect people's feelings, it isn't communicating. It's just a bad, boring, ignorable sales pitch. 
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A simple but often neglected communication principle: ask for action.
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The job of any good marketer is figuring out what people want and what drives people to make the choices they make. OR what's the one thing people want…
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Brands love using superlatives and claiming that they are the best in their industry. But why would consumers believe these brands?
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© 2022 Miguel Ferreira
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