About me

A pioneer in the Purpose Marketing & Mission Marketing, Joah Santos works at the intersection of behavioural economy, business development and advertising. Joah became known for creating Dove - Real Beauty, which was award the campaign of the century. He was named "Beverage's Favorite Adman" by Campaign Magazine, which described Joah as a "rare hybrid" who has credentials with psychologists, economists and Mad Men alike."
Joah has blurred the lines between a business development agency and an Advertising agency with the opening of NYLON, which has had a 100% success rate in increasing marketshare for its clients that follow his strategies. His research on strategies has changed the way many companies build brands.

His motto, People hate advertising but they love brands. Stop advertising and start being interesting!

"Most brands fail at the end of the day because they still focus on benefits and features. People will never follow benefits of a brand, they follow culture and culture is made up of values. This is how you motivate not only customers but also staff."

Author of
MILK - Marketing is like kissing.
Interactive - 10 years later and your still not getting it
People hate advertising but love brands.