Inspiration

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Brand Perspective with Diogo Pinheiro, Global Communications Manager at Heineken

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As part of our "Five Minutes with..." Annual 2018 judges series, meet Diogo Pinheiro.

Tell us what you do for a living?

I’m the Global Communications Manager for Desperados, at The HEINEKEN Company.

What does that involve?

My functions have a wide span: from developing communication content to be used across the 86 Desperados countries around the world, to ensuring brand consistency and making sure that our brand strategy and positioning comes to life in everything we do. It’s also an important part of my job to develop and nurture a relationship between global and local that is based on trust and teamwork.

What do you love about your job?

I love the authenticity and ambition of what we are doing with the Desperados brand. Our campaigns (or acts, as we call them) are not traditional advertising campaigns with a paid cast and a scripted output. All we do is for real, with real people who have the chance to be part of unique experiences that strive to push the boundaries of 'party'. Also, we have created a lot of firsts, like the world’s first party in zero gravity (Desperados Bass Drop) or the world’s first music festival in hot air balloons (Desperados SkyFest).

What do you hate about your job?

Just that I don’t have more time nor resources to deliver even more ambitious experiences.

What would you be doing if you weren’t doing that?

I’d probably be working as a travel journalist, travelling around the world and being paid to do it!

Do you work with an in-house creative team, an agency, or both?

We work with amazing agencies that are as passionate about the brand as we are.

What do you look for in a creative agency?

That’s a simple one. It all starts with chemistry, then there are three key things I need to see in any agency I work with: a passion for the brand, a trust in us and all the other agencies involved, and creative ambition. If this is in place, the rest follows naturally.

What is the single thing that matters the most when working with a creative agency?

Chemistry

You’re judging Post Production this year, what are you looking for in submissions?

Great work is simple and for me the differentiation point is efficiency. We all know that in post-production, the bigger the budget the bigger the possibilities and the higher the level of awesomeness, but the real challenge is how to get world-class post-production with limited resources.

What is your all-time favourite piece of creative work/campaign?

The Absolut bottle. I find it one of the most iconic advertising pieces ever. The iconicity of the Absolut bottle is unquestionable and it came out of this long-lasting campaign.

What is your favourite website/app/tool?

Hopper: being someone that loves to travel, this app has already saved me some money. I’m always amazed at how well it can predict if the plane tickets price will go up or down.   

If you could have one superpower, what would it be?

I’d love to travel in time 

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