Nuestro conocimiento para compartir con nuestros amigos y socios estratégicos.

The media controversy surrounding Cristiano Ronaldo and the Portuguese national team highlights a reality that communications professionals know all too well: the reputational impact of an event depends not only on the facts themselves, but also on how the narrative unfolds and gains momentum.Regardless of…

Three years in, and I can say it with confidence: agency life is not for the faint of heart. Like most things worth doing, it comes with a mix of highs and lows, although “lows” are often just a sophisticated way of saying “character building.”…

Luísa Vasconcelos, Country Manager of SwappieHow do you see the circular economy evolving in Portugal (and Iberia), and what role can refurbished tech play in accelerating the shift to sustainable consumption?Circular is moving from niche to normal, or I positively believe so. What actually changes it…

In the process of building a brand, photography is often perceived as the final touch. However, far from being a simple aesthetic choice to fill space, imagery acts as the essential complement that consolidates and supports the entire visual identity. While design establishes the rules…

We start feeling it in July, but it’s in August that it truly takes shape. Calendars fill up with “out of office” notices, whether from colleagues or clients, while autoreplies land almost the moment we hit “send” (some genuinely creative, it has to be said).…

Obsession (2026) is a reminder that what defines us is rarely one dramatic moment. More often, it’s the accumulation of small, intentional choices that shape how we’re perceived over time. The same is true for brands.Every piece of content is a decision. Every LinkedIn post, newsletter,…

Like any good middle child, I grew up talking… a lot. Some would say it’s because, sandwiched between an older brother and a younger sister — and surrounded by an endless number of cousins –, I quickly learned how to make my voice heard. Others (mainly my…

There’s a moment in media relations that feels like the finish line: the journalist replies, says they’re interested, and we email the client with the good news. We’ve done it. The story is going to be published. What no one tells you is that this…

For a long time, work was seen as a simple equation: each person contributed their part, every effort was added up, and the final result reflected the sum of individual inputs. But that is no longer how professional life works. Today, 1+1 is rarely just…

Ask any communications professional what word appears most in briefings today, and there’s a good chance the answer will be Authentic. Campaigns are built around it, entire brand identities are redesigned in its name. And that should give us a moment of pause, because somewhere…