I write for brands.

I have spent my career finding the right words for brands everyone recognises, in demanding markets that do not forgive a lack of talent and across media that reaches people.

Thirty-five years across JWT, BBDO Portugal, Ogilvy Portugal, Nova Expressão and Baltad, among many other valuable chapters. The work spans naming, TV, radio, press, outdoor, digital and social. Popota, Lipton, Optimus, Bimbo, Modelo-Continente. Communication built from words that stayed in collective memory.

Beyond advertising: music journalism at Blitz, travel journalism at Volta ao Mundo, and eleven years teaching new generations at Restart. Writer by conviction. Strategist by function.