Marcelo C. P. Diniz – Conhecimento. Energia que move pessoas e negócios.

He has published 8 books. He frequently writes on LinkedIn.

He creates communication strategies for advertising agencies, especially for public tenders.

He wrote the basic reasoning and advertising communication strategy for 19 successful public bids: city halls, state governments, ministries, the S System, BNDES, Furnas, Gasmig, among others.

He taught marketing, advertising, and promotions in lato sensu postgraduate courses at the Escola Superior de Propaganda e Marketing (ESPM), Fundação Getúlio Vargas (FGV), and Universidade Cândido Mendes.

He was also a guest professor at events of Fundação Dom Cabral (Maximarketing) and at the IBMEC MBA program.

He was elected Planning Professional of the Year in 1998 by the Brazilian Advertising Association.

He obtained an “A” grade in the Seven Sigma Contest of Amana-Key: “How Brazilian society works, how it should work, and how to make it happen.”

His ideas were praised at the United Nations by Pathways to Peace.

International Recognition

Dear Marcelo,

Thank you for your interest in colleagueship with Pathways To Peace, and for your superlative ideas about the International Day of Peace (IDP). I found your ideas profound, clear, practical and inspirational. I shared them with colleagues at the United Nations, and discussed them this morning with Marilyn King. We are all very enthusiastic about working together for this IDP and beyond.

This letter formally welcomes you and your organization as a Participating Organization in the “WE THE PEOPLES” INITIATIVE! It is a great honor to welcome you and your organization to this community of PeaceBuilders. We send you, your family, and your organization our infinite appreciation and blessings.

In the Spirit of Peace,
Avon Mattison
President, Pathways To Peace

About the Author

In addition to writing, Marcelo C. P. Diniz provides consultancy to advertising and promotion agencies, private-sector clients, and politicians.

You can rely on the experience, knowledge, and creativity of Marcelo C. P. Diniz to help you think through solutions for your communication.

Published Books

Moral Capital or the Lack of It (Qualitymark) – ethics in government and companies.
Speak, Perereca (Amazon) – political satire.
Chronicles of a Bipolar (Record) – autobiography.
Suggestions from a Bipolar (Amazon) – self-help for bipolars.
Is Advertising to Blame? (5W) – analysis of what advertising can and cannot do.
Marketing without Complication (Amazon) – a simple and useful manual for small businesses.
Poverty in a Rich Country (Amazon) – How the Greedy Elite Fueled Poverty and Encouraged Crime.
The Stubborn Man and His Adventures (Clube dos Autores) – reflections on life and bipolarity.

In Press

The Cirandas of the Dead – Biographies of contemporary personalities who “died.” Their lives and memories are a great contribution to humanity.

Artificial Intelligence Wears the Number 10 Jersey / Brasil – The number 10 thinks the game, Brazilians build a country.

Achievements

He created the marketing concept around Halley’s Comet, which generated USD 10 million in sales in the 1980s. The project was redesigned starting in 2015. Currently, a film/TV project is being commercialized by Bazooka Bunny, from Bristol, England. A video game was presented to Petrobras Cultural.

He planned the campaign that elected Christ the Redeemer as one of the 7 New Wonders of the World. Entirely online, aimed at Brazilians, Hispanics, and American journalists. He wrote all campaign materials.

In partnership with Juliana Swenson and Tavito, he created advertising and digital marketing campaigns for Hotel das Cataratas, increasing reservations by Brazilians by 40%.

Together with Koch Tavares, he created Hollywood Volleyball, organizing beach volleyball for the first time, which later developed into an Olympic sport.

Corporate Experience

Client Services Director and Planner at Artplan Comunicação.
He was responsible for servicing America Online, master sponsor of Rock in Rio 2001. In addition to the sponsorship amount, additional promotions were created, generating extra revenue of BRL 66 million at the time.

Client Services Director and Planner at Comunicação Contemporânea, with emphasis on crisis management and communication for Light, when Rio de Janeiro suffered a major blackout during Christmas and New Year’s. In less than one year, Light’s image rose to first place among public service providers.

Director of Media and Promotions at MPM Propaganda, responsible for all below-the-line activities.

Coordinator of Merchandising and Public Affairs at Esso Brasileira de Petróleo.
He organized the delivery of the Esso Journalism Award in Belo Horizonte.

Regional Sales Manager, Event Promotion and Merchandising Executive, and Product Manager at Souza Cruz Company.

As Sales Manager in the eastern region of Minas Gerais, he increased the company’s market share from 86% to 94%.

In event promotion, he expanded the Arizona Country Music Festival from 7 to 49 cities; he also participated in the coordination of other events, such as the Minister Shows, the Hollywood Sailing Festival, Hilton Highlights of Painting, the Arizona Amateur Soccer Cup, and the Continental Indoor Soccer Cup.

As Product Manager, he developed Hollywood Promotional Items. Lines formed at the trailers to purchase the new products.

Experience in Political Communication and Public Administration

He handled communication for Andrea Gouvêa Vieira, elected city councillor in Rio de Janeiro on two occasions. He raised funds for Marina Silva in Rio de Janeiro in 2010.

He planned and managed the accounts of the Ministry of the Environment, the Ministry of Labor and Employment, and INCRA.

Associative Experience

He worked at ABAP, the Brazilian Association of Advertising Agencies, for 12 years, responsible for the Statistics and Projects areas.

Among other initiatives, he coordinated the creation and implementation of the Sustainability Indicators for Communication.

He also implemented the “Best Communication Agencies to Work For” award with Great Place to Work, a pioneering initiative worldwide among agencies.

Sustainability

Communication agencies helped make this concept known. Now it is time for them to adopt its indicators.

Important

These Sustainability Indicators for Communication – Phase 1 – Agencies were under public consultation until August 2, 2011, and went through a technical in-person review at ESPM on August 9. We received hundreds of very valuable contributions. Society’s participation, in general, enriched the process of forming the Indicators, and we are very grateful. Based on these contributions, we prepared the final text that will guide us over the next 12 months. The process is dynamic: occasionally we may revise one or more Indicators to improve the process. It is also important to say that everything was designed for small, medium, and large agencies. Each one will evaluate what it can best do according to its size, resources, and reality.

Knowledge. Energy that moves people and businesses.