Marcelo Higinio

Account Strategic Planner

We need ‘Hacking’

We need ‘Hacking’

The intention of Hacking is changing for achieving a goal, even passing through the unworkable, unrealizable or maybe unallowable. Sometimes, facing up the limits is part of Hacking’s nature.

I’ve gone to IV Academic Week of CACS

I’ve gone to IV Academic Week of CACS

My presentation “Planning, Strategy and Intelligence” at Unicentro was a great opportunity to get back to the institution where I studied and to propose some knowledge to those young souls who are seeking to tread that hard path of advertising and journalism.

O sensor de interação e o futuro das interfaces

O sensor de interação e o futuro das interfaces

De tempos em tempos uma inovação surge para impactar o mercado. O mundo ganhou muito com as interfaces touch. Todos apostamos em algum momento que o Google Glass ou os óculos VR (Realidade Virtual) seriam a próxima etapa para o mundo da interface. Mas ao que parece, a evolução das interfaces tem um gradiente mais…

The dissonant voice

The dissonant voice

Of course, it’s easier to deal with who agrees with you, consonance. But, what if they don’t agree with you, what to do? There is who just throw out them, there is who pretends to listen them, but the dissonance has some secrets that, in some cases, are more valuable than any consonance.

The Boring Valley

The Boring Valley

To bem interesting is so good, but to be interesting all the time is so hard. The strategy to be relevant even at the moment you are being not as interesting as you want, can bring a lot of positive results. In presentations that I and my team make, I always sketch a graph of…

Way beyond the PPT

Way beyond the PPT

Who have never saw the power of a very well designed slide in a presentation? Yes, it works. But presenting is more than some organized well-designed slides. We’ll talk about the pieces of a good presentation here and we’ll understand what really matters.

Planning is choosing

Planning is choosing

A few years ago I heard something that makes more sense day by day, “planning is choosing” should be a mantra.

A arte de definir KPIs

A arte de definir KPIs

A habilidade de definir KPIs (key perfomance indicators ou indicadores-chaves de performance) é uma arte, dada sua complexidade, sua beleza, sua importância e seu impacto. E tem gente acabando com essa arte. Mas, vamos lá, para que serve o tal KPI? Em poucas palavras, podemos dizer que é uma tradução técnica de um objetivo estratégico….

Criatividade versus Performance?

Criatividade versus Performance?

Está na nossa natureza buscarmos o contraponto. Quente x Frio. Branco x Preto. Bem x Mal. Uma comparação rápida, simplista, linear e às vezes booleana. Isso é um perigo. Por muito tempo tenho acompanhado um debate que tem acontecido no background de muitas conversas. Criatividade x Performance. A minha questão é, qual a necessidade do…

11 coisas que aprendi em 2 anos de Sampa

11 coisas que aprendi em 2 anos de Sampa

Lá se vão 2 anos de Sampa. Confesso que quando cheguei, tive vertigem ao atravessar a passarela que passa por cima da Marginal Pinheiros na estação Berrini, tive calafrios ao chegar pela primeira vez na 25 de março, desembarcar no metrô Consolação me deixou trêmulo e pisar na Paulista teve a sensação de estar no lugar…

Marty McFly chega hoje

Marty McFly chega hoje

Marty McFly chega hoje em 2015, na cidade fictícia de Hill Valley, na Califórnia. Dia 21/10/2015 às 21h29 pelo horário de Brasília. Depois de muita gente tentando trollar a internet com datas falsas, chegou o grande dia. Era a chance quicando para um Back to the Future part IV, mas acharam melhor não. Talvez seja melhor…

If someone is texting while your are presenting, it’s your fault.

If someone is texting while your are presenting, it’s your fault.

It’s polemic, I know. Many will argue that is rude, unprofessional, people are having a lack of interest, and other things. But this guy has something we need to value: the sincerity, even it being hidden. Many people won’t even touch the smartphone, but they will yawn quietly, give strong blinks, take a note in…

The Martian: 9 things we’ve learned with Mark Watney

The Martian: 9 things we’ve learned with Mark Watney

A month ago, I watched The Martian’s first trailer. In the beginning I was confused, I thought it was an fan-made trailer of Insterestelar’s movie, because… you know… Matt Damon dressed as an astronaut… but fortunately I was totally wrong. More than a brand new movie, it was based on a book with a very…

10 hours of Gandalf Epic Sax Guy

10 hours of Gandalf Epic Sax Guy

Sometimes, when I am bored, without any job and all readings done, I go to Youtube and search for ’10 hours’ terms. Do you know what is ten-hours videos?