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Duda Mendonsa and the lessons of the Master of Political Marketing



Duda Mendonsa and the lessons of the Master of Political Marketing
Advertiser Duda Mendonsa died on August 16 at the age of 77. Credit: Victor Moriyama / Folhapress.

Twenty years late, I decided to read Duda Mendonza’s book, Casos e Melhores, published in 2001, when he had just been hired by PT to advertise the party. Later, he is known to run a campaign that resulted in Lula being first elected president in 2002.

Even though the book is old, social media frenzy, it contains lessons in political marketing that remain relevant, as well as tasty stories, behind-the-scenes politics, and childhood memories, as if it were a great chronicle, light and well-written.

Duda said that the first thing he did when he started the campaign was to carefully study his candidate: “His manner of speaking, his demeanor, his typical gestures, his favorite phrases, adjectives that he uses most often, etc. These are, apparently, little things, but they can never be changed: he is, and he must remain so. If you try to change a candidate, he will cease to be who he is and can never be who you want him to be. “

Political marketing is commonly criticized for converting candidates into a well-packaged product like soap. But it’s one thing to make small adjustments to the image. Another, very different, general reform: “There are people who change everything from hair color to how they dress, to how they express themselves, demoralizing citizens. This is not marketing, this is sheer madness. “

Duda was famous in the 2002 campaign to create the “Lulinha paz e amor” figurine. In the book, he talks a little about these behind the scenes. One of his innovations in the PT campaign was that Lula just smiled. Before that, he always seemed very serious, almost angry. And in fact, in personal communication, Lula has always been a sympathetic figure – regardless of the results of his administration, his charisma is undeniable, so much so that today he ranks well in opinion polls.

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Since the book was launched even before the creation of Facebook, which appeared in February 2004, the book stands out as a big bargaining chip for the campaign on television, which has gained relative weight, especially after victories such as Bolsonaro in 2018. , relying mainly on powerful content distribution technology (which is not always the case) on networks.

But television remains important, and on both television and networks, a candidate cannot do without a well-defined communication strategy. “There is no politician with an executive or legislative function who can do without good communication advice. This is the first rule. And when I talk about the public relations team, I broadly mean a group that includes press relations, public relations, advertising and marketing, ”says Duda, naturally defending his own interests, but not without reason.

Died 16 August last year at the age of 77 Duda Mendonça was a Brazilian advertising genius. He was the subject of lawsuits while paying his monthly allowance and gasoline, he was investigated by Lava Jato, he became an STF defendant, and even made an award-winning statement that was approved by the Supreme Court. Something awesome for anyone who has gone through episodes like this one below.

“I like correct, clear, direct things,” the advertiser explained. “My accounting department said you were wrong. We were paid the same installment twice. I just want to know who I am returning the money to. ” Everyone in the room lost their voice.

Dudley was a spiritual man. In August 1999, he decided to travel to the Camino de Santiago de Compostela with his son Alexander. Once there was some kind of lighting. I write down a summary: “I was not happy, but I was not sad either. No thoughts. Just a strange feeling of freedom, peace and well-being. For the first time in my life, I realized what I was looking for. It was not called happiness. His name was world. Then I started crying so much that I scared my son. “

Finding success can also jeopardize your happiness because it means giving up your personal life to devote yourself to business, he said. I finished reading the book and thought: hey, I would like to have a beer and talk to this guy. Now it doesn’t work anymore. But there is a book, and it is worth reading. Even with a delay of 20 years.

This text does not necessarily reflect the views of A Gazeta.

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The dollar continues to reflect the political scenario



The dollar continues to reflect the political scenario

Yesterday, financial agents evaluated the opposite decision of the Federal Supreme Court (STF) regarding the so-called secret budget. In addition, a decision was made by STF Minister Gilmar Méndez to issue an injunction that would exclude the Bolsa Família from the spending cap rule, with investors trying to understand how this measure would affect the processing of the transitional PEC in the Chamber of Deputies. Oh this PEC!!!!

Since he is an exchange investor, any reading that the budget will be exceeded or become more flexible will negatively affect the exchange market, whether through the PEC or in any other way. We will continue with volatility today.

Looking beyond, the US Central Bank (Fed), although slowing down the pace of monetary tightening at its December meeting, issued a tougher-than-expected statement warning that its fight against inflation was not yet over, raising fears that rising US interest rates will push the world’s largest economy into recession.

The currency market continues to react to political news. The voting on the PEC is saved for today. It is expected that it will indeed be reviewed to open the way tomorrow for discussions on the 2023 budget.

Yesterday, the spot price closed the selling day at R$5.3103.

For today on the calendar we will have an index of consumer confidence in the eurozone. Good luck and good luck in business!!

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Andrés Sánchez consults with the Ministry of Sports, but refuses a political post.



The former president of the Corinthians dreams of working for the CBF as a national team coordinator. He was consulted shortly after Lula’s election.

Former Corinthians president Andrés Sánchez was advised to take a position in the Ministry of Sports under the administration of Lula (PT). However, he ruled out a return to politics. dreams of taking over the coordination of CBF selectionHow do you know PURPOSE.

No formal invitation was made to the former Corinthian representative, only a consultation on a portfolio opportunity with the new federal government, which will be sworn in on January 1, 2023.

Andrés was the Federal MP for São Paulo from 2015 to 2019. At that time he was elected by the Workers’ Party. However, the football manager begs to stay in the sport, ruling out the possibility of getting involved in politics again.

Andrés Sanchez’s desire is to fill the position of CBF tackle coordinator, which should become vacant after the 2022 World Cup. Juninho Paulista fulfills this function in Brazil’s top football institution.

The former president of Corinthians was in Qatar to follow the World Cup along with other figures in Brazilian football. During his time in the country, he strengthened his ties with the top leadership of the CBF.

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The EU has reached a political agreement on limiting gas prices – 19.12.2022



Germany sentenced Russian to life imprisonment for political murder by order of Moscow - 12/15/2021
BRUSSELS, DECEMBER 19 (ANSA). European Union countries reached a political agreement on Monday (19) to impose a natural gas price ceiling of 180 euros per megawatt hour (MWh). The main sources of income for Russia and the minimization of the use of energy as a weapon by the regime of Vladimir Putin.

The agreement was approved by a supermajority at a ministerial meeting of member states in Brussels, Belgium, after months of discussions about the best way to contain the rise in natural gas prices in the bloc caused by Russia’s invasion of Ukraine. .

The value set by the countries is well below the proposal made by the European Commission, the EU’s executive body, in November: 275 EUR/MWh. However, the countries leading the cap campaign were in favor of an even lower limit, around 100 EUR/MWh.

Germany, always wary of price controls, voted in favor of 180 euros, while Austria and the Netherlands, also skeptical of the cap, abstained. Hungary, the most pro-Russian country in the EU, voted against.

The instrument will enter into force on 15 February, but only if natural gas prices on the Amsterdam Stock Exchange exceed 180 euros/MWh for three consecutive days. In addition, the difference compared to a number of global benchmarks should be more than 35 euros.

Italy, the EU’s biggest supporter of the ceiling, has claimed responsibility for the measure. “This is a victory for Italy, which believed and worked for us to reach this agreement,” Environment and Energy Minister Gilberto Picetto tweeted.

“This is a victory for Italian and European citizens who demand energy security,” he added.

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Currently, the gas price in Amsterdam is around 110 EUR/MWh, which is already a reflection of the agreement in Brussels – in August the figure even broke the barrier of 340 EUR/MWh.

However, Russia has already threatened to stop exports to countries that adhere to the ceiling. (ANSA).

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