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Duda Mendonsa and the lessons of the Master of Political Marketing

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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.

In 1992, he was just hired to lead (finally the winner) Paulo Maloof’s campaign for the city of São Paulo. They were all at the meeting when Duda Mendonza’s accounting department called and said that there was an error in the down payment. “Dude, don’t even continue. Here, the agreement is being respected literally. If there was a mistake, it is definitely yours, ”the adviser said.

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“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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A POLITICAL TURN: Contarato’s fatherhood, an innocent anti-fascist prime minister, and a pro-democracy letter

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child’s father

Senator Fabiano Contarato (from PT), author of the law that expanded and established a national level for nurses – a project that was approved by Congress and sanctioned by Bolsonaro – took to social media to defend the paternity of the norm. According to him, Bolsonaro will use this issue for political gain.

“Bolsonaro is trying to claim the glory of the sanction, but he “forgets” to say that he vetoed the INPC fix. In practice, there will be no annual salary adjustment for nurses. We wish you complete victory! Let’s fight to override the veto,” Contarato tweeted.

Post that is distributed in groups and social networks

In another post, in a video, he said: “I am the author of PL 2564, which establishes a minimum wage (for nursing). I came here to warn you: don’t be fooled by President Bolsonaro. He authorized PL 2564 only because he knew that if he vetoed it, we would override the veto. I want to remind you that all 81 senators voted for the 2564 PL, and out of 513 federal deputies, only 12 voted against, including the son of the President of the Republic (Eduardo Bolsonaro).”

Posts linking Bolsonaro to the project are circulating on social media and discussion groups, mostly from Bolsonarists, with no attribution from Contarato.

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A letter for democracy will be read on the stairs of Ufes

Civil society organizations such as Transparência Capixaba, Convergência Democrática, Sindijournalist, Adufes, Sintufes, DCE of Ufes and others are participating this Thursday (11) in an impartial civic action with the reading of the Letter to the Brazilians in Defense of Democracy. . The letter calls for the protection of a democratic rule of law and respect for the election results.

The action will take place on the stairs of Teatro da Ufes and is scheduled for 16:00. The same event must occur simultaneously in other states. In São Paulo, the action will take place at USP Law School, where the letter was written. Outside the college, in Largo de San Francisco, screens will be set up for those who wish to follow them. The signatories of the 1977 letter to the Brazilians will also be present, in addition to representatives of organizations supporting the letter, which has already collected more than 830,000 signatures.

***

Anti-fascist PM acquitted in social media criticism case

Judge Getúlio Marcos Pereira Neves of the Vitoria Court of Military Audit opened an investigation by the Military Police (IPM) against Prime Minister Corporal Vinicius Curzone for allegedly insulting the Corporation on social media.

Curzone is the coordinator of the anti-fascist police group in the state, and on the group’s Instagram would be critical of public safety in general, defending the principles the group believes in. The group would also post a note in solidarity with government candidate Captain Souza (PSTU), who is also an anti-fascist police officer and the subject of an investigation by the Corporation.

The decision was taken after the Military Prosecutor’s Office filed a motion to open a criminal case for an unexcused reason, which could lead to criminal prosecution. “Based on the foregoing, I satisfy the request of the Military Prosecutor’s Office and determine the introduction of these, upon dismissal and other precautionary measures, including the disposal of weapons and items, in the form of relevant legislation,” the excerpt from the court decision says.

Querzone is still responding to administrative disciplinary action (PAD) internally for the same reason.

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“Harder than a Candidate”

Senator Rose de Freitas (MDB) still has interim deputies on the slate for re-election. He argues that it is difficult to accommodate permanent substitutes. “It’s harder to include an alternative than it is to list a candidate,” the senator, who is president of the MDB in Espírito Santo, told Colone.

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Vinicius Simões trades an urn for coordinating Gandini’s campaign

Gandini and Vinicius Simões (center)

Former Chairman of the Vitoria House of Councilors Vinicius Simões (Citizenship) withdrew from the elections to the Federal House. His name no longer appears on the PSDB-citizenship federation protocol, which was submitted to the Electoral Court. He will coordinate in the capital the campaign for the re-election of State Deputy Fabrizio Gandini (Citizenship).

“After evaluating the entire current political scenario, especially the local scenario, and talking to our political group, my family and I decided to shelve this project and step back,” Simones said. He also said he wanted to focus his performance on Vitoria. Simões is the First Deputy for Citizenship in the Chamber of Deputies. If one of the councilors of your party is elected as a deputy, he becomes an adviser.

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Violence against women in debate

The State Public Ministry held last Friday afternoon (05) the IX State Meeting on the María da Peña Law with lectures on the topics: “Gender and racial political violence against women” and “Psychological violence against women”. The event was opened by the head of the parliament, Luciana Andrade.

According to the Minister of Security (Sesp), from January to July of this year, 52 women were killed, of which 18 (35%) by femicide – 5 of these crimes in the Capital Region, 4 in the North. , 2 in the south, 4 in the northwest and 3 in the mountainous region.

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Biden forgot he greeted the politician and starred in a gaffe

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Joe Biden estendeu a mão para ninguém

United States President Joe Biden returned to star in the Tuesday 9 gaffe. After listening to Senate Majority Leader Chuck Schumer’s speech, the Democrat greeted the speaker and extended his hand again seconds later. Greetings.

This isn’t the first time Biden has filmed a handshake scene. In April, after speaking at North Carolina State Agricultural and Technical University, The Democrat stepped down from the pulpit, turned to the right, and held out his hand, as if to shake someone’s hand. But there was no one there.

Last month, after speaking in Tel Aviv, Israel, the US President repeated the dose.

The goal of Saudi comedians

An excerpt from a comedy show Studio 22, aired in Saudi Arabia, went viral on social media. The video portrays Biden as incapacitated. The sketch also teases US Vice President Kamala Harris.

The actor playing the Democrat is unaware of his surroundings and looks like he’s about to fall asleep.. Kamala’s character tells the president what to say and do. At the end of the video, Biden finally falls asleep.

“Thank you very much! Today we will talk about the crisis in Spain,” Biden said. “Yes, we will talk about the crisis in Africa. Yes, Russia! I want to talk about Russian President Putin. Yes, Putin. Listen to me, I have an important a message for you. The message is: … And the President of China … What? Haven’t I finished talking about Russia? Thank you for correcting me, First Lady. Thank you very much! God bless them…”

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“Thank you,” said Kamala. “Hallelujah! Applause for the President. Now!”

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FBI search causes political storm and could speed up Trump’s re-election

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FBI search causes political storm and could speed up Trump's re-election

Hours after it was revealed that the FBI raided his residence in Mar-a-Lago, Florida, Donald Trump posted a campaign video on his Pravda social network, fueling rumors that he was preparing to announce his re-election to the presidency.

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