STRATEGIC MARKETING & COMMUNICATION
TIAGO VAZ
"You're either remarkable or invisible. To be a Purple Cow is to be remarkable." – Seth Godin
Stories I've Told So Far
Connect with
my story
Hello, my experience is managing digital environments and leading teams without losing the goals that need to be achieved and the ability to bring a positive and motivating approach to myself and my team. Keeping the sun shining wherever I go is my motto.
I learned a lot from my Marketing and Digital Marketing certifications with honors at the University of California, Los Angeles. Still, the day-to-day market in Brasília and São Paulo, Brazil, is another whole school.
Here, I briefly tell you my journey over the more than ten years of my career. A lot has happened since then, and I'm very proud. Feel free to explore this page and talk to me about marketing and much more.
Currently, I am a master's student at the Catholic University of Brasília, enrolled in the Innovation in Communication and Creative Economy program. My research focuses on narrative studies in the context of emerging technologies, exploring how these innovations are transforming storytelling techniques and the audiovisual landscape.
I'm here to do the best digital marketing and education projects. I teach, consult and solve problems. Political campaigns, government jobs, rock bands, fashion brands? Influence Marketing? I got the job done!
I always want to increase my references to offer my remix of ideas. So, more people can also create new things. That's how life should be. Co-created.
CDN
CDN, in 2016, was the second-largest Public Relations company in the Brazil. Initially, they hired me to join a team forming to care for customers who needed support on Digital. The first primary mission was to watch for Sabesp's digital team, the excellent water distribution company for all of São Paulo. With the campaigns that aired offline, I could see where we could look for opportunities to operate digitally, even though our main product is providing Customer Service for Sabesp consumers who reported problems on their social accounts.
Still, within the CDN, I had the chance to work for global brands like Samsonite, where we sought to sell travel experiences and not just bags. Especially from a mapping of influencers that had a fit with the brand.
CDN still exists under that name today, but it is part of the Omnicom group.
When: 2016-2017
Where: São Paulo, SP, Brazil
Co-workers: Silvia Ruiz, Fábio Santos, Andre Stephan, Pedro Biso, Luty Vasconcellos, Igor Ramos, Ademir Viana, Renato Remir, Caio, Paty, Adriana Vieira, Fernanda Dantas
Justice Ministry
The phone rang, and the Minister of Justice requested my skills to be his advisor for digital affairs, as his mission involved several state security issues, including electronic elections. We did an excellent job, especially in the bureaucracy required to bid for new communications agency contracts.
When: 2017-2018
Where: Brasília, DF, Brazil
Co-workers: Torquato Jardim (Ministry), Maria Filomena, Antônio Brentano, Kika Suppa, Ugo Braga, CDN PR Agency.
Sport Ministry
That's when I worked at the FSB, the largest Public Relations agency in Brazil, that I was invited to abandon everything I had done until then. I was afraid, but at the end it was a super right decision. We were on the eve of the Rio 2016 Olympic Games - what could be cooler? I trained the teams that would take pre-coverage and coverage of Rio 2016 to the world via the Internet. Together, the government prepared Brasil 2016, telling the task force through storytelling that several other ministries that received the mission of making the Olympic Games happen to go ahead. Always, I will forever remember that it was here that I could carry out the online coverage of the first World Indigenous Games (a must).
When: 2015-2016
Where: Brasília, DF, Brazil
Co-workers: Ugo Braga, Eden Wiedemann, Cumbuca Agency Team, FSB PR Agency.
Oh My God!
This project was created boldly by a friend who decided to invent a capsular wardrobe (from skin sizes to plus sizes). Subscriptions were for 3, 7, 15, or 30 days. And you could count on more than 2,500 pieces in your shared wardrobe. And the best thing about laundry was on account of the creator. How do we get into this? My partner, at the time, went looking for another female member for the team so that we could help make Oh My God! happy, and so its owner.
When: 2016-2017
Where: Brasília, DF, Brazil
Co-workers: Andre Stephan e Camila Faria
We created "How Not to Be a Jerk" for Sindilegis, a guide for men who are tired of being sexist at work. With a focus on empathy and respect, we used practical examples and humor to engage and educate the audience. Our goal was to promote a culture of healthy coexistence and mutual respect among colleagues and in society.
With great pride, this campaign was submitted to the Cannes Lions 2024.
How Not to Be a Jerk
Sindilegis represents employees in the Chamber of Deputies, the Federal Senate, and the Federal Audit Court.
My experiences at Sindilegis include award-winning projects, particularly focused on combating violence against women.
Congress Thinking Brazil
This major event in Rio de Janeiro, at the Museum of Tomorrow, during a presidential election year, brought together experts and presidential candidates to discuss urgent issues.
Violence Cannot Rule
We highlighted violence against women by portraying historical accounts of Empress Maria Leopoldina. The ad featured theatrical testimonies, reminding viewers that such violence remains a reality.
How Not to Be a Jerk
In 2022, we published a guide highlighting sexist phrases women face at work. It became a top 9 bestseller on Amazon Brazil. The 2023 edition featured a new preface by renowned journalists and included a "Secret Friend" digital action for anonymous gifting. We're now translating it for a global release.
The Inverse Path: Act for Democracy
A month after extremist attacks on Brazilian government headquarters, Sindilegis organized an event with various stakeholders to affirm the resilience of Brazilian democracy. Marci Harris, CEO of Popvox, represented the American perspective during this challenging time.
Co-workers: Alison Souza, Marcos França, Luisa Dantas, Luiz Barcelos, Barbara de Bulhões, Gabriel Scorsin, Raíssa Povoa, Alessandra Galvão, Thiago Marques.
Sindilegis
Eduardo Campos (Brazilian Presidential Candidate 2014)
This is a story that still touches me to this day. The plane tragedy that took Eduardo de Campos from us took a bold politician ready to build a political path to take Brazil away from the two poles that governed the country for many years. For Campos, I had the chance to write digital copywriter for many of his posts from a personally and politically exciting life.
When: 2014
Where: Brasília, DF, Brazil / Recife, PE, Brazil
Co-workers: Marco Bahe, Eden Wiedemann, Fred Fagundes, Andre Stephan, Amanda Macedo, Cumbuca Agency Team.
João Amoedo (Brazilian Presidential Candidate 2018)
Cumbuca ad agency hired me to assume the role of 24/7 advisor to the candidate. For four months, my life was traveling on the same planes and sleeping as a candidate for the presidency of Brazil who traveled to all Brazilian capitals (and a few more cities). We split up like this: me, the photographer, and the videographer going with Amoedo for the trips. At the same time, a complete digital marketing team stayed in an office in São Paulo receiving our content, enabling the creation and analysis of data in real-time. Ultimately, we are ahead of old politicians who have been in the game for years. That was João Amôedo's first attempt.
When: 2018
Where: Brazil
Co-workers: Cumbuca Agency Team
Scalene
I like this case a lot. After the political successes, my friends and I were invited to help a rock band win the reality show Superstar a program on TV Globo, Brazil's largest open television station, and the second broadcaster in the world. Together we thought about adapting strategies used in political campaigns to leverage the rock band in the competition. They reached second place. Then we continued doing the rock band's digital ads and planning for Scalene’s release albums and singles with the recorder Slap (Som Livre).
When: 2015 - 2017
Where: Brasília, DF, Brazil / São Paulo, SP, Brazil
Co-workers: Andre Stephan, Gabriela Miranda e Camila Faria
Federal District Government (GDF)
I worked in the Government that administers the capital of Brazil in two different administrations, first in 2012, where we could assemble a team from scratch and build what we truly believed should be a digital government team to meet the demands of the population. In the second moment, 2015, in another administration, I was able to directly assist the governor in person in the proposal to use open data in his administration and create a digital office for the population to bring their problems to the governor more promptly.
When: 2013-2014
Where: Brasília, DF, Brazil
Co-workers: Ugo Braga, Eden Wiedemann, Fred Fagundes, Renata Checha, Andre Stephan, Luiz Gonçalves, Hanna Bandeira, Amanda Macedo, Elisa Barros, Aline Mendes, Giselle Anjos, Halline Medeiros, Samara Haline
Come Down to Play
After a coffee talk, my friend Pedro Vilanova and I decided to go into the world of podcasts. We quickly created "Desce pro Play" (Come Down to Play), a podcast show where everyone could play and debate the proposed themes. Always very democratic.
Come Down to Play was very eclectic and discussed trending topics. Whenever possible, we had guests to add to the debate. Biweekly, the show released episodes on all streaming platforms.
When: 2019-2020
Where: Brasília, DF, Brazil
Co-workers: Pedro Vila Nova, Thiago Chaves (Nash Music Studio)