PEDRO LACERDA · STRATEGY & PLANNING
Understanding what moves people is where good strategy begins.
I turn research, culture and behavior into brand strategies, narratives and campaigns that connect business goals to people.
~10 years.
of strategy and communication
12 cases.
published in the portfolio
+1,600 people.
in facilitated processes and projects
4 countries.
connected through projects and training
One process, applied to different problems.
Understand, find, transform, move: it is the logic I use on every project, from diagnosis to the campaign going live.
View services →01
Understand
Research & Diagnosis
I read context, business, culture and behavior to understand the problem before looking for the answer.
02
Find
Insight & Strategy
I organize signals, tensions and opportunities until I find the point that can guide a clear decision.
03
Transform
Narrative & Creativity
I turn strategy into positioning, territories, briefs and ideas that can come to life in communication.
04
Move
Campaign & Mobilization
I design journeys, channels and experiences thinking not just about what we want to say, but about what we want to happen.
Every case below starts with the same question I learned to ask early on: who is this audience, and what really moves them?
Estância 92 - Minerva Foods
The game as a ritual of celebration
Expand the presence of Estância 92, Minerva Foods' premium brand, by leveraging Esporte Clube Primavera's historic access to Paulistão Série A. The challenge was to insert the brand into the world of football without interrupting the game or competing for attention with the sport, transforming local passion and fandom culture into a legitimate territory for community building and gastronomic experience.
Ambipar
Protocolo Amazônia 2040: Futures Design for the Amazon Bioeconomy
Ambipar wanted to go beyond simply being present at COP30 in Belém: it aimed to broaden the conversation about the future of the Amazon bioeconomy and open space for futures that weren't yet being imagined, in a public debate historically focused on present-day urgencies. The challenge was turning dense futures-scenario research into something the public could actually feel and discuss, rather than another lecture on trends.
Instituto Update
Youth In Power: Redesigning the Course of Politics
Understanding who the young people already occupying elected office and public management roles in Brazil are, mapping their journeys, political innovation practices and the challenges of their work, on the eve of the 2022 election cycle, against a backdrop of recurring discredit and delegitimization of youth political action. The methodological challenge was twofold: conducting deep qualitative research, with exploratory mapping, in-depth interviews and focus groups, entirely remote due to the pandemic, and then turning a large volume of findings into a narrative that could circulate beyond academic circles, reaching young leaders, parties, electoral support organizations and the press.