I write for brands.

I've spent my career finding the right words for brands people know, in markets that don't forgive mediocrity, across every medium that carries a message.

Thirty-five years across JWT, BBDO Portugal, Ogilvy Portugal, BALTAD and Nova Expressão. The work spans naming, TV, radio, print, digital and social. Popota. Lipton. Optimus. Continente. The lines that stick.

Beyond advertising: music journalism at Blitz and Rádio Comercial, travel writing at Volta ao Mundo, eleven years teaching the next generation at Restart. Writer first. Strategist always.