metrics

to generate conversation and conversion

a campaign shouldn't look like a campaign

to rub shoulders with someone
to help each other move forward

good emotions
happiness
excitement
eagerness

bad emotions
worry
anger
sadness
anxiety (en gzai e dy)

tired (d)

worried (d)

surprised (d)

confused )d)

scared (d)

bored (d)

happy

angry

sleepy

thirsty

a disruption

a four-month project

the TV programs lasts 4 months

how long does it last?

to evolve

communication has evolved

sensitive topics

to get it wrong

explosive

exhaustion

loyal - fiel

the client requested xyz

a polarized world

they fall in love with a bad idea

we saw ourselves

to praise

to compliment

in the spotlight

to play up the good aspects

examine, examining

memorize, memorizing

suggest

accept

a weather forecast

devil's advocate

to argue for the other side

to incentivize, to encourage

behavior

to turn it down

competitive sports

hearing (sense)

a thread (fio condutor)

it wasnt in the briefing

a fortunate decision

it doesn't depend 'on' me

the better action (2 actions) is not say no

the best action (3 or more actions) is to say yes to everything

when you choose your tasks you become more important

choice - noun

choose - verb

when you concentrate your energy in one task

people are trying to do everything at the same time

look for (procurar) my watch

look at (olhar) my watch

homework

work from home

it was not (wasn't) common before

we evolved in different aspects

a shareable experience

they dont worry about saving money

I'll be 15 minutes late

I'm 15 minutes late

it tasted like sugarcane

execution

visibility

prejudice

what do you like about the ad?

price hikes

a pick-me-up

the Starbucks counter

launched

aim, aimed

feature (and future)

match

sandwich

agency

QSR

concern

events

steamed meat

a charity banquet
to diversify
diversification

infrastructure

joint venture

steamed meat

disclosure

to fine someone

I fire them

I dismiss them, I let them go

wages = salaries

fictional character

stripes

to run a business

franchisee

the brand is not established

the best returns

-build more

-reinvest

-the franchisees run the restaurants

-accelerate growth of the brand

-- create a great economic opportunity

business performance: (3:57)

we are positive in traffic at BK & TH

weight loss drugs and their impact

employment levels

I overslept

I didn't hear the alarm

I missed the gym

a two-income household

Roles:

• Alex (teacher): A marketing professional working on a new product launch.

• Jamie (you): The head of marketing who is reviewing the plan.

Dialogue

Jamie: Thanks for joining this meeting, Alex. Let’s discuss the marketing strategy for our new product launch. How’s the campaign coming along?

Alex: It’s been moving in fits and starts. We made great progress at first, but then the budget constraints forced us to adjust our plans.

Jamie: I see. Budget cuts can be tough. We have to be sensible with our spending, but we still need strong promotion. Have you thought of ways to leverage our brand’s existing reputation?

Alex: Yes! We’re collaborating with influencers to create buzz. However, some of them are hesitant because of recent price hikes. Consumers are becoming more sensitive to high prices.

Jamie: That’s a challenge, but we can highlight our product’s unique benefits. Also, we must ensure full disclosure about pricing and features in our ads. Any creative ideas?

Alex: One idea is a “morning boost” campaign. Our product is a perfect pick-me-up for busy professionals, especially those in two-income households who need an energy boost in the morning.

Jamie: Sounds great! Just be prepared—sometimes management likes to move the goalposts, so we may need to tweak the campaign.

Alex: Got it. We’ll stay flexible. But I hope this campaign doesn’t go down in flames—I really believe in it!

Jamie: Me too. Let’s fine-tune the details and make this launch a success!

a thin line, it's a thin line

to emphasize the codes

a news story

a tv program

unbelievable

it's the parents' fault - a culpa é deles

allow cookies?

smoking not allowed

cell phones are not allowed in schools

what motivates them
what's their motivation?

A breakthrough is a significant discovery, achievement, or advance.

overtly flashy or gaudy

a cousin's 15-year-old birthday party

an indigenous population

to borrow from

Interviewer:

Dolf, thank you for joining us today. Heineken has consistently performed well in the premium beer market. What’s driving this success?

Dolf van den Brink:

Thanks for having me. Our success in the premium beer segment is driven by long-term consumer trends. Over the years, premium beer has consistently outgrown the overall beer category, and we’ve reinforced this by investing heavily in our top brands—Heineken, Moretti, Desperados, and Kingfisher Ultra in India. These brands resonate with consumers who seek high-quality experiences.

Interviewer:

Heineken 0.0 has been a game-changer in the non-alcoholic beer space. Where do you see this segment heading?

Dolf van den Brink:

Heineken 0.0 is a significant part of our strategy. When we launched it globally in 2017, the non-alcoholic beer category was dormant. Today, it’s growing at a double-digit rate every year. In some European markets, it already accounts for up to 10% of beer consumption. We believe this segment will continue to expand, especially as younger generations seek more balanced lifestyles. That’s why we are investing heavily, including through our Formula 1 sponsorship, to build brand awareness.

Interviewer:

You mentioned global diversification. How does Heineken’s approach differ across markets like Europe, China, and the U.S.?

Dolf van den Brink:

Our strength lies in our diversified global footprint. We operate in over 70 countries and adapt to each market. In China, for instance, we focus entirely on the premium segment, where our Heineken brand is seeing double-digit growth. Meanwhile, in Europe, we took a moderate pricing approach last year to allow consumers to adjust after rapid inflation. In the U.S., we’re monitoring changing consumer habits and adjusting our strategy accordingly.

Interviewer:

With inflation and supply chain challenges, how is Heineken managing costs while maintaining growth?

Dolf van den Brink:

We aim for balanced growth—both volume and price mix. We’ve also been strategic with pricing; in Europe, we deliberately kept price increases moderate to help consumers adjust after energy-driven inflation. In regions like Africa, where hyperinflation is a concern, we adjust pricing carefully to protect profitability. Additionally, we’ve hedged energy and raw materials like aluminum and steel, which helps stabilize costs.

Interviewer:

Heineken recently announced a €1.5 billion share buyback. What’s the rationale behind this?

Dolf van den Brink:

We’ve always maintained a disciplined capital allocation strategy. Our first priority is investing in organic growth—expanding digital capabilities, marketing, and building new breweries in Mexico, Brazil, and Dubai. Since we are in a strong financial position, having deleveraged significantly, we decided to return value to shareholders through a structured €1.5 billion buyback over the next two years.

Interviewer:

Looking ahead, what are your biggest priorities for Heineken’s future?

Dolf van den Brink:

We will continue to focus on premiumization, investing in our brands, and expanding the non-alcoholic segment. Geographic diversification remains crucial, with a strong push in high-growth markets. Additionally, we’re enhancing our digital and marketing strategies to connect with consumers in a more personalized way.

Interviewer:

Dolf, it’s been a pleasure speaking with you. Thank you for sharing Heineken’s strategy with us.

Dolf van den Brink:

Thank you! It’s been a great discussion. Cheers!

cow farts

a taboo

a behavior that inspires us

losing my job was a blessing in disguise

surveys / research

informed consumers

to stall

affordability

affordable - inexpensive

from a business point of view

Scenario: The marketing professional is presenting a strategic report to the CMO on how to reposition Beyond Meat after its recent decline. The conversation includes tough questions about branding, messaging, and course correction.

Dialogue:

MP: The plant-based meat industry was once positioned as the future of protein, yet consumer adoption has stalled. How do we reposition Beyond Meat as a must-have product rather than a niche alternative?

CMO: That's the key challenge. We've already pivoted towards health messaging, but consumer trust in ultra-processed foods remains low. How do we break that perception?

MP: One issue is the mixed messaging—are we a sustainability-driven brand or a health-focused one? Consumers seem to resonate more with personal health benefits rather than climate impact. Should we double down on nutritional advantages and endorsements from health organizations?

CMO: That's a great point. But how do we make the “healthier than meat” message compelling when we’re still struggling with taste perception?

MP: We could launch a taste challenge campaign against traditional meat, similar to what Pepsi did against Coke. Consumers who try Beyond Meat and enjoy it are more likely to be repeat buyers. How do you feel about direct taste comparison marketing?

CMO: It’s a bold move, but it carries risk. We need data proving that people actually prefer it. Beyond taste, what do we do about our pricing problem? We're still more expensive than traditional meat, and price-sensitive consumers are switching back.

MP: A tiered pricing strategy might work—offering smaller, budget-friendly packs for first-time buyers while premium versions cater to health-conscious consumers. Would you consider launching an entry-level Beyond Meat product at a more competitive price?

CMO: Interesting. But how do we drive adoption at fast-food chains, where consumers expect affordability and convenience?

MP: Perhaps we should shift away from drive-thrus and focus on health-focused brands like Sweetgreen or Chipotle, where the audience aligns better with our value proposition. Have we done research on whether QSR (quick-service restaurant) partnerships are still viable?

CMO: We have, and results are mixed. Some markets have traction, but complexity in food prep is an issue. We need a more compelling reason for fast-food chains to keep us on their menus.

MP: What if we repositioned Beyond Meat as the "better-for-you" indulgence, much like organic or keto-friendly fast food? Would aligning with health trends like high-protein diets help?

CMO: That’s worth exploring. Let’s refine this positioning and test it in select markets.

humble - opposite of proud

to stall the project a little longer

the leadership works at the office on Monday

even on office days, many people dont come

an excuse = a justification

I get really mad

it drives me up the wall

fridge magnets

aesthetics

addicted to

the chalice (Stella Artois)

the pour

a bias - viés

we are always biased

sorry about my delay

delayed

stripes
mechanical pencil lead
a counter argument - um contraponto
a disadvantage
generalists, specialists
it's not either ... or
to choose an outfit

the bottle is empty.

I need to erase social channels.

I need to get off IG.

addicted to social media

a necessary evil

a concern

we can miss out on news. gossip

FOMO

he threw gasoline on the fire

to foot the bill = to pay for something

income qualified

a crossroads

secure

security

to hide imperfections

to correct course

to fix mistakes
we can exchange more ideas
we can discuss ideas
a discussion

a natal chart

to cough
naysayer - the person who says 'no'
license plate

grim

crow

to compromise, a compromise

efficiency

to be effective

effectiveness

at stake - at "risk"

stakeholders -

to change clothes

to exchange information

a hiatus

more sensitive to a hiatus

traps

to strengthen the relationship

humble

They have a portfolio that seeks distinctiveness.

between (entre 2)

among (entre mais de 2)

to do a good job

this person does not think of/consider Bradesco when they need to open an account

if this person is thinking about a big bank, they consider Itau

the person considers Itau

to threaten

a threat

If Nubank launches a very complicated product, that can threaten the brand integrity.

What can make Gillette a great brand is product innovation.

it is a little cloudy

off the shelf beverages

canned beverages

it's still a lot

~90 shops = around 90 shops

to lack - faltar, estar ausente

to lack warmth
to depend 'on'
the apple bite
to be associated with

LACK (verb)

• Meaning: To not have something you need.

• Structure: Subject + lack / lacks + Object (a thing).

• Examples:

  • Our campaign lacks a clear message. (The campaign doesn't have a clear message.)

  • They lack the resources to start a new project. (They don't have the resources.)

  • The ad lacked a call to action. (The ad didn't have a call to action.)

• Key Idea: It describes what is missing.

LACK (noun)

• Meaning: The state of not having something; a shortage.

• Structure: A lack of + noun.

• Examples:

  • There is a lack of creativity in our new advertisements. (Creativity is missing.)

  • The company is failing due to a lack of market research. (Market research is what is missing.)

  • A lack of funding is our biggest problem. (Funding is missing.)

• Key Idea: It is a thing itself (the absence of something).

2. Sentence Transformation

Example Task:

Rewrite the following sentences, changing the use of lack.

• Original: The campaign lacks a clear message.

  • Transformation: There is a lack of a clear message in the campaign.

• Original: The lack of customer feedback is a problem.

  • Transformation: The company lacks customer feedback, which is a problem.

• Original: Our marketing team lacks enough budget for video ads.

  • Transformation: There is a lack of budget for video ads in our marketing team.

1. Gap-Fill Exercise

• Our new campaign succeeds where others fail due to a ____________ of compelling content.

  • a) lack

  • b) lacking

  • c) lacks

• Many new products ____________ a clear target audience, which is why they fail.

  • a) lack

  • b) lacks

  • c) lack of

• The company's advertising strategy ____________ a strong digital presence.

  • a) lack of

  • b) lacked

  • c) lack

• Our competitor’s website has a significant ____________ of user-friendly navigation.

  • a) lack

  • b) lacking

  • c) lacks

there was a lack of organization in the project.

our politicians lacked seriousness

autumn = fall

winter

I love this change

I love the changing seasons

I'm never snow (x)

I have never seen snow

I've never gone skiing

people may = can (possibility) get hurt

We’re slammed (we have too much work), we have so much other work

pivot

yum doesnt put barriers

yum didnt put barriers

the ad piece

they fall apart

tiredness, exhaustion

her routine is very tiring

gambling - apostas

exclusivity

lack of awareness

lack of knowledge

to document all of the phases

criteria, metrics

unending - never ending
an ancient story
a knight

to wink

to nod

self assured

root

rooted

magician archetype

to dread something / someone

to backfire

friendly fire

to address a problem

to step in

We’ve stopped using plastic bags in supermarkets. We take our own bag with us now when we go shopping.

On the way to Paris, we stopped to look at an old castle. (We were travelling, then we stopped our journey in order to look at the castle.)

We stopped to have something to eat.

 a commute
it depends 'on' the time
boldness, bravery
it seems good

to reveal = to show

throughout

inarguable - indiscutível

you have one way out

even when - mesmo quando

intangible

in droves =in large numbers

to flock en masse = to move in large numbers

Practice Questions (to use the expressions)

1. Imagine your agency is launching a new sneaker campaign. How would you convince the client that customers will come in droves after seeing the ad?

2. Your creative director asks: “Why do you think audiences will flock to this campaign instead of the competitor’s?” — how would you answer?

3. Suppose a celebrity promotes a product on Instagram. How might fans react en masse, and how could the brand prepare for this?

• in huge numbers

• in masses

• in crowds

• in great quantities

to flock (meaning: to gather or move in large groups)

• to pour in

• to converge

• to stream

• to rush

en masse (meaning: all together, as a group)

• as a group

• collectively

• all at once

• together

to marvel at something

to err - to make a mistake

Marvel at it.

Glorify it.

Its power.

Its strength.

Give my body your full attention. See it.

Appreciate it.

Understand it.

And then...

you’ll see what I can really do with it.

Chief Creative Officer (CCO)

C: Thank you for meeting with me today. I’m excited to hear your ideas. What can your agency do for our new product launch?

CCO: Thank you for coming. We can design a campaign that works on TV, social media, and print. We also could create a short video series to connect with younger audiences.

C: That sounds interesting. But I’m worried about the budget. This campaign may become too expensive for us.

CCO: I understand. We could adjust the ideas to make them more affordable. For example, instead of TV, we can focus on social media only.

C: Yes, social media is important. Do you think the campaign might get enough attention without TV?

CCO: Absolutely. If we use strong visuals and influencers, it might reach even more people than TV.

C: Good point. What about the timeline? How fast can you deliver the campaign?

CCO: We can be ready in six weeks. But if you need something sooner, we could launch a smaller teaser campaign first.

C: I like that idea. But I worry the humor in your concept may not work in our market.

CCO: That’s a fair concern. We can test two different versions—one with humor and one more serious. Then we might see which one performs better.

C: Excellent. I think we have a good direction. Let’s move forward with the social media plan.

CCO: Perfect. We can prepare the first concepts for next week.

Characters:

Chief Operations Officer (COO)
Creative Director (CD)

COO: Thanks for joining me, we need to discuss the new client project. How many concepts can your team prepare this week?

CD: We can finish three strong ideas by Friday. If we have more time, we could polish them even further.

COO: Good. The client mentioned they’re on a tight budget. That may limit the kind of production we propose.

CD: True, but we might still create something impactful with a smaller budget. For example, we could use animation instead of live shooting.

COO: I like that solution. Do you think your team can handle the pressure of the deadline?

CD: Yes, we can, but it will be intense. We might need extra support from the design department.

COO: That’s possible. I could move one designer from another project to help you.

CD: That would be great. Also, I think the humor in one of our concepts may be too risky for the client.

COO: You’re right. We could present it as an alternative, but the main idea might need to be more conservative.

CD: Exactly. That way, the client can choose which direction they feel comfortable with.

COO: Perfect. Let’s make sure the three concepts are ready. We can review them together before presenting.

CD: Agreed. My team can have the first drafts ready by Wednesday.

a crisis is serious (sing)
Crises are ...(plural)

to come out of it better

to fire extremists

deodorant

razor

toothbrush

mercury

basil - manjericão

oregano

thyme - tomilho

Rosemary -alecrim

baby shower = chá de bebê

diapers

baby wipes

onesie

essay - redação

children are more influenced

behavior - comportamento

"When I looked at the downside, I figured we would never lose a retail customer."

instead = in place of, as a substitute

• I couldn't go, so she went instead

• You can go instead of me

• Walk to work instead of going by car.

all of the agency

observative

to be curious

1. Heist
   A robbery, especially one involving the theft of valuable items, typically carried out with careful planning.

2. Thieves
   Individuals who steal, especially those who take property unlawfully from others.

3. To Break Into
   To forcibly enter a building or property, often with the intent to commit theft or another crime.

4. Invaluable Jewelry
   Extremely valuable or priceless items of adornment, often made from precious metals and gemstones.

5. To Flee
   To run away or escape from a situation, especially to avoid capture or danger.

6. Crane
   A large, tall machine used for moving heavy objects, often found at construction sites or used in industrial settings.

7. Power Tools
   Electric or battery-operated tools designed to perform tasks that involve cutting, drilling, or shaping materials, enhancing efficiency and effectiveness in construction or repair work.

to go crazy

before iFood 'was' my client

they reimbursed me in 2 minutes

how satisfied I am with a product or service

the strategy can reduce the probability of turning your customer into a detractor

a coupon

compensation

unsustainable

bank statement (extrato bancário)

bank fees (tarifas)

if the internet goes down,...

sensitive

lettuce

broccoli

avocado

cucumber

chemicals

a fable - fábula

impactful

manner - (maneira), way

broad - amplo

broadly - amplamente

to embody - personificar

embodiment - personificação

effort

obviously

strategic

components

events

goose

cocktail

success

consistency

goose
events (BUT note: events = second syllable stress /i-VENTS/, even though it’s short)

2. Two-syllable, FIRST-syllable stress

athletes → ATH-letes
effort → EF-fort
cocktail → COCK-tail

3. Two-syllable, SECOND-syllable stress

success → suc-CESS
components → com-PO-nents

4. Three-syllable, FIRST-syllable stress

obviously → OB-vi-ous-ly

5. Three-syllable, SECOND-syllable stress

strategic → stra-TEA-gic

6. Three-syllable, THIRD-syllable stress

consistency → con-SIS-ten-cy (stress on the second syllable, but the rhythm feels like a “third-syllable” type because of the ending)

obviously

specifically

excessive

heroine

purchaser

• STATS /stæts/

  
  

First-syllable stress (STRONG–weak–weak)

• OBviously — /ˈɑbviəsli/

• HERoine — /ˈhɛroʊɪn/

• PURchaser — /ˈpɝtʃəsər/

  
  

Second-syllable stress (weak–STRONG–weak / weak–STRONG–weak–weak)

• ex-CESS-ive — /ɪkˈsɛsɪv/

• spe-CIF-i-cal-ly — /spəˈsɪfɪkli/

to doodle