life is what matters. the biography of an advertising agency

169 Pages·2013·8.86 MB·English

life is
what
matters. the biography of an advertising agency
My first meeting with Celso Loducca happened because of something I NEVER do: write a
commissioned book. But I did it for him. Don’t ask me why—I can’t recall. I only know that
this allowed me to meet a person whom I would come to admire in times of happiness and talk
to in times of need. Since the origin of this friendship is in the “Book of Manuals” , here
(page 168)
is a short manual of the things I learned from him:
1 – You can make a mistake. But you cannot repeat the mistake.
2 – If everyone loves you, something is wrong. You can’t please everyone.
3 – No one learns important things by just taking a course on the subject.
4 – As much as we try, we cannot push a river or force its waters to flow any faster.
5 – You need to learn to navigate without any grudges among false friends and true enemies.
6 – The world is divided into two types of people: the “Chico Buarques” and the “Lady Gagas”.
7 – Creative jobs are socially accepted forms of getting naked in public.
8 – There is nothing wrong with looking like an idiot, as long as what you are doing is intelligent.
And to wrap up this long book flap, here is a caveat: don’t believe the “skinny feverish kid” bit,
an expression repeated frequently in the book. Celso is a lion. And his agency is the queen
of the “jungles.”
Paulo Coelho.
(Novelist)
Surface of the
planet Mars
2 Esse menino vai explodir! 3
Close-up of the woodblock
print The Great Wave off
Kanagawa by the Japanese
master Hokusai
German author
Hermann Hesse
Jack Lemmon in a
scene from The
Apartment
Scene from Robocop
Surfer riding
a tube at
Bullfrog a Hawaiian beach
Master Yoda,
character from the
Star Wars series
Yerba mate, the
weed that makes
chimarrão
Lucia Maria
Clemente in
a moment
of extreme
happiness
The Hindu
god Shiva
meditating
Banco Santos
making the
headlines in
November 2004
Autographed Leica camera
Santos F.C. used by
jersey Cartier Bresson