Eugênio Mohallem: discover how this genius mastered creative writing and advertising

Havaianas. Bayer. Mizuno. Apple. Sheet. Estadão. Working for these brands may be the dream of many marketers, but few can say they have fulfilled them all. This is the case of Eugênio Mohallem, one of the greatest writers in Brazil, who has now arrived at the Beatz Podcast studios.

From phrases that convinced the middle class that Havaianas sandals were not an inferior item, to the use of political satire to promote Carta Capital magazine, Eugênio Mohallem has a CV that justifies how acclaimed this professional is in the world of advertising.

Therefore, we could not fail to analyze his career and understand what makes Mohallem one of the greatest advertising writers in Brazil. Do you want to know what his steps were towards stardom and awards?

We have all the details in this article. Check out!

“Apart from Elvis, those who are alive always appear”

One of Eugênio Mohallem's famous phrases, and this week's episode of the Beatz Podcast proves it. We invited the master of advertising writing to share with us details of his career and his perception of the advertising market. And the chat was incredible.

You already have access to the full episode, there on our official youtube channel and also in the our profile on Spotify. Run to check it out!

But don’t worry, there’s still a lot to talk about here about this advertising star! Check out 3 interesting facts about Eugênio Mohallem!

3 interesting facts about Eugênio Mohallem’s career

With a vast CV, Mohallem has collected experiences that any writer would envy. We've separated some of them, and curious details about the advertiser's life!

Repression and a mind without locks

The passion for advertising and propaganda emerged in a period of repression that did not accept thoughts like Eugênio's. At the end of the dictatorship, the master editor recognized that his way of thinking and communicating could cause major problems.

In the new episode of the Beatz Podcast, he tells more about this period in which he began to approach advertising, and his father's warnings about the dangers that his irreverent way could attract, in a period where there was little care.

Furthermore, he talks about the transition process from the interior of Minas Gerais to the capital of the state of São Paulo, to join one of the largest universities in the country, USP.

Not everyone wore Havaianas

Eugênio Mohallem was one of those responsible for the speeches used by the Havaianas brand during the 90s. The biggest challenge at the time was convincing the new middle class that the product was indeed an item for the rich. Since the product's main audience was from the lower classes, this was not an easy task, but it was accomplished successfully!

It was from there that messages that marked the advertising emerged, such as:

“Millionaires use it to go unnoticed. Unnoticed people use it to pretend to be millionaires.”

“The greatest gift a foot can have.”

“Rich people love Havaianas because they are the first thing the new rich stop wearing.”

Politics and advertising mix a lot

Furthermore, Eugênio Mohallem contributed to advertising pieces for Carta Capital magazine, which managed to cleverly take advantage of the political events of the time and publicize the periodical's work.

Thus, it was during this time that the advertising writer developed works like the ones below!

However, he didn't stop there. Eugênio Mohallem was also involved in campaigns that earned him nine lions of the Cannes film festival, in addition to being elected professional of the year twice by the Caboré Awards, the “Oscar” of Brazilian advertising and advertising.

Just like your genius, the awards don't stop there! After all, the writer received awards, such as:

• Fiap;
• Art Directors;
• OneShow;
• And Clio Awards.

Now, where can you find out more about this incredible professional, if not through your own perception of the career and the advertising market?

That's what you find on the Beatz Podcast channel!

Eugênio Mohallem on Beatz Podcast!

The Beatz Podcast now has a new episode and you can access Eugênio Mohallem's special appearance on our channel. There are weekly episodes, always with a different specialist in marketing, entrepreneurship or management, for a chat full of tips and relevant information.

So, we always have an appointment on Tuesdays, starting at 18:30 pm!

Additionally, you can access all our materials and articles, available at our website. There are complete e-books and guides to improve your marketing and content strategies. And best of all, completely free! Access right now and guarantee your new e-book!

And don't forget to check out the latest marketing news at our blog. To this end, we have prepared countless articles to help you improve your techniques and keep up to date with new market trends. Enjoy!