GABRIEL BATISTA2025
People don’t think in funnels. They zig. They contradict themselves. They choose for reasons they can’t explain. That’s the kind of mess I like. Understanding how people decide and using that to make brands clearer, sharper, more interesting.
I didn’t start in strategy. I started in the account team. Then moved into research. Then marketing. That mix, not linear and not planned, taught me to spot triggers others miss and look at problems from different angles.
Today I'm Strategy Director at Havas Portugal, working with some of the country’s leading brands, including EDP, NOS and Danone. Along the way, I’ve also worked with Lisbon Fashion Week and MAAT: Museum of Art, Architecture and Technology. I also teach Creative Strategy at Brother, a Cannes-awarded school.
Here are five projects I’m proud of. Each one shaped by different skills, teams and ways of thinking.
Email
Linkedin
Instagram 05 PARFOIS: RESEARCH-DRIVEN STRATEGY FOR INNOVATION
In-depth Research
Innovation StrategyParfois, a leading accessories brand, wanted to introduce clothing without compromising its core business. To achieve this, the brand ran a study in Lisbon, Porto, Madrid, and Barcelona, where I led the research. Over 10 days, I shadowed different consumers throughout their shopping journeys, from home to the stores. In the final stage, I worked undercover in a Parfois store, where no one knew I was a researcher, to analyze the in-store experience.
After completing the research, I collaborated on the data analysis from all four cities to develop a strategic recommendation. This approach, which positioned clothing as a natural extension rather than a standalone category, is now a key part of Parfois’ brand strategy, successfully integrating clothing into its stores.