the derick who builds companies
Marketing exists to reverse the inverted values.
There was a time when I was unhappy with marketing and with the way the market communicated. The answer was not to abandon the tool — it was to change its use. Today, everything I build serves those who transform.
since 2007 · 100% positive impact
Métrica.Social
Métrica was born in Rio in 2007 and built artists' careers — from Anitta to the Warner releases. In 2020, along with my move to the mountains, it moved on the inside too: it became Métrica.Social and went on to work exclusively with positive impact — Doctors Without Borders, UN agencies, the energy transition and dozens of organizations that make good happen.
We are nearly 30 people, recognized as a Humanized Company of Brazil (Humanizadas Survey 2024) and signatories of the 1% Pledge — we donate part of our profit every year. We practice what I call Corporate Healing: if a company can make people and systems sick, it can also regenerate them.
fundraising
Arrecade
Every project that helps needs resources — and most don't know how to ask. Arrecade exists for that: helping NGOs, collectives and initiatives of any size raise donations online, from the neighborhood collective to the large organization.
I have spoken about digital fundraising at the ABCR Festival, Latin America's largest fundraising event, and what I teach there is what Arrecade practices: a culture of giving is built with method — and with truth.
Why the nonprofit sector
My father never studied marketing, but he taught it by example: handing out food baskets and words of encouragement to whoever was near. What I do today is the professional version of what I learned watching him do it. As I said in my manifesto: fair marketing does not try to sell what has no value — it quenches the thirst of those in need; it values, promotes and amplifies those who transform.
I also helped edit the book of the Filosofia Espiritual project — because I believe good ideas deserve to travel well said.
First I live, then I tell.
Every now and then I write about what I am living up here: marketing for good, mountain life, poetry and whatever else life brings. Leave your e-mail and I will tell you.
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