About

25 years of innovation, compressed into a machine

I'm Thiago Bersou, founder of Panama Red. I spent 25 years running innovation for the biggest names in CPG: Unilever, Diageo, Pernod Ricard, AB InBev, White Claw. Plus the agencies they hire: Saatchi & Saatchi, Havas, VML, Edelman.

I've run the classic innovation project a hundred times. I know exactly what makes it work, and I know exactly what makes it slow. So I rebuilt the machine.

Now I work with founders. The product is always sharp. The positioning isn't there. Strategy at that stage rarely gets built, because there's no budget for it and nobody with the time. So they compete on features, and a year later the buyer can't tell them apart.

I built Panama Red to fix that. The studio ships the tools I wish I'd had at every stage that couldn't afford a strategist in the room.