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Pedro Almeida Leitão has a PhD in History and is a researcher at CITCEM - Faculty of Arts and Humanities of the University of Porto. His doctoral project, «Trademarks in Portugal (1883-1933)», was funded by a FCT grant. His work is focused on marketing practices in a business context in the late 19th and early 20th centuries. He was part of the «Made in Portugal: brands and designations of origin» project in which he studied the first 50 years of trademark registration in Portugal. His academic background also include the fields of Economics and Marketing.
Identification

Personal identification

Full name
Pedro Almeida Leitão

Citation names

  • Leitão, Pedro Almeida

Author identifiers

Ciência ID
CE12-F4A3-CA21
ORCID iD
0000-0003-0242-9276

Knowledge fields

  • Humanities - History and Archaeology - History

Languages

Language Speaking Reading Writing Listening Peer-review
English Advanced (C1) Advanced (C1) Advanced (C1) Advanced (C1)
Spanish; Castilian Intermediate (B1) Advanced (C1) Intermediate (B1) Intermediate (B1)
French Intermediate (B1) Intermediate (B1) Intermediate (B1) Intermediate (B1)
Education
Degree Classification
2019/09/15 - 2024/09/30
Concluded
 History (PhD) (Doutoramento)
Universidade do Porto Faculdade de Letras, Portugal
"Marcas registadas em Portugal (1883-1933)" (THESIS/DISSERTATION)
2015 - 2016
Attended
 Marketing (Postgraduate) (Pós-Graduação)
ISCTE-Instituto Universitário de Lisboa, Portugal
2011 - 2013
Concluded
 Contemporary History (Master) (Mestrado)
Universidade do Porto Faculdade de Letras, Portugal
"«Please call me Co'burn»: A Cockburn Smithes e a marca "Special Reserve" no mercado inglês de vinho do Porto (1962-76)" (THESIS/DISSERTATION)
 19
2006 - 2010
Concluded
 Economics (BA) (Licenciatura)
Universidade do Porto Faculdade de Economia, Portugal
"n/a" (THESIS/DISSERTATION)
 13
Affiliation

Science

Category
Host institution 		Employer
2011/10/01 - Current Researcher (Research) Universidade do Porto Centro de Investigação Transdisciplinar Cultura Espaço e Memória, Portugal
Universidade do Porto Centro de Investigação Transdisciplinar Cultura Espaço e Memória, Portugal
Projects

Grant

Designation Funders
2019/10/01 - 2023/11/30 Marcas, agentes e meios: as marcas comerciais e o mercado publicitário em Portugal no primeiro terço do século XX
UID/HIS/04059/2020
R59/24A037
SFRH/BD/146843/2019
PhD Student Fellow
Universidade do Porto Faculdade de Letras, Portugal

Universidade do Porto Centro de Investigação Transdisciplinar Cultura Espaço e Memória, Portugal
Fundação para a Ciência e a Tecnologia
Concluded

Other

Designation Funders
2021/01 - 2023/12 Made in Portugal: marcas e denominações de origem, entre o local e o global
PTDC/HAR-HIS/0734/2021
Researcher
Ongoing
Outputs

Publications

Book
  1. Leitão, Pedro Almeida (CE12-F4A3-CA21). Cockburn's: The First Two Hundred Years, 1815-2015. Porto, Portugal: Symington Family Estates. 2015.
Book chapter
  1. Leitão, Pedro Almeida. "A Pioneer of Modernity: Raul de Caldevilla and the advertising business in Portugal". In Marcas e Denominações de Origem: História e Identidade. Porto, Portugal: CITCEM, 2023.
    Published
  2. Leitão, Pedro Almeida. "A publicidade e o desenvolvimento da imprensa de massas em Portugal: os casos dos periódicos "Diário de Notícias", "O Século" e "O Primeiro de Janeiro"". In Para uma história do jornalismo em Portugal, 43-66. Lisbon, Portugal, 2020.
    Published
Journal article
  1. Leitão, Pedro Almeida. "Empreza do Bolhão: graphic arts and advertising in the 1920s and 1930s". Mediapolis – Journal of Communication, Journalism and Public Sphere (2025):
    Accepted
  2. Pedro Almeida Leitão. "Branding Port: crisis, transformación y advenimiento de marcas modernas en el sector del vino de Oporto (1945-1975)". Revista RIVAR 6 17 (2019): 45-61. https://doi.org/10.35588/rivar.v6i17.3915.
    10.35588/rivar.v6i17.3915
Thesis / Dissertation
  1. "Trademarks in Portugal (1883-1933)". PhD, 2024.
  2. Leitão, Pedro. ""Please Call me Co'burn": A Cockburn Smithes e a marca Special Reserve no mercado inglês de vinho do Porto (1962-1976)". Master, Universidade do Porto Faculdade de Letras, 2013.
Activities

Event organisation

Event name
Type of event (Role) 		Institution / Organization
2023/09/16 - 2023/11/11 «Publicidade e Cinema: de Caldevilla ao Cinema novo» included a film program and an exhibition which adressed the relationship between film and advertising in Portugal from the 1910s to the 1960s. The exhibition «Cinema de Papel: a Caldevilla Film resgatada» depicted the story of this film company from the 1920s. (2023/09/16 - 2023/11/11)
Exhibition (Co-organisor)
 Batalha Centro de Cinema, Portugal
2021/05/13 - 2021/05/14 International Congress «Bands and Designations of Origin: History and Identity» (2021/05/13 - 2021/05/14)
Congress (Member of the Organising Committee)
 Universidade do Porto Centro de Investigação Transdisciplinar Cultura Espaço e Memória, Portugal
2021/04/30 - 2021/04/30 Research workshop «Atlantic connections: business relations and cultural exchange in the 18th and 19th centuries» (2021/04/30 - 2021/04/30)
Workshop (Member of the Organising Committee)
 Universidade do Porto Centro de Investigação Transdisciplinar Cultura Espaço e Memória, Portugal

Event participation

Activity description
Type of event 		Event name
Institution / Organization
2024/11/27 - 2024/11/27 Communication: "Pneumonic influenza and advertising in the Portuguese press (1918-1919)"
Seminar
 Saúde Pública em Portugal: Passado, Presente e Futuro
Liga Portuguesa de Profilaxia Social, Portugal
2024/11/15 - 2024/11/15 Communicaton: "The designation-terroir link: Portugal's interests at the international conferences for the protection of industrial property (1883-1934)"
Conference
 43rd Annual Meeting of APHES
Associação Portuguesa de História Económica e Social, Portugal
2024/09/09 - 2024/09/09 Communication: "Grand challenges in the Port wine sector. The resurgence of family-owned brands", with Carla Sequeira School for Business and Society / SBS/CEGBI Summer Conference
University of York - School for Business and Society, United Kingdom
2023/05/25 - 2023/05/27 Communication: «The Portuguese trademark registration system, 1883-1933»
Conference
 48th Economic and Business History Society Conference
2022/11/15 - 2022/11/17 Communication: «The challenges of researching the history of advertising in Portugal from scratch» with Eduardo Cintra Torres
Conference
 9th Methodologies in Communication Research International Conference
Departamento de Ciencias de la Comunicación Aplicada / Facultad de Ciencias de la Información de la Universidad Complutense de Madrid., Spain
2021/07/09 - 2021/07/10 Communication: «Advertising, sexuality, electricity: the commercialization of products for male sexual impotence in the beginning of the 20th century»
Conference
 40th Conference of APHES
Associação Portuguesa de História Económica e Social, Portugal
2021/05/13 - 2021/05/14 Communication: «Raul de Caldevilla and the Empresa do Bolhão: the creation of a modern advertising company»
Congress
 International Congress «Brands and Designations of Origin: History and Identity»
Universidade do Porto Centro de Investigação Transdisciplinar Cultura Espaço e Memória, Portugal
2021/04/30 - 2021/04/30 Communication: «The quality of wine in the relations between the Douro, Oporto and London. The case of Cockburn's in the 19th century»
Workshop
 Resarch workshop «Atlantic connections: business relations and cultural exchange in the 18th and 19th centuries»
Universidade do Porto Centro de Investigação Transdisciplinar Cultura Espaço e Memória, Portugal
2020/10/15 - 2020/10/16 Communication: «The accounts and businesses of 'O Século'. Economic and financial evolution of Portugal's largest circulation newspaper»
Conference
 II International Conference "History of Journalism in Portugal"
Universidade Nova de Lisboa Instituto de Comunicação da NOVA, Portugal
2019/10/03 - 2019/10/04 Communication: «Advertising and the development of the mass media in Portugal: the cases of the "Diário de Notícias", "O Século" and "O Primeiro de Janeiro" newspapers»
Conference
 I International Conference "History of Journalism in Portugal"
Universidade Nova de Lisboa Instituto de Comunicação da NOVA, Portugal
2019/05/17 - 2019/05/17 Communication: «Brands, agents and media: brands and the advertising market in Portugal in the first third of the 20th century»
Workshop
 Research workshop «Brands and Designations of Origin II»
Universidade do Porto Centro de Investigação Transdisciplinar Cultura Espaço e Memória, Portugal
Distinctions

Award

2024 Pedro Lains Prize
Associação Portuguesa de História Económica e Social, Portugal
2024 Victor de Sá Prize in Contemporary History
Universidade do Minho, Portugal
2016 Student of the Year - 1st year of the Master in Marketing
ISCTE-Instituto Universitário de Lisboa, Portugal

Other distinction

2013 Merit Grant - Master in Contemporary History (2011/2012 and 2012/2013)
Universidade do Porto, Portugal