My little toy collection

My little toy collection

Laurence’s portrait with Olivetti Lettera 22 typewriter, by Ricardo Van Steen

Laurence’s portrait with Olivetti Lettera 22 typewriter, by Ricardo Van Steen

25-years video

I still have toys.

‘We don’t stop playing because we grow old; we grow old because we stop playing.’ – George Bernard Shaw

You cannot be creative if you renounce your childhood. I’ve always seen my work as play, and I believe that’s the main reason my career has been so long.

I was Born in São Paulo, Brazil. Moved to Chicago in 1986, and became an American citizen in 2007. From 1995 to 1999 I lived and worked in Barcelona, Spain.

Creating advertising in three different cultures (and four languages, if you include Catalan) taught me that consumers anywhere have deep collective desires. I have applied this learning successfully in the development of global and multicultural campaigns.

Now for the boring stuff:

2001 - 2016

Leo Burnett Co., Chicago Headquarters

Executive Vice President, Chief Creative Officer.

Head of Lapiz, the multicultural agency of the Leo Burnett Group, and member of the North America Creative Board of Leo Burnett’s Global Creative Committee. 

President of the Creative Circle of U.S. Hispanic agencies.

Member of the Creative Board of the Partnership for a Drug Free America.

Member - Council of El Sol Awards, Bilbao, Spain.

Lead a creative team of 60 professionals in the areas of Strategic Planning, Copywriting, Art Direction, Broadcast, and Digital creative development and production.

Clients: Coca-Cola, Procter & Gamble, J.P. Morgan Chase, Wrigley, Mexico Tourism Board, Allstate, Chicago Latino Film Festival, United Airlines, Sony, Purina, Re/Max, Nintendo, Samsung, Kellogg’s, Mujeres Latinas en Acción. GM, H&R Block.

Industry Recognition:

Lapiz is the most awarded agency in the history of multicultural advertising in the United States, with over 230 major International awards. 

Accolades  include top honors at the Cannes Creativity Festival, Clios, New York Festivals, London Festival, FIAP, Ojo de Iberoamerica, El Sol de Bilbao, Radio Mercury Awards, Effies,

I was elected creative director of the year in 2011, 2013 and 2015 (Adlatina and Hispanicad)

Official Judge at all the major award shows worldwide, and President of the Jury at the Wave Festival in Rio 2015, and Idea Awards in Miami, 2014.

1995 - 2000

Alta Definición/W.O.

Barcelona, Spain.

Partner / Chief Creative Officer.

Clients: Caixa de Catalunya (Bank), Borges olive oil, nuts, Zurich Insurance, California Walnuts, Campo Viejo wines, Spanair Airlines.

1986 - 1995

Leo Burnett Co., Chicago

Associate Creative Director, Creative Director.

Clients: 

United Airlines, Heinz, Procter and Gamble, Sony, Dr. Pepper.

Before moving to the U.S., I was aSenior Copywriter, Copy Supervisor, and creative Creative Director at the following agencies:

DPZ Propaganda, SP, Brazil

BBDO, SP, Brazil

ALMAP, SP, Brazil

Clients:

Banco Itaú, Phillips, Volkswagen, Pirelli, S. Dupont, Saab Scania, Ford.


References:

Michael Conrad,

Founder and President

Berlin School of Creative Leadership

Ron and Pipa Seichrist

Founders, Miami Ad School


Mark Tutssel

Global Chief Creative officer, Leo Burnett

Chairman, Publicis Creative Board


Donald Gunn

Founder and President

The Gunn Report


Marlena Peleo-Lazar

Former Chief Creative Officer, 

McDonald’s Corporation.


Washington Olivetto

Global Creative Chairman

WMcCann