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.
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
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.
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
Banco Itaú, Phillips, Volkswagen, Pirelli, S. Dupont, Saab Scania, Ford.
Founder and President
Berlin School of Creative Leadership
Ron and Pipa Seichrist
Founders, Miami Ad School
Global Chief Creative officer, Leo Burnett
Chairman, Publicis Creative Board
Founder and President
The Gunn Report
Former Chief Creative Officer,
Global Creative Chairman