CHIEF CREATIVE OFFICER
DENTSU AEGIS BRAZIL AND ISOBAR BRASIL GROUP
The 2018 New York Festivals Executive Jury, is an elite dream team of Global Chief Creative Officers and C-Suite creative executives. Words like iconic, visionary, accomplished and influential, come to mind when describing these prominent award-winning creative leaders. They will assemble this April in New York City for 4 days of live judging across all mediums—one panel of advertising giants, 30+ strong, all coming together to select the World’s Best Advertising®.
2018 Executive Jury member Rui Branquinho is Chief Creative Officer for Dentsu Aegis Brazil and Isobar Brasil Group, Brazil. Rui brings years of experience to the Executive Jury. Throughout his career he has has accumulated more than 50 Cannes Lions, in addition to prestigious national and international awards including as Grand Effie, D&AD, Clio, NYF and LIA.
Rui graduated from Escola Superior de Propaganda e Marketing (ESPM) and began his career at DPZ. After working at Young & Rubicam briefly, he opened his own agency in 2000, Cápsula, which, after a short time became TBWA/Capsula. He then moved on to work at W/Brasil (currently WMcCann) where he started as a copywriter and, seven years later, became Creative and Strategy Co President. In 2011 he returned to Young & Rubicam as Chief Creative Officer until July 2016.
Being a Juror:
New York Festivals: Why did you decide to accept the invite to NYF’s Executive Jury?
Rui Branquinho: It’s a great opportunity to be in a place to have rich discussions about the best works of the previous year.
New York Festivals: What are you most looking forward to with this experience?
Rui Branquinho: Of course, besides having close access to the best work produced recently, the unique privilege of sharing this responsibility with a diverse group of creative professional from all over the world with amazing background will allow me to exchange great experiences and criteria.
Working in Advertising:
New York Festivals: Tell us an experience (or two) that shaped the course of your career.
Rui Branquinho: I’ve been fortunate to work at two emblematic Brazilian agencies, which are “owners’ agencies”. There they were not only concerned about having the best work possible on the streets, but also about the Market and the reputation this market needed to pursue. Outstanding delivery without giving up their convictions and fundamental values for the construction of a biography.
New York Festivals: What is the most outlandish request you’ve ever gotten at work?
Rui Branquinho: We had to shoot in Xingu, a remote area in the middle of the Amazon Forest, and we succeeded.
New York Festivals: What’s an idea you were excited about, but just couldn’t carry out because of logistics?
Rui Branquinho: We managed to create/make possible films for Hollywood, the cigarette brand. They were complex films, involving extreme sports, adventurers in paradisiac locations that were sometimes inhospitable, hard-to-reach. Production was always very complicated, as you can see in the following example:
Once in the 90s, we created a film that was a big race on steel cables over the crater of an active volcano. However, we had to abandon the idea due to the risks involved in this production.
New York Festivals: The world may have changed since you started in the business. What kinds of accounts were you working on back then vs. now?
Rui Branquinho: Cigarettes, as I’ve mentioned. I also worked on the launch of fax machines and telephone banking services. Nowadays we communicate mobile phones, bank apps and satellite TV.
New York Festivals: Share an ad you are particularly proud of.
New York Festivals: Share an ad that changed the way you view the business.
Rui Branquinho: It’s not mine: Sony Balls – with soundtrack by José Gonzales:
It’s both timeless and effective. The most charming way of selling colors, without talking about tubes or technical aspects, with the color that takes over the world and makes it colorful.
New York Festivals: Share your favorite ad that illustrates how advertising can change the world and tell us why you love it.
Rui Branquinho: Like a Girl from P&G and no explanation is required.
New York Festivals: What do you look for when hiring new talent?
Rui Branquinho: I look for someone who thinks in a way that is different from the way people in my team think.
New York Festivals: What are some missteps you see from up-and-coming creatives that might impact or stall their career if that don’t learn a better way? What are some new things you are happy to see?
Rui Branquinho: Sometimes, the lack of knowledge about the profession and its history: where we come from; where we’ve been; the solutions found in the past; which ideas challenged us. Not to copy or appropriate them, but to understand that problems have always been complex.
New York Festivals: What kinds of things (positive or negative) did you learn about being a creative leader from people you worked for along the way? Anything you wish your creative leaders had told you?
Rui Branquinho: Positive: it’s really nice when you can offer the right conditions for people to work. With that, you get a better, more elaborate creative work. It helps people develop, enabling them to do more. Different creative professionals work in different ways. You need to see them and understand how they work. There’s no rule for that; this understanding takes time, but it’s rewarding.
New York Festivals: What’s the toughest part of your job? Favorite part?
Rui Branquinho: The worst part is when you know you haven’t gotten there, either as a creative leadership or the something extra you can’t deliver to your client. This feeling of not getting there is very unpleasant, but it needs to be revisited in order to revise processes. My favorite is part is getting there: going after the evolution, the day-by-day improvement.
This and That:
New York Festivals: If we asked for three adjectives to describe you, what would people who know you say?
Rui Branquinho: Ask them.
New York Festivals: What are you most excited about in 2018?
Rui Branquinho: It’s the first year of a different, new challenge for me.
New York Festivals: Who’s a creative icon you admire and why?
Rui Branquinho: Steve Jobs: Without ever giving up Creativity, he never stopped believing, recognizing or investing in a good idea. He was never happy about his last success; he kept on pursuing the next one.
New York Festivals: Anything we didn’t ask that you’d like to share?
Rui Branquinho: There’s a saying that guides me: Expectation is the mother of shit.