Marcio MoreiraNew York City, New York, United States
Advertising Agency Executive, Advertising Executive
My career as an ad agency executive was a progression of interrelated positions and skill sets, always in the field of marketing communications, always with a creative orientation. I started as a rookie copywriter in my native São Paulo and wound up in the global executive suite in New York City as a vice chairman and chief talent officer.
Apart from one year spent at Columbia Pictures, my entire career was a succession of roles at McCann Worldgroup, a global marketing company, with offices and/or associate agencies in over 120 cities around the world. At last count, it employed in excess of 18,000 people, and its gross billings were in excess of $2.5 billion. The company specializes on marketing communications, in areas ranging covering advertising, public relations, event marketing, brand design, digital and direct marketing, media planning and buying, healthcare marketing and advertising etc.
Here’s just a bit of what we can cover in our PivotPlanet session(s):
• How to develop an idea - an idea is a child, it happens as a product of input, instinct and inspiration.
• How to work with creative people and provide leadership to help them become leaders themselves.
• How to build a winning team by hiring slowly and firing quickly.
• How to judge and embrace ideas by seeking opinions, not votes
My primary areas of expertise are creativity, global marketing and creative leadership. At this time, I am the chairman of the board of governors of The Berlin School of Creative Leadership, a Germany-based school that teaches creatives to supervise the work of other creatives in industries as varied as advertising, film, fashion and design. I have worked as a writer, a film producer, a creative director, a music lyricist, a marketing planner and a human resources director.
In my various roles at McCann, I had the freedom and the wherewithal with which to design and oversee great campaigns. I was exposed to the complexities of general management and leadership and worked with global accounts such as Coca-Cola, Nestle, L'Oreal, General Motors and MasterCard, (to mention just a few). As chief talent officer, I hired, trained and deployed talent on a global basis. In my work I had great autonomy; non-stop traveling; incessant creativity; and a very rewarding combination of work and lifestyle.
Over the years, I won most awards available in the ad world, from Clios to Andys to Crestas to Effies to Cannes Gold, Silver and Bronze Lions. One of my favorites was being named a Legend at the 2007 AdColor Awards, which recognize excellence among minorities.
In the advertising and marketing business, it is important to remember consumers are constantly evolving, and there is no limit to their intellectual and emotional growth. Once they needed to be told that Coke was refreshing and great-tasting. Today you need to make it relevant to their mind sets and values, not just to their taste buds. The consumption of ideas has never been as high as it is today. This is why I love the fact that I am in the ideation business, which means that - if I remain relevant - I will always be busy.