Introduction

If there is any person in Latin America valuable enough for the reputation of this region in terms of creativity that one is Marcello Serpa. This 6'6"-tall Brazilian Art Director has become a model to follow in creativity for the new generation of advertising professionals in Latin America because of his unorthodox but always effective way of thinking about advertising.

Serpa -the actual co-CEO and Creative Director of the Brazilian advertising agency Almap/BBDO in São Paulo- belongs more to the creative aspect of the business rather than to the administrative side. As the majority of its creative colleagues in Brazil, he prefers "to stay in the kitchen", as it is said in the Brazilian creative circle, (Wentz, 2000), alluding to control in person the process of conception of the ads.

In this Web site we will explore his work, his life and his philosophy about the advertising industry.

 

 

Questions? Comments? Please feel free to contact me: Ricardo Ortega

Marcello Serpa, perhaps one of the more relevant figures in the advertising industry in Latin America.