Washington Olivetto, Chairman of WMcCann Brazil and Chief Creative Officer of McCann Latin America

How do you define creativity in advertising? Nowadays, when you think about creativity in advertising, is making the consumer like it again. The consumer must comment a film or any advertising activity with the same intensity as he talks about a movie or song that he likes the most.

 What does this mean for you? Advertising cannot transmit only what the advertiser wants to mean if the consumer does not want to listen. The advertising only has relevance when it becomes part of the popular culture.

What recent work from a brand do you believe is creatively brilliant ? The campaign of “Decodifique Jay-Z” is truly an outrageously job which brought up to the daily conversation a brand that didn’t use to be part of it.