JOANNA MONTEIRO, VP CREATIVE DIRECTOR AT FCB BRASIL
Joanna started her career in professional advertising as an intern at Ogilvy. She was a copywriter at DPZ, then she went to W/Brasil and then to MPM and Africa Agency – where she worked as a Creative Director. In 2012, Joanna joined FCB Brasil, where she became the Creative Vice President in 2014. This year, her team won 17 Lions at the Cannes Festival (including a Mobile Grand Prix) and she was recognized as “the most creative woman in advertising” by Business Insider.
Why did you get into advertising?
I’ve always liked watching commercials and, when I was 11, I had a teacher at school, Miss Martina, who spent a semester talking about media and advertising. And that stayed with me. I studied visual arts and administration while considering working with advertising. I have always thought that tapping into different fields would provide a richer background to work in advertising. Nevertheless, I took a graduate course in advertising and marketing at ESPM.
Which recent projects have you particularly enjoyed working on?
I love the Nivea projects. Both the Solar Ad, for Nivea Sun, and the Nivea Protection Ad, for Nivea Sun Kids. As well as the Speaking Exchange for CNA, the Language school.
What would you say is FCB Brazil’s main strength?
Without a question, the project of Aurélio Lopes (President) and Pedro Cruz (COO) –a project that really integrates the entire agency, with strengths in every department: we have a Customer Service VP, Mauro Silveira, a Media VP, Ugadin, a Planning VP, Rapha Baretto, and now two Creative VPs, myself and Max Geraldo. We all work in unison with the agency’s over 300 employees to increase our creative reputation without losing our reputation as an effective agency and an interesting place in which to work. In the age of sharing and dialog, we want to have an increasingly collaborative culture that grows more powerful every time we succeed at producing more relevant and creative work for our clients.
What was your worst job and what did you learn from it?
The most difficult jobs are those where client and agency are not in synch. It’s clear to me that the work done in tandem, between agency and client, yield the best results.
Is there something you hate (or don’t like) about advertising?
I don’t like people who don’t like what they do, their job. These people are not passionate; they’re in the profession for the wrong reasons, which might be a position, a salary or power.
In your opinion, what characteristics should a good commercial have?
A good idea every single time. Without one, it becomes impossible to connect with consumers amid so many people trying to talk to them.
In percentage terms, what’s more important in advertising, the idea or the execution?
The idea and the execution. One helps the other –or destroys it. An excellent execution without an idea and an excellent idea without execution are both wastes.
What is your favorite ad ever?
This is one of the best from my list: Real Man of Genius for Bud Light. It defined a new way of making commercials! It’s cynical, intelligent and very well executed.
How would you describe the state of women in advertising?
The world has changed and so has our industry. In the old days, in order to be competitive at an agency, you had to pull an all-nighter: you had no weekends, you had no life. I think this has become outdated. Everyone has become more professional. Hand in good work and manage your time. Today, men in every team also want to pick their children up from school, go to the doctor with their wives, have dinner at home, have a weekend. Today’s working model is more interesting for women. And it needs to be. Because the market needs men and women.
Have you ever been to Berlin?
I’ve been to Hamburg a few times, but never Berlin. I’ll be spending just a few days, but I know I’ll fall in love with all the history and modernity and come back often.