5 Minutes with… Brisa Vicente

“Be the boss you wish you had.” That’s the guiding principle that’s shaped Brisa Viscente’s approach to leadership.

With two decades of experience spanning project management, account management and operations, Brisa has helped develop processes and methodologies from scratch, making her a “braver professional”, attuned with the changing needs and dynamics of the Brazilian market.

Now co-CEO of Droga5 São Paulo (formerly Soko) alongside Felipe Simi, Brisa spends her time focusing on the operations and business-management side of the agency, whilst Felipe is at the helm of creativity, positioning and culture. Together, she says that their leadership structure is that of “Yin and Yang”, forming a powerful combination that is driving the agency forward.

Speaking with LBB’s Abi Lightfoot, Brisa reflects on her career so far, the balancing act between professional and personal responsibilities, and the cultural sensibility shaping her agency’s approach to work.

LBB> When did you realise that advertising was a sector you wanted to build your career within?

Brisa> I’m passionate about creativity and culture, and I think the advertising industry is very much driven by the combination of these two things at high speed. We study human behaviour, social tensions and we make a true impact in both business and people because of that. I knew that this would be the industry to build a career in when I understood that the impact we make, using brands to touch culture, can actually do good for the planet and people, carrying messages that can influence society to improve.

LBB> Are there any key moments from the course of your career that have been instrumental in getting you to where you are today?

Brisa> Joining a digital agency helped me to think disruptively, and be more open to innovation. The opportunity to create and develop processes and methodologies from scratch made me a braver professional with an eye on the dynamism of the market. It helped me to understand that we can never have immutable truths, and we need to constantly adapt to new realities.

LBB> You’ve worked in project management, account management and operations – how do the skills gained from these areas help you in your role as co-CEO?

Brisa> The opportunity to work as project manager and operation leader made me think systematically about the entire operation of the agency, and made me able to truly understand points of friction and what actually works and what doesn't work within an agency's operating model. Being close to management tools also allowed me to have a focus on optimisation and efficiency, which are key to my current position. The client management skills made me able to understand business pain points and helped me to empathise with clients' needs to build a strong relationship based on trust and partnership.

LBB> What was your first experience of leadership, and how did it shape the kind of leader that you are today?

Brisa> My first leadership position began when I gained an assistant, after I had just been promoted to account manager. No matter the seniority or size of your team, having just one person to lead already brings you the challenges of leadership.

The advertising market at that time in Brazil did not have many tools or training for developing leaders, I remember using my intuition a lot to design my leadership model that was basically: be the boss you wish you had.

Today, I have much more studying, experience and training in this sense, but this concept is still true.

LBB> As co-CEO of Droga5 São Paulo, how do you collaborate with your fellow CEO to lead the agency, and what are the core principles that you operate by?

Brisa> I am fortunate to share leadership with a professional I deeply admire and who perfectly complements my skills, behaviour and capabilities. I joke that we are Yin and Yang. [Felipe] Simi (CEO and creative chairperson) is creative, innovative, passionate and a visionary. I am a negotiator, down to earth, more rational and focused on business. Our combination is quite powerful; he takes care of the entire creative team, positioning and culture of the agency, and I am more focused on operations and business.

LBB> In 2024 you were named Agency Leader of the Year by Ragan’s Top Women in Marketing, what did this recognition mean to you and your professional journey?

Brisa> Having global recognition was a huge honour and left me even more inspired in my commitment to exercising strong leadership in the market. Having received the award as co-CEO of the agency shows the impact that Droga5 (formerly Soko) has had, and will continue to have, on the Brazilian industry

LBB> Another important job in your life is your role as a mother. How do you juggle the responsibilities of parenthood with your role as co-CEO?

Brisa> Balancing career, motherhood, marriage, self-care, social life and personal development is an impossible equation when all of these elements need to be given a perfect score of 10.

It's not just about time management, but about the courage to prioritise. The courage to say no, to truly delegate (without micromanaging later), to let go of unrealistic expectations, to negotiate deliverables, to consciously choose what will receive our best energy. But I can say that motherhood helped me to be more efficient

LBB> In your opinion, what are the main challenges that the industry is facing at the moment, and how can it work to tackle them?

Brisa> The economic and political context demands control, short-term results and efficiency. On the other hand, people are increasingly exhausted, anxious and bombarded by information. The challenge is how to respond to business objectives while building meaning and real connection between brands and people.