5 Minutes with… Erick Rosa

​Chief creative officer at Publicis Groupe Japan, Erick Rosa has had a vibrant career inspired by the myriad of places that he has lived and worked in. Born in Rio de Janeiro, he went on to spend time in Boston, New York, Lisbon, São Paulo, Singapore, and now Tokyo, which he has called home for several years.

A true creative at heart, he dedicates his time outside of work to personal photography and writing projects which involve capturing the smallest of details that add up to provide a full picture and feeling.

To find out more about what drives him creatively, LBB’s Sunna Coleman speaks with Erick who shares insights from his travels, what he loves most about working at Publicis Groupe, and what he classes as more important than any metric or result.

LBB> You have called many places home. Which locations have left the biggest mark on you and what have you picked up along the way?

Erick> It is no secret that Rio is known as the ‘Marvelous City', because it just is. But without any disservice to all things that make Rio so unique, it is safe to say that Lisbon and now Tokyo are two places that have most helped shape the professional and person I am.

Portugal taught me to slow down and cherish moments, tastes – every millisecond. And that, in turn, had a profound effect on my work. As for Japan, well, it's where science fiction, the future and the glorious greatest hits of the 80s merge to create a routine that is anything but.

Looking back on all of the cities I have lived in between and before Lisbon and Tokyo – there is one thing that I have learned: to stay connected to the people I met while living in them. One cup of coffee with someone from one of these cities and it's like hopping on a DeLorean and time travelling to that place.

LBB> You’ve been in Tokyo as Publicis Groupe CCO for almost seven years. How does the creative scene in Tokyo differ from places you have encountered before?

Erick> It's in the little things. The colours. The characters. The visual hierarchy. The craft. And when I say ‘craft’, I don't refer just to advertising or design. I mean the craft of an onigiri (the sushi-roll-like Japanese delicacy that saves lives at every corner), storefronts, the colour palette of government signs, kimonos, and even the chopsticks dispensed from sushi vendors.

I will take a leap here: I think that although the Japanese are aware of how magical these details are, they are also so prevalent that they can be taken as the norm. Whereas for me, looking through my Brazilian lens – it is always incredible. So, it is no surprise that all of this bleeds into the creative work, from a traditional out-of-home poster at a crowded subway to the most beautiful packaging of a single rice cracker you will ever see in your life.

LBB> I came across your photography work and love how you manage to capture the essence of a place from its littlest details. What first got you into photography?

​Erick> My kids were born around the time that Instagram came to life. Soon, I realised that most of their photos were becoming infinite pixels on my camera roll.

So, I got myself a pocket camera and then, moved from Lisbon to São Paulo. I love that city so much, I began obsessively photographing every single detail, from cobblestones to sunsets, to take to Brazil with me. And in the process, it became a habit.

To capture moments – plural – It is a little bit like a massive puzzle with an infinite number of pieces, so I can always go back and piece the years and places together.

LBB> When you’re out and about with your camera, what are the elements that make you stop and consider taking a photograph?

Erick> It doesn't escape me how privileged I am to have lived in some of the most photogenic cities in the world. So, without sounding a bit over the top, it's a mix of ingenuity, curiosity and that feeling of: "I just have to capture this. I know one day [or even seconds afterwards] I will look back and think, I was there!"

It's sort of the opposite of that film 'Eternal Sunshine of the Spotless Mind’ – a recurring effort to help the mind to always remember.

LBB> I also loved your ‘notes to…’ series where you write notes to your kids for the future. Tell me a bit more about this; what inspired you and how often do you create these notes?

Erick> Kids are incredible, beautiful and every possible adjective and superlative available. But what amazes me most is their infinite potential. They can be anything. And to sit in the first row and witness them becoming these wonderful human beings – is something that is often hard to describe.

The idea of these 'notes' came from that. How can I give them a bit of the person I am… and somehow help them create their own version of that?

In a world where everything is fleeting and instant and for now, I typed one page per day on an actual old typewriter. Then scanned each page. And uploaded as a PDF. Important: they are called ‘Notes’ and not ‘Rules’. They are not a 'push', but a caring 'nudge'. From present me to my children.

Full disclosure, there is a third one coming this year: “Notes to Future Benjamin”. Keep an eye out for it.

LBB> You have completed your longest career term at Publicis Groupe. What has kept you dedicated to the company for so long?

Erick> From day one, I have always been amazed at how Publicis Groupe is one step ahead, sometimes several steps ahead of the market. And in the process, it has become this beacon of what is next and what is meaningful by leading by example, as evidenced by our growth.

Just as important (if not, more) are the people. I feel privileged to work and collaborate with the most generous, creative and curious people I could ever wish for.

When a company this big makes you feel like your individual time here has a purpose and a massive positive impact, that makes work, well, work.

LBB> What have been your highlights in this role so far?

Erick> Publicis Groupe has pioneered the idea and mission of 'Power of One' where different entities support and complement capabilities under the same roof and structure. The highlights come from being able to navigate multiple disciplines horizontally, vertically and, at times, even diagonally when I have had the chance to work with the Groupe in different regions.

This has helped me learn skills and tools that only come with managing different teams and clients of all sizes and scopes. If I had to look back and put my finger on that one single highlight – it certainly is the fact that, as a creative, this role has made me exponentially better at understanding how to help foster a creative culture in an agency this size and in a country like Japan.

LBB> Tell me about your most interesting project to date and what you love about it.

Erick> It is nearly impossible to single out a single client and project. So, I will pick something that I think is extraordinary and illustrates so well the generous nature of Japan and the Japanese: the Publicis Wall Gallery.

For over five years, almost bi-monthly, the agency has used its reception and lobby foyer as an open gallery for up-and-coming artists. Artists who would never, ever have the once-in-a-lifetime opportunity to have their work showcased to the public.

These artists are curated independently by one of our art directors, Yuichiro Ito. We help them with PR, offer all our channels and support, and to date, it has become a sought-after space that has launched the careers of amazing new talent in this city.

LBB> As we head towards the end of the year, what are you most excited about for the future of advertising and creativity?

Erick> I love to believe that the more channels we have, the more stories we will be able to tell. The more stories, the more voices. The easier it is to create and distribute them, the more democratic it becomes. I look forward to tomorrow. Because today is already very different from last week.

I really believe that advertising and communication are at this crossroads where our intuition, gut feeling, heart and humanity are more needed and valuable than ever in our lifetime. Soon, I hope we will see all the new technology as tools and not threats – to help us exponentially elevate all that makes us unique.

LBB> What are you most apprehensive about?

Erick> The climate. I remember when I was little; it was called 'global warming'. At some point, there was a rebrand to ‘climate change’. Here's to yet another rebrand that makes it more urgent again.

LBB> Finally, if you could leave just three notes to our readers, what would they be?

Erick> Be curious but sometimes curate your curiosity. I recently asked a friend who was visiting Tokyo about his itinerary. He said, "Ah, we will stay our 10 full days in Tokyo. Last time we tried to race through the country to see everything. We left barely remembering anything."

Slow down – which is related to the above. Time is by far the most valuable thing there is. It's no wonder brands pay millions for every second in a Super Bowl ad. Or for that matter, why people pay hundreds of thousands on a single watch. Time. Don't overspend it on things and people that don't cherish every second as much as it deserves to be.

Lastly, generosity and kindness will always outlast any metric, result, Excel chart or deck you will ever come across. To this date, I still remember every kind exchange I have ever had and that was passed on to me. The same can't be said about any deck.