5 Minutes with… Joanna Monteiro

Joanna Monteiro has established a bit of a reputation as a creative powerhouse – two years after joining FCB Brasil she (and her fellow Creative VP Max Geraldo) led the agency to 17 Lions at Cannes in 2014, including the Mobile Grand Prix. But, as LBB’s Addison Capper finds, she very nearly ended up channeling her creativity through dance instead of advertising. 

LBB> How did you first get into advertising? Was it something you were always interested in or was it a bit accidental?

JM> I’ve always liked watching commercials and when I was 11, I had a teacher at school, Miss Martina, who spent a semester talking to us about media and advertising. And that really got into my mind. I studied visual arts and administration while I considered working in advertising. I have always thought that exploring different fields would provide a richer background to work in advertising. Finally, I went to Escola Superior de Propaganda e Marketing (ESPM) for a degree in advertising and marketing.

LBB> What kind of child were you? Have you always been creative-minded? 

JM> I don’t know if I've always been creative, but my parents certainly do (laughs). By the age of 6, I already made my own clothes, cutting fabrics and sheets, pasting cotton, buying tights and wearing these outfits to school. I’ve always wanted to be a hairdresser, a stewardess, a firefighter, a princess, an acrobat and a vet. After all, what girl didn’t? I danced until I was 10 or 11 – I wanted to be a ballerina – but when I was 16 an injury put me out.

LBB> You joined FCB Brazil in 2012. Just two years later, at Cannes 2014, your team won 17 Lions, including a Mobile Grand Prix. What were your goals for the agency when you joined and how did you go about implementing them?

JM> The project designed by Aurélio Lopes, President, and Pedro Cruz, COO, was made to really integrate the entire agency by bringing A-list talent into each discipline. We have a customer service VP, Mauro Silveira, a media VP, Ugadin, a planning VP, Rapha Baretto, and now two creative VPs, Max Geraldo and myself. We all work in unison with the agency’s employees (over 300 of them) to improve our creative product and carry on being the best creative partner to our clients, as well as developing effective campaigns by being a great place to work. In the age of sharing and dialogue, 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.

Since we started all together, we’ve overcome challenges and I have the feeling we’re on the right track with a lot still to achieve. Communication is increasingly commoditized. It is essential to ensure that our work catches people’s eyes way before the jurors’ eyes at the award shows. The good thing is that awards reflect the work that is spoken about, shared, known and respected by the consumer. And, it is essential to keep looking for the best criteria, the best curatorship and the best brand idea. We can never forget that the idea is always the core of everything.

LBB> With things like virtual reality and 3D printing, innovation is hot in adland right now. How do you feel Brazil faring when it comes to creative tech?

JM> That’s how things work around here: first the idea, then we go after technology. The beauty of being part of an increasingly connected world is that you can easily work with China, Silicon Valley, small technology labs and so on.

LBB> How well is the Brazilian ad industry integrating new technology into advertising? What could it do to improve?

JM> In Brazil, TV still dominates the market and you still cannot do without it. However, clients now understand the opportunities social media and technology offer. These can allow clients to strengthen dialogue between the brand and consumers. These conversations bring together the consumer and brand, and offer many new experiences. This creates a stronger relationship with the consumer. Not to mention Big Data, which will also help.