DAVID São Paulo’s ECDs Aim to Shape Culture with Intimacy in 2025

São Paulo is where it all started for DAVID. The first of its offices to open, it has since become the third most awarded creative agency in Brazil at Cannes Lions, and is now being steered to more success under the shared leadership of three executive creative directors.

These creative leaders are Marie Julie (MJ) Gerbauld, Rogério Chaves, and Fabrício Pretto. The trio formed upon MJ's arrival from AKQA in November 2023, joining Rogério and Fabrício, AKA Rog & Pretto, who had already been a creative duo for a decade, and creative directors at DAVID São Paulo for five years. 

The three quickly became close, and success followed, recently being listed as ‘Creatives to Watch in 2025’ by Ad Age. "We share the same kind of humour,” says MJ. “There’s real affection between us, so much so that our relationship goes beyond the office; we hang out as friends outside of work. Now, we’re friends who happen to work together.”

“Now, it’s Rog & MJ & Pretto,” says Rog. “Even though Pretto and I lead certain clients and MJ leads others, the three of us work side-by-side daily, and we all jump in on all the accounts. Every client at the agency is our shared responsibility, through successes and headaches.”

Joking that they’re not a “power trio”, but rather, a “troupe”, Pretto adds that each of their differences combines in a way that ‘mixes richness into the work’. Discussing some of this work - including the Cannes Lion-winning campaign ‘Shot on Faber-Castell’ - how their partnership is developing, and their goals for the agency in 2025 and beyond, the ECDs chat with LBB’s Ben Conway.

LBB> You've all been ECDs together for over a year now – what have been some of your proudest moments as creative partners so far?

MJ, Rog, Pretto> We could talk about big, award-winning projects like those for Faber-Castell, Mondelēz, and Burger King, but what makes us most proud and excited are the times when we bring the whole creative team together around a single idea. Almost every Friday, we block our schedules for meetings where we just brainstorm proactive ideas with the team. Many of our recent projects have come out of these unstructured sessions.

LBB> Tell us a bit more about your shared leadership approach! Why does it work for you?

MJ, Rog, Pretto> In Brazil, there's a saying: ‘A dog with many owners ends up starving’. That's why we've divided the responsibility for some clients among us. But that's where the division ends. We never make important decisions for any brand without the three of us discussing it first. DAVID has intimacy in its DNA – not just between clients and the agency but also among employees. We don't have separate offices; the three of us sit side-by-side in the same room. Everything is discussed out loud there, which can be a bit chaotic at times. But the most important thing is that this room has no door. This way, discussions don't start and end with us; all creatives can be part of these conversations.

LBB> Have there been any challenges that have tested your leadership and dynamic together? How do you overcome that?

MJ, Rog, Pretto> The best and worst part is that we often have different opinions on many things. Before convincing the client of anything, we have to convince each other first. This takes time and requires a transparent relationship. But on the other hand, it makes our work bulletproof.

LBB> You're known for campaigns that shape culture and society, beyond the brand messaging. Does this take a lot of convincing with the client? How do you ensure these ideas resonate?

MJ, Rog, Pretto> Intimacy is key. You only gain a client's trust by being brutally honest. Additionally, you need to provide all kinds of data to the marketing department, anticipating three or four steps ahead of the idea's launch. But, most importantly, make it clear that the risk is shared. We like to create provocative humour, navigate controversial topics, and bring unusual perspectives.

While this carries risks, it delivers more powerful results. That's the only way to approach a client, as we did with Burger King, saying: ‘Our idea to increase youth participation in the election is to run a vote-buying campaign!’. Is it risky? Of course. But the outcome was spectacular in every sense.

LBB> As you mention, you've worked extensively with Burger King. What do you enjoy about collaborating with big brands? Are there unique creative challenges that come with their scale?

MJ, Rog, Pretto> With big brands, projects are inherently large and often have a global reach. However, each new endeavour involves upholding a legacy that, in some cases, spans over a century and is renowned for its creative excellence. Working with brands like Coca-Cola, Faber-Castell, and our newest client, Heinz, is incredibly exciting. Yet, this excitement comes with a significant sense of responsibility. It's crucial to remember the major successes these brands have achieved when developing the next project. Fortunately, we've been able to rise to the occasion.

LBB> Tell us a bit about your work with Faber-Castell! You've helped put them back in the spotlight creatively and even won at Cannes Lions with 'Shot on Faber-Castell'. What can we expect from that longstanding client relationship in 2025?

MJ, Rog, Pretto> It's a blessing to have such a powerful brand in-house – one that shares DAVID's purpose: to fuel creativity. 'Shot on Faber-Castell' embodies two of our core beliefs: the power of simple ideas and an obsession with craft. New projects are already underway, but since good craft takes time, it'll be a little while before they go live. You'll see them on LBB soon.

LBB> What are some of the most important lessons you've learned from each other?

Rog> From MJ and Pretto, I've learned that craft is never 'good enough' – even when I think it's already amazing. I've learned never to say yes when Marie Julie invites you to a casino in the middle of the night after a workshop in another country.

MJ> I used to think I was fast, but then I met these two. Their speed of thought, action and reaction is impressive. Now, I wish I could learn from Rog how to leave places early, but clearly, I haven't managed that yet. Pretto is annoyingly photogenic, but unfortunately, that's not something you can learn.​

Pretto> I'm becoming a better leader by having two colleagues with such different methodologies by my side. I've learned not to talk too much about soccer when Marie's or Rog's teams lose, as they're both passionate about the sport, and it can ruin an entire day of meetings.​

LBB> What are your shared goals and ambitions for 2025 – as leaders, friends, and as an agency?

MJ, Rog, Pretto> We aim to maintain excellent performance at major festivals. But that's far from our main focus. What truly excites us is sparking conversations, creating work that everyone sees and talks about. Ideas that your aunt forwards to you on WhatsApp without even realising they're yours. That's what we want for 2025: to craft memorable campaigns for the partner brands we have at DAVID. Just like these brands, this agency has a legacy to carry forward.