Grey Brazil Announces New Creative Directors
Grey Brazil announces three new creative directors. Ulisses Razaboni, with experience at AlmapBBDO, DM9DDB, and Lew’Lara\TBWA, takes on the position of global creative director at Grey, leading the communication for iconic Coca-Cola Company brands such as Schweppes, Minute Maid, Sprite, and, of course, Coca-Cola. He will be based in Brazil, reporting to Hope Nardini, Global ECD of GREY NY, and also acting as the creative lead in WPP Open X for Coca-Cola Company.
The new appointments include the formation of a new creative director duo for the Brazilian operation. Fernanda Peka, promoted to creative director, will team up with Lucas Saicali, who is returning to the agency to also take on a creative leadership role. Lucas expressed his excitement about re-joining the agency at this pivotal time for Grey in Brazil.
"Even more so in a new position, teaming up with someone I've worked with before, Peka. I hope we can elevate the work even further and create a beautiful story here," he stated. Manir Fadel, CEO and CCO of Grey Brazil, confirmed that the creative duo will oversee all the agency's clients, including P&G, Volvo, Corona, and Universidade Zumbi dos Palmares.
Ulisses Razaboni has earned recognition at the world’s most prestigious festivals, including D&AD, Cannes, LIA, One Show, El Ojo de Iberoamérica, and CCSP, among others. Over the past six years, he devoted himself entirely to TBWA\Media Arts Lab, where he built the creative team responsible for serving Apple in Brazil and Latin America. Under his leadership, the brand consolidated innovative and culturally impactful campaigns.
"Working with people and brands I admire has always been my focus, and now, at Grey, it couldn’t be any different," says Ulisses. "Looking around and seeing people like Manir Fadel, André Gola, Hope Nardini, and Gabriel Schmitt, alongside the talented Grey Brazil and NY teams, is inspiring. I'm very motivated to continue delivering the iconic work that Coca-Cola is known for. It’s bound to be an incredible experience."
Fernanda Peka, who has been with Grey since last September, also celebrates the renewed partnership with Lucas, with whom she has worked before.
"I’m very happy with the trust placed in me and excited to take on this new challenge. Saicali’s return makes it even better. Together, I hope we can take the agency’s work to even greater heights and contribute to a successful story," she said. With over 13 years in the market and experience at agencies such as Y&R, BETC, FCB, Galeria, and Gut, Peka has had the opportunity to create for major local and global clients. Lucas Saicali has worked at agencies like Mullen Lowe, FCB, Energy BBDO, and Wieden + Kennedy SP.
