VML Brasil’s New Creative Champion Ushers in a Chapter of Belief

Last month, VML Brasil hired Eduardo Marques as its new chief creative officer. And after 13 years abroad, leading creative departments in Europe and the US, he says returning to his native country “felt like closing a beautiful circle – and starting an even more exciting one”.

Most recently CCO at Publicis Groupe Netherlands and Belgium, Eduardo also worked under the Publicis umbrella in Spain, and at hot shops 180LA and Pereira O’Dell in California. “I grew a lot as a professional, but also as a person,” he says. “Coming home now is about using everything I’ve learned to build something meaningful in the place where my story began.

“VML, in particular, attracted me because it’s a creative powerhouse with a global footprint and the ambition to keep evolving. I see a huge opportunity to shape that evolution from Brazil, using creativity not only to win awards, but to build culture, solve business problems and drive real impact.”

Eduardo is no stranger to award-winning, impactful work, having earned four Cannes Lions Grand Prix, a Black Pencil at D&AD, and six Grand Clios for such campaigns as 'Moldy Whopper' for Burger King, 'Real Life Series' for IKEA, 'Boost Your Voice' and 'Unfairy Tales' for UNICEF, among others.

Now at VML Brasil, he says, “I’ll try to keep doing exactly what I’ve been doing for the past decade as a creative leader: giving my team the hope – and the conditions – to do the best work of their lives.”

LBB’s Ben Conway chats with Eduardo to find out more.

LBB> ⁠What key learnings from your 13 years away will you be bringing to VML Brasil?

Eduardo> One of the most valuable things I’ve learned is that creativity thrives when it’s built on diversity – not just of backgrounds, but of perspectives, disciplines and ways of thinking. Living and working across four continents gave me the chance to absorb different creative cultures and ways of doing things. It taught me that true innovation happens when you bring those diverse viewpoints together with respect, curiosity and a common goal.

Another strong learning came from the way work is structured abroad: people are focused, organised, and respectful of each other’s time. That leads to greater efficiency, faster decision-making and, ultimately, better results – for agencies, for clients, and for people. That kind of efficiency creates space for a much healthier work-life balance, which I believe is fundamental for sustained creative energy.

I also had the privilege of working with some of the best creatives, strategists and directors in the world. That experience shaped me deeply. You absorb everything like a sponge: new angles, new sensibilities, new ways of building ideas. And when you return home, you carry that expanded mindset with you. Now, I’m excited to share it, and to keep learning from the incredible talents we have here in Brazil.

LBB> How will you make your creative mark on the agency? What kinds of projects and creativity will define your tenure as CCO?

Eduardo> My mark is built on passion, openness, inspiration, democracy, and an unshakable hunger to make things happen. I fight for ideas. I help sell them. I protect them. I push, push, push until they see the light of day. Because creativity needs champions, and I’ve always seen that as one of my key roles as a leader.

VML has a culture of makers. And I want to double down on that. Whether it’s a commerce project, an out-of-home piece, UX, mobile, social, or real-time culture work, everything can be a creative opportunity. That mindset is what I want to embed across the agency.

But more than any specific format, what will define this chapter is a culture of belief – belief that we can make greatness, that Brazil can lead the world creatively, and that everyone in this agency, no matter their role, has a voice and a stake in what we’re building.

LBB> What are some of your short and long-term goals for VML Brasil, and yourself as a leader?

Eduardo> In the short term, I want VML Brasil to become the most creative and culturally relevant agency in the country. In the long term, I want us to lead Latin America and, eventually, be seen as one of the top creative powerhouses in the world. I really want our business to grow around creativity, in any of our disciplines, offering its spice in the whole customer journey.

But titles and rankings are just a reflection of something deeper: a team that believes in what it’s building. As a leader, my goal is to make people feel they can count on me – not just to push for the best ideas, but to build a space of trust, passion, joy and resilience. I want us to have fun, to take risks, to fail together, and win together. No ego, no hierarchy in the creative process – just people working side by side with one shared ambition: to make it happen.

LBB> What are the biggest challenges for Brazilian advertisers and creatives today? How will you overcome them?

Eduardo> One of the biggest challenges in Brazil today is that media formats often come predefined in the briefings. That limits creative ambition, and pushes teams toward more traditional, expected routes – even when the hunger to break the mould is huge. Brazilian creatives want to disrupt, to innovate, and to go beyond the obvious. And honestly? So do I.

The way to overcome this is to start from a simple truth. A great idea isn’t great just because it’s brilliant – it’s great because it solves a real problem. Creativity that drives business and creates positive impact is unstoppable. When ideas are born from that place – from a desire to truly change something – clients see the value and take the risk with you.

So, our mission at VML Brasil is clear: put creativity at the centre of the business. Redefine formats. Break conventions. Show that the most unexpected solution is often the most effective. And when we do that, not only do we move brands, we move culture too.