To Sao Paolo, as 10 Questions on Advertising continues its round-the-world trip (I only wish we could actually do the trip in person – we’ll see what budget we can ask from The Drum for season two).
And we visit Sao Paolo for good reason – to learn from Vico Benevides, one of the world’s most decorated, most passionate and most interesting creative leaders.
After spells at FCB, Saatchi & Saatchi, Santa Clara, BBH, BBDO, and GTB (so basically all the biggest agencies in the world, then), Vico launched Asia to great acclaim in 2022.
A spin-off of another Brazil-based Omnicom agency, Africa, Asia now works with global giants like the Chinese automaker, GWM, and local icons like Senna Brands, the company managed by the family of Brazil’s most famous racing icon.
And having won at – and judged – everything from Cannes Lions to Clios, and with his work at GTB (where he was LATAM executive creative director on Ford) being recognized further afield by the likes of Mashable, YouTube and even in the Chicago Museum, surely the highest honor left for Vico is appearing in 10 Questions? Let’s see how he fares…
If you could go back and relive one day in your career, which would it be?
Probably my very first day at my very first agency. It was a truly magical moment, when I realized that my passion for creativity had finally found its home.
…Now tell us about the day that still gives you nightmares.
Any day with a blank page, completely out of ideas. It’s a truly terrible feeling.
Who gave you the piece of advice you still live by – and what was it?
This might be déjà vu for later… “Be humble, be passionate and work hard”.
What piece of work done by someone else are you truly jealous of?
I love the sensorial kind of work this industry produces. Work such as Sony’ Balls’, Cadbury ‘Gorilla’, and Apple ‘Welcome Home’.
What’s your elevator pitch to people thinking about getting into the advertising industry for the first time?
If you take the advice I knew years ago – be humble, be passionate and work hard – this industry can give you great things.
You studied at the famous Miami Ad School – tell us about the class that had the most impact.
There was one class led by Ron Sechrist, the founder of MAS, that I’ll never forget. Every session, he’d challenge us to bring exactly 50 ads – no more, no less. It was tough and sometimes students didn’t even show up because of the pressure.
But eventually, I learnt the lesson behind it. Ron wasn’t concerned with the quality of each individual ad. He wanted us to understand the importance of creating a high volume of ideas so we wouldn’t get fixated on just one. He was teaching us that to find the best idea, you often must discard many others. It’s like in sports: you won’t become a champion by practicing just 10 minutes a day. It takes intense focus and effort.
One of you team’s inventions for Ford was displayed in the Chicago Museum, whilst Mashable selected another as one of the top ‘innovation that helped make the world a better place’. We see a lot of brand inventions pitched but few ever become a reality. What’s the secret to making it happen?
Working with a client like Ford Motor Company means everything is real and every idea has to survive in the real world. We spent two years on each of those projects before they were finally presented to consumers. And both ultimately needed to prove they would have a significant impact on Ford’s business.
You’ve won basically every global award going. Let’s pretend you’re now asked to launch your own award show – what would it look like?
There are so many awards in the industry. From local to global. I don’t think you’re giving me a good brief! But I would love to see an award judged by real moms.
Asia has one of the coolest brands – and accompanying brand guides – of any agency I’ve come across. With most agencies infamously bad at marketing themselves, how do you ensure enough time is dedicated to it?
It’s always easier to create an idea for a client than it is to work on a thing for yourself. That’s why, in the beginning, I preferred working with outside consultants for the Asia brand. Consultant who would provide a fresh perspective. After that, we brought in our talented internal team and aligned them with our vision. But it needed the best of both worlds.
We want the full Sao Paulo experience – where are you taking us?
São Paulo is an international city, and it has some of the best services in the world. It’s a 24/7 city that never sleeps. You can find, see, eat, and experience just about anything here. It’s vibrant, creative, and eclectic. But to truly experience the “real” São Paulo, you have to watch a major soccer match, like Corinthians versus Palmeiras, live in the stadium. That’s where we’re going.
