Honored at El Ojo, Marcello Serpa talks about the evolution of the advertising market over the years
Marcello Serpa is one of the names responsible for the expansion of Brazilian advertising across continents. The former partner-president and creative director of AlmapBBDO is the first to be honored and integrated into the Latin Talent Hall of Honor at the 2022 El Ojo de Iberoamrica Festival. festival and is part of the festival’s 25th anniversary celebrations.
Serpa won awards, honors and prestige in an environment marked by ego, but in 2015 he decided that his Sun was about to set. His exit from the market was influenced by another strong name, but from a different time, Leo Tolsti.
The story of a man seduced by the devil and who did not know how to return before sunset, told in the classic How much land does a man need, returned to the publicist’s mind when he turned 50, but unlike the character in the book, Serpa knew the time to go back, or in this case, stop.
An immense happiness for me. I was very happy here and the festival opened Brazil’s eyes to Latin America, which has a creative force that I’ve never seen anywhere else, said Serpa about the tribute.
Far from the spotlight of advertising and living a new lifestyle, Serpa took the stage at El Ojo this Wednesday (9) to tell about his career and how he sees life after advertising. For almost an hour, the publicist also shared his views on the current market.
Among the points raised, Marcelo told the secret of his work: simplicity, but without being cliché. Fear is the biggest creator of the clich and the clich is the enemy of creativity, explained the publicist.
The evolution of the means of communication was also a topic addressed by Serpa, who stated that the market left the world of mass communication. Social media began to fragment like small galaxies, causing massive messages to be lost. Today, the consumer takes upon himself the need to promote the brands, explained the congressman.
The world has changed and advertising has followed suit. With that, many of the pieces that roam the streets and social networks bring with them a kind of revolution, something that can be very positive since the advertising market is a reflection of that time in which it lives, but it can also backfire if done just from the middle out. If brands and companies are hypocritical, they become irrelevant. If all brands want to save the world, who is destroying it?”, asked the publicist.
