This week, the renowned publicist Sérgio Scarpelli is taking over the position of Head of Marketing at the Amithiva agency. He signed campaigns for large companies such as Magazine Luiza, Walmart, Banco do Brasil, Bradesco, Carrefour, Fiat, Philip Morris, Procter & Gamble and Folha de S. Paulo. In addition to having won several awards in his career, such as a Silver Medal at the New York Festival and a Gold Medal at the London Festival, he also won five nominations at the Cannes Film Festival and received the Grand Prix from Jornal O Globo for the launch of the Hilux.
With the position of Head of Marketing recently taken over at the agency, Scarpelli will bring with him the promise of reinvigorating the advertising scenario with his ideas, mixing technological innovations and a pinch of the ‘Old School’ of successful campaigns. In his curriculum, there are great agencies in Brazil, such as Publicis, Ogilvy, Africa, Leo Burnett and TBWA.
The publicist is known for his work in campaigns such as the “uncle” of the Nissan brand, the films in the golden times of Vivo, Federal Government campaigns in the first terms of President Lula, the development of Lu do Magazine Luiza and other actions that marked a generation, standing out for their ability to create successful campaigns that captivate the audience and stay in the viewers’ memory.
However, before assuming a new position in the market, Scarpelli decided to take a strategic break from his career. During this period, he dedicated himself to improving his knowledge and understanding the demands of the current market, seeking inspiration and new perspectives, studying with the best DJs and immersing himself in the universe of music. This immersion allowed him to identify a worrying problem in the Brazilian advertising market: the lack of innovation and the constant repetition of well-known formulas in advertising.
“I have noticed a terrible sameness and lack of innovation in our market. Although Brazilian advertisers are highly creative, many clients are following a playbook, resulting in similar campaigns. I believe that traditional media still play an important role in communication. Our campaigns lack humour, empathy and life, and they often lack a diverse and authentic approach. Deep down, the campaigns need to get out of the stereotype of chroma keycelebrity and teleprompter”, criticizes the professional.
His vision of breaking out of the ordinary and offering something different is what makes him such a hotly anticipated name in the industry. This bold vision made the specialist find a path at Amithiva Agency, which has the same spirit of renewal and boldness in the campaigns that he seeks so much. Thiago Abreu, founder of the agency, is excited about the arrival of a professional of Scarpelli’s caliber.
“Our search for results and return on investment is fundamental, but we cannot leave creativity aside”, emphasizes Abreu.
Scarpelli’s arrival at Amithiva Agency is a milestone for the publicity and advertising market, bringing with it the promise of a new era of innovative and impactful strategies. It is expected that your know how and his vision are responsible for pushing the agency to new heights, in a market that constantly seeks to reinvent itself.
About Amithiva
Amithiva is an innovative advertising and communication agency. Specialized in integrated campaigns, branding, digital marketing and internal marketing, the agency offers strategic and creative solutions to transform businesses. With a non-traditional approach, Amithiva thinks, creates and executes its projects seeking perfection, all to achieve impactful results. The company’s team has a young and questioning mindset, and uses data to guide work and generate creative ideas.
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