Brazilian propaganda was built on great co-leadership duos
I wouldn’t even need to explain the success of the duo Elton John and Bernie Taupin. The songs speak for themselves. ‘Your song’ is impeccable. Even so, the testimony is there, on page 45 of the biography ‘I, Elton John’. “A certain magic happened when I saw Bernie’s lyrics, something that made me want to write music. It happened the moment I opened that envelope in the subway car on the way home from Backer Street, and it continues to happen. The songs flowed naturally from both of us”, says the English singer.
In addition to show biz, advertising duos also immortalized their compositions. Marcello Serpa and José Luiz Madeira at Almap, Nizan Guanaes and Affonso Serra at DM9, Luiz Lara and Jaques Lewkowicz at Lew’Lara, and Roberto Duailibi, Francesc Petit and José Zaragoza at DPZ are just a few examples that inspire new generations.
“Brazilian advertising was built on great co-leadership duos. Everyone started to imitate this format, which is not ours”, recalls Sergio Gordilho, partner, co-president and CCO of Africa Creative, who works alongside Márcio Santoro, partner, co-president and CEO of the agency.
The model works, as long as the agency’s culture is respected. It’s not just about bringing two people together. “Everyone is saying they do it. In fact, there are a lot of people who talk and don’t do it. And there are a lot of people who do it and don’t say it. When you don’t have a company that is acculturated, concerned and committed to consistency, it won’t work”, points out Gordilho.
National companies with global operations also set an example. Brothers Joesley and Wesley Batista are at the head of the J&F holding, which controls the food company JBS. “Once you have two people capable of leading the business, each with their own skills, leadership becomes stronger. The company only stands to gain”, endorses professor João Oliver, from ESPM’s communication and advertising course.
Read the full article in the edition of propmark October 21, 2024
