The only Brazilian to preside over a jury at Cannes Lions 2022, Luciana commanded the Digital Craft category for the first time
The agencies’ creative area is still a mostly male environment, but a woman stands out as Creative of the Year in the Best of PROPMARK 2022. Luciana Haguiara, executive creative director for Brazil and Latin America at Media Monks, receives the honor from the market , after three years of recognition granted to men in this category.
In 2019, the winner was Hugo Veiga, from AKQA, followed by Rafael Urenha, then CCO of DPZ&T, and today CCO and founding partner of the Gallery. Last year, the vote elected Felipe Silva, partner and creative director from Ghana.
I attribute this recognition to each and every one who has been and is by my side all this time, thanks Luciana. The only Brazilian to chair a jury at Cannes Lions 2022, for Digital Craft, the executive confesses that nothing scares her anymore.
I can present whatever it takes, anywhere and to whoever it is, that butterflies will be there, but it will be softer, he confirms. The unprecedented experience goes beyond festivals, juries, mentorships and discussions involving topics such as the metaverse. She has the day-to-day job of helping to build something new, doing things differently in Brazil and, now, with the mission to pump up Latin America creatively, says Luciana.
Of the passages that remained in the memory, there are the first Lion, for a Greenpeace project that warned about climate changes, and a project for HP. I decided to stay at home during the year-end break to edit a book with stories of illiterate people, he remembers.
Among the works highlighted this year, she cites actions for the gaming public on YouTube Shorts, and the launch of the Camisa do Tigre, for the month of Conscincia Negra, which honored the player Arthur Friedenreich, banned from playing for the Brazilian team because he was black. The project became a perennial exhibition at the Football Museum in So Paulo.
Arts even turned into murals in five Brazilian cities to expose creations from the League of Legends community, from Riot Games. An unprecedented action shows how a brand can be a partner of its community of fans, giving space for them to generate income even without being licensed, points out Luciana.
Another example was the third campaign for the global Pride, by Havaianas, which is starting to pull mobilizations based on an exclusive study by DataFolha. For 2023, Luciana expects urgency in the environmental pillar of the acronym ESG.
We can use creativity as a tool to create solutions with a real purpose, and we can sell and boost brands that can help recover the damage that has already been done, warns Luciana.
Director of this year’s edition of See it, be it Latama program dedicated to increasing the presence of women in the creation of Cannes Lions, the executive has just completed the S4 Women Leadership Program, at Berkeley Executive Education, and is an environmental activist certified by the Climate Reality Leadership Corps Training, chaired by Al Gore.
With more than 150 awards in 2022, Media Monks América Latina reaffirms its creative strength, built by Luciana Haguiara under the pillars of creativity, data, media and technology. In Brazil, the agency inaugurated a new office in September, located at Rua Girassol, in Vila Madalena, in So Paulo.
Created from the merger with MightyHive and announced by S4Capital in 2021, Martin Sorrel’s operation is experiencing a new cycle of expansion, driven by Latin America, a region that represents 45% of the global workforce of more than nine thousand professionals. Net revenue increased more than 29% in the third quarter of 2022, and the average revenue of the top 50 customers grows at a pace of 70% annually.
