At different times in my career, I saw machismo from different angles.
More inclusion, fight against prejudice, respect for differences. The guidelines defended by society impose transformations that change the purpose of advertising. The work of raising people’s awareness gains importance, and becomes recognized as one of the most rewarding services provided today by the communication industry.
The sector finds in female leaders the sensitivity to embrace claims, attract engagement and establish connections. I like to see myself with this responsibility of placing the agency in society’s important commitments and guidelines, confirms Keka Morelle, CCO of Wunderman Thompson, and one of the honorees of this Special prepared to commemorate International Women’s Day.
From Avon’s repositioning to the Alfabeto and Love bottle actions, both developed for Coca-Cola, the projects led by Keka Morelle seek to create cultural relevance for the brands. At the heart of Netflix beats tuntum and Stranger station bring more evidence of creative media work that brings brands into the conversation.
Keka also mentions the Let it flow campaign, created for Johnson & Johnson’s Semper Livre brand. According to the executive, this action won all the awards where it competed last year, totaling 32 awards.
These are some examples of how we believe that any brand communication opportunity is an opportunity to generate engagement, conversations and be part of the communities’ culture, he comments. Instigated by integrated and collective solutions, gacha unites media, content, influence, strategy and production to solve the customers’ business problem, in addition to stimulating co-creation and learning.
Global strategic projects with local engagement are among the most attractive challenges. I love finding the perfect connection between brands and people and building unique paths for these relationships, explains Keka, the only Brazilian to chair a jury at the 2023 D&AD Awards, in the Art Direction category.
Recognition
As a result of the work, awards such as Grand Play by YouTube Works, with the Dignity to flow campaign. Most awarded agency in the first edition of the TikTok Ad Awards, Wunderman Thompson builds its creative reputation in a different way. We are not a one-case agency, points out Keka. She demonstrates her pride in seeing the agency leading awards that show maturity in generating conversations between brands and people, she reiterates.
The agency leads movements of Coca-Cola, J&J and Nestl all over the world. Part of global creative councils, Keka has been a member of international juries since 2006. The local perspective is very important in my point of view, but integration with a global vision of the brand and the world is essential, situates.
sexism and career
In 28 years of experience, Keka still sees machismo in advertising. In the different moments of my career, I saw machismo through different aspects and impacts. It has always been present and, unfortunately, we still have to fight it, he argues.
Married and mother of João and Toms, both 10 years old, Keka graduated in publicity and propaganda from the Pontifical Catholic University of Rio Grande do Sul. She also has a postgraduate degree in fashion from Santa Marcelina, in So Paulo.
It started in Porto Alegre (RS), at Dez Propaganda. In 2000, he arrived in So Paulo to work at FCB. Afterwards, he passed Fischer and JWT.
In 2005, she accepted a proposal from F/Nazca, where she remained for six years as art director. She rose to the position of creative director at DM9 in 2011. She moved to AlmapBBDO in 2015, where she worked for four years, and left to take the position of CCO at Wunderman Thompson in 2019.
