Executive creative director of BETC Havas says that the big challenge is not to put the ambition of holding positions ahead of respect for people
“I consider myself a professional who has worked in the market for 36 years, but is just starting out.” This is how Zico Farina, executive creative director at BETC Havas, describes his professional career. One of the highlights of the ‘Creative Leadership Special’, the professional shares insights about his career, his creative process and challenges faced in the market.
Farina says she never thought about being a leader and never worked to have a position. “I have always worked to make the best deliveries, which value creativity and respect the brands and people involved in the process. The place I occupy is a consequence of this, of resilience, empathy and, perhaps, even some talent. I believe in the strength of work, that the great challenge is not to put the ambition of occupying positions ahead of respect for people and their stories”, he explains.
When reflecting on his routine and processes, the professional emphasizes that creativity requires discipline and sacrifices. “For every yes, you hear about 99 no’s. It’s the no of the deadline, it’s the no of the budget, it’s the no of the format, it’s the no of it’s not over. But in the midst of all this there is an idea that wants to survive. People are the great vector of this industry. And that’s what we should focus on. Encouraging inclusive, diverse environments that value talent”, he highlights.
Farina highlights the luck and privilege of living with three different generations under the same roof and often working on the same brief. “Having people who think differently than you, having people more capable than you, helps you achieve new results. Everyone in a leadership role must pay attention to people, care for them and also know how to demand and demand more.”
For Farina, the search for results is intrinsically linked to innovation. “The search for results makes us incessantly search for innovation. You don’t change results by doing everything the same. I believe the role of a creative is to know the brand they are working for. Your goals, KPIs, metrics, strategy. Nobody changes what they don’t know. The results for a client and an agency should be no different. Both must be clear about where they want to go as partners, where they want to take this brand, what level they should aim for. And no one does it alone.”
Read the full article in the printed edition of April 29
