Born: Sao Paulo, Brazil
Worked in: Chicago, Illinois & Miami,
Florida, SA; Sao Paulo, Brazil
Current Clients: Marriott Hotels &
Resorts, Telefonica & General Electric
Name an innovative idea or business solution for which you are most proud. Ricardo is most proud of the barrier-breaking work he did with client Samsung through collaboration with Discovery networks to take part in an integrative campaign around The Amazing Race Latin America. This concept broke through previously established barriers within the region, and provided a level of interaction between people and product that was new and unique for Latin America.
This campaign permitted several product divisions of Samsung to take part in a 360° approach that included ideas for the brand’s televisions, digital cameras, camcorder and cell phone divisions. The Samsung-Amazing Race collaboration expanded well beyond the TV set and into the online world.
Why do people see you as an innovator? For Ricardo, technology and innovation is not just a part of his work, but rather a part of his everyday life—it is what he lives and breathes. Having a strong belief in his own ideas and work translates into a confidence that leads to success. Keeping an open mind drives him to constantly push the envelope and give his clients the opportunity to expand
beyond the norm. Ricardo is an enforcer of the fact that in order for content to be successful, media practitioners need to go beyond the traditional 30-second spot and discover how content can relate to people and their lives through deeper human understanding.
What role does innovation play in your marketing strategy today? Small budget local campaigns and large-scale pan-regional multi-million dollar campaigns are both equal in Ricardo’s mind. To him, stepping away from traditional strategy and focusing on creative abilities is the strongest asset one can have. Ricardo understands that if a client cannot stand out in a crowd, there is no value added to the brand. The key to a superior strategy is innovation. Innovation is limitless in today’ s world given our ever-expanding ways of reaching desired consumers. Therefore, turning strategy into powerful solutions that embrace new tools, new platforms and new outlets to connect with consumers is necessary.
Dictionary definitions aside, how would you characterize innovation in the work you do? To Ricardo, an innovator is someone who thinks outside the box and applies creative solutions and forward-thinkin concepts in every aspect of their career. To innovators, ideas are not something that just fall into their lap; rather, ideas are something that they create to solve the challenge as efficiently as possible. In today’s world of tight budgets, money is not the answer to a better campaign. Focusing on new trends and technologies in media and pop culture and how consumers are utilizing these communications tools in their daily lives is what brings success. Innovation is being a trendsetter, not a follower.
Any other interesting aspects to your international background? Ricardo grew up with a father who was employed as a chemical engineer for an international company, giving him the opportunity to move frequently during his childhood. To him, it was something that helped to broaden his worldview and shape who he is today. Having the ability to see so many different cultures and parts of the world has left Ricardo with an open mind to new things and experiences.
Any internationalist trivia? Ricardo speaks five languages (English, Portuguese, Spanish, French and Italian) and has worked in every country in Latin America. His love of traveling and exploring has left him only with Australia and Antarctica on his list of continents to visit.