Marcio Souza Leite & Ricardo Guimaraes, creatives, MRM Meteorite
@marciomilk / @Ricardoccg
With Cannes fast approaching, the expectation is high that, just like last year, the BRIC and SANZA countries may yet again steal a march on the British entries. Wieden+Kennedy seems to think so – it is investing in a Brazilian agency for the first time. So we asked two native Brazilian creatives who has the better digital creative culture, Britain or Brazil. And why.
As far as creative work goes, we think Britain has a bit of catching up to do.
It’s fair to say that the recession has affected clients and agencies here in many ways – there is less investment and the willingness to take risks is low at the moment – but we believe a cultural shift is necessary: Britain needs more agencies building their business models around the idea.
The industry in Brazil is very committed to the idea. It has an established creative culture. This culture attracts people with a certain attitude and that breeds innovation – Eduardo Saverin from Facebook and Mike Krieger from Instagram, for example, are Brazilian. Add to that the fact that the conditions are very favorable in Brazil right now - the economy is stable, major events like the World Cup and the Olympics are attracting investment, a good portion of the consumer market is still there to be claimed – and you have a good foundation for ideas to grow.
Leading agencies in Brazil have adapted quite quickly to the startup mentality. Communication is very technologically driven. Capabilities within an agency are much more diverse than over here as well, sometimes it is even hard to attach job descriptions to people. It’s all about attracting energetic creative entrepreneurs and thinking less about the format in advertising and more about reach. That is reflected directly in the work. Things like social curation, the internet of things and the ‘beta mentality; are definitely trending.
Although a lot of people in South America are probably more interested in CES or SXSW right now, we believe this year BRIC and SANZA countries will still grab more Lions. That said, we don’t think it is because the industry here is less capable creatively or it is not at all interesting to young, creative people. Britain is very multicultural, English helps the world become much more universal, London is a unique creative hub: you have Asian designers, Brazilian creatives, British writers, Swedish technologists, Australian developers all working under the same roof. So as far as conditions go, we think to get everyone’s attention back to Britain it’s less about waiting for external conditions to improve and more about putting the idea at the centre of what we do.
Stay calm and innovate.