Gonzalo RICCA

CHIEF CREATIVE OFFICER | (EX DON BUENOS AIRES)

For the last 21 years, Gonzalo Ricca has been working in the marketing sector for advertising agencies in Argentina, Brazil, and Chile leading several creative departments.

Gonzalo has recently left the position of CCO – Chief Creative officer- at DON, independent agency at Buenos Aires. Recognized on Effie Index as the 1# Best Latam Independent agency 2020, in and 4# global position worldwide.

In the past, he joined DM9 DDB Sao Paulo (2017-2017), Ogilvy Sao Paulo (2015-2017), and also at Don as Executive Creative Director (ECD), since 2010 to 2015.

All along his career he has worked in global, regional, and local levels and jobs for many of the largest advertising networks and independent agencies in Argentina, Brazil and Chile, so that makes Gonzalo a true Connoisseur of Latam culture.

EXPERIENCE:

In the beginning of his career, Gonzalo Ricca started in the creative department working as Copywriter at the end of the 90´s.

He joined Grey Argentina, where he worked for two years for the creative department.

Later on, he joined Ratto/BBDO (BBDO Argentina) by early 2000.

In 2002 he joined DDB Chile, as Creative Director, where he held that position for almost three years.

Back in 2005 returned to Buenos Aires to work for Ogilvy Group, and quickly settled professionally to become Creative Director at McCann Erickson Argentina.

In 2007 Gonzalo Ricca join JWT Sao Paulo, Brazil.

In 2010 returned to Argentina, also as Creative Director for Grey Argentina.

And finally, in 2010, Gonzalo is appointed ECD Executive Creative Director at DON, where he was until 2015.

In 2015 he join Ogilvy & Mather Sao Paulo. And later, in 2016, DM9DDB also in Sao Paulo. Before coming back to DON Buenos Aires as Chief creative Oficer.

All along his career Gonzalo has won over 300 awards, at international and regional levels, including almost 30 awards at the Cannes Festival (among many finalists too).

In 2014, Gonzalo was honored being part of the CANNES LIONS FESTIVAL JURY PANEL.

AWARDS:

His professional recognition also includes awards such as Cannes Lions, D&Ad, Clio, One Show, London Awards, AdAge Small Agency Award, New York Festival, Sol de Iberoamérica, Fiap, Ojo de Iberoamérica, Diente (Argentine Creative Circle/Association), Wave, Lápiz de Oro, Premio Clarin, Festival de Mexico, Achap, among many others.

BRANDS:

Througout his career, Gonzalo has provided creative ideas and creative strategies for some of the most renowned brands and companies in each market he worked for, including:

Unilever, P&G Procter & Gamble, MasterCard, Coca Cola, Pepsi, Fibertel,Cablevisión Flow, Easy (Cencosud Homestore), J&J (Johnson&Johnsons), Telefónica, Speedy, Bavaria Beer, and also Heineken, Sol, Amstel Beers, Chevrolet, Ford, Volkswagen, Nike, Philips, Pepsico, Reebok, Gobierno de la Ciudad de Buenos Aires, First Data for Clover launch brand, Disney, Philco, Radio Mitre, among others.

An important fact: from 2011 to 2015 he was part of the board of the communication team for the presidential runner candidate. Mauricio Macri.

And from 2015 to 2019 "Mauricio Macri" was President of Argentina Republic, changing 12 years of a same political party of politicians on the government of Argentine Republic.

questionnaire

1. What was your first job? 

I started working as a copywriter in a very small agency, and a year later I joined Grey Argentina. That was my first step in a real agency. Where I learned a lot from many creatives who already had many more years working in the advertising industry. 

2. Describe, in your own words, what your job is and what job it involves. 

Basically, it is about understanding the needs of our clients, and what the brands needs, beyond what clients think they need or what they are asking us for. 

There, a dialogue door opens where we draw conclusions about what we really have to do, from the strategic planning and from the strategic creative approach. 

Once these conclusions are drawn, we go back to the agency and join with the creative teams and try to do our best within a strategy that we believe is solid and consistent for the brands we work for. Always working as a team with our clients. Together. And that has given me great satisfactions. And to our clients too. 

3. How did you discover that the creative world was right for you? Was there a time in your life when you attributed this discovery? Was there a series of events that got you to where you are today? 

When I was very young, as a child, there was a television show on Argentine television that showed the best advertisements in the world. Sure, commercials in film format, Clio winners, Cannes Lions winners… and I must have been about 11 years old when I realized that's what I wanted to do. During my career I have come across advertisers, or creatives, who wanted to be writers, painters, artists, architects ... and for one reason or another ended up being creatives. That was not my case. From a very young age I wanted to be an advertising creative. I loved expressing in an advertising  piece what we think is relevant, or simply entertaining or just funny. I think humor is also healthy. Humor does good to others. That helps improve our lives, even for a brief moment. When that happens, I feel like my day is complete. 

4. In your ever-growing and expanding industry, how do you find inspiration to keep your work fresh, innovative, and relevant? 

From the beginning of the world, people found sources of inspiration. From the simple observation of nature in rock heights, passing through Da Vinci, Dostoyevski, to mention just a few. And in those days we didn't have the immense amount of inspiring stimuli that we have today. From social networks to film content platforms and TV shows like today we can severals Netflix, Apple TV, Amazon, Hulu, etc etc etc. I think that the mere observation of life itself should already reach, and if we add all these new digital realities ... places to observe and be inspired not only do not seem to be missed, but they have multiplied. 

5. If you had to choose a job or project that you are most proud of, more for the creative work and innovation than for its recognition or "success" in the industry, what would it be?

How difficult it is to choose one in my career. I have grown fond of so many... In fairness to myself, I think I should at least mention three or four jobs that I'm very proud of. Here are some links:

- Flow Spoilerland campaign:

https://www.behance.net/gallery/70966089/SPOILERLAND-2019-D-AD-Inbook

- Easy homestore: National Heroes Campaign (San Martin – Belgrano):

https://www.behance.net/gallery/24208667/EASY-HOMESTORE-2015-CANNES-WINN...

- Fibertel facebook Friends campaign:

https://www.behance.net/gallery/12123989/FIBERTEL-PS3-BEER-2013-CANNES-W...

https://www.behance.net/gallery/12165383/FIBERTEL-NEPHEWS-2013-CANNES-WI...

- P&G Suaussageflan and Fishchocolate Campaign:

https://www.behance.net/gallery/12165485/P-G-AYUDIN-SAUSAGEFLAN-2011-CAN...

6. What creative disciplines do you commission the most and are you most interested in seeing more of and why? Which of these disciplines are you most interested in seeing at CONNECTIONS? (i.e. photography, film, production, social, experiential, vr, cgi, animation, etc.) 

I think film, experiential, and social are the categories that generate the most interest to me today

jury

VP of Design | RESTAURANT BRANDS INTL.
Art Producer | VANS
Exec Creative Director | MNEMONIC AGENCY
Storyteller Content & Campaigning | BREUNINGER
VP Global Marketing | IMAX
Chief Engagement & Mktg Officer | EHE HEALTH
Creative Director | APPLE
Chief Brand Officer | CARHARTT
CCO | OGILVY MEXICO & LATAM
Head of Creative Operations | SPECSAVERS
VP Global Creative Dir | BUMBLE AND BUMBLE
Executive Producer | MINTED CONTENT
Global CCO | LONDON LUXURY
VP Video & Creative | SYNEOS HEALTH COMM
Creative Direction
Director of Content Prod | SEPHORA
Executive Creative Director | GTB BRAZIL
Sr Art Director | SEPHORA USA
Creative Director | FRED & FARID LA
Senior Creative | AKQA
EVP Creative Director | REVHEALTH
VP Creative Director | TINDER
Creative Director | BAUME & MERCIER
Marketing Manager | VALMONT
Art Buyer | BUREAU BRAUNE
Executive CD | ARNOLD WORLDWIDE BOSTON
SVP | MACANDREWS & FORBES
Creative Director | TORY BURCH
SVP | PUBLICIS ONE TEAM
VP Marketing & Advertising | AT&T
VP Global Creative | KIEHL'S
Senior Marketing Executive | PHILIPS
VP Creative Director | MULLEN LOWE GROUP
VP Creative & Brand director | The Honest Co
VP, Brand, Content, & Community | CANADA GOOSE
Partner | FORECAST AGENCY
Marketing Director | LUFTHANSA
Creative Director | GRABARZ UND PARTNER
President, Chief Creative Officer | HAVAS HEALTH
Director of Production | FCB INFERNO
Brand Narrative Manager | NIKE
Creative Director | DKNY
Talent Lead | ESTEE LAUDER
Executive Producer | GENERAL MILLS
Creative Director | O'KEEFE REINHARD & PAUL
Creative Director | VMLY&R
STRATEGY CONCEPT DESIGN | MAVODI
Creative Director | OKLAHOMA GAZETTE
Creative Director | PROCTER & GAMBLE
Creative Director | HERE
Executive Creative Director EMEA | HUGE INC.
Sr. Director | NIKE
Chief Creative Officer | EVOKE
CEO | DRAB AGENCY
CCO | GREY MALAYSIA
VP Creative | ESTEE LAUDER
Chief Creative Officer | VANMOOF
CD | GOODBY, SILVERSTEIN & PARTNERS
VP, Global Creative Dir, Origins | ESTÉE LAUDER
VP Creative Director | AUTHENTIC BRANDS
EVP | MCCANN NEW YORK
Principal, Strategic Advisor | J WOLF ADVISORS
Executive Director | IBM NY
Design Director | PHENOMENON
Chief Creative Officer | AIR PARIS
VP, Partner Marketing | PANDORA MEDIA, INC.
SVP Marketing
CCO | NELSON SCHMIDT
Director of Content Production | MILK MAKEUP
Sr Creative Director | BANANA REPUBLIC
Art Director | GQ ITALY / CONDE NAST
Creative Director | JOAN CREATIVE
Co-Founder | HEARTY
Creative Director | MCCANN NY
Chief Creative Officer | INBRAX CHILE
Creative Director | SOLAR INITIATIVE
Sr. Managing Photo Art Director | L.L. BEAN
Exec Creative Director | R/GA
Production Director | NIKE
Creative Director
Exec Creative Director | Mischief USA
Dir. of Prod. & Business Affairs | MEKANISM
Producer / Brand Creative | CAPITAL ONE
Brand Strategy | VOLKSWAGEN
Senior Art Director | BOMBAS
Executive Producer | WIEDEN+KENNEDY
Brand Director | VOLKSWAGEN
Advertising Manager | FERRERO
Sr. Manager Content and Prod | ATLANTA HAWKS
Creative Producer | NIKE
Art Director | STUDIO LH
Head of Photography | BBC
Head of Art Buying | IRIS WORLDWIDE
Head of Photo+Art Buying, Mktg | NY TIMES
Director, Brand Design | Healthcare Company
Director of Integrated Production | FCB NEW YORK
CCO | MADE.COM
General Director | TBWA VENEZUELA
Creative Director | AWAY TRAVEL
Marketing Director | OAKLEY
Head of Video | JP MORGAN CHASE & CO
Digital Production Director | JUICE PHARMA WW
Creative Director | INDUSTRIAL COLOR
Sr Producer | UNILEVER, U STUDIO
Art Buying | TRACK GERMANY
CEO | CFS KRUG
Creative Director | GOOGLE
Creative Director | UNILEVER
Executive Creative Director | HAVAS DUSSELDORF
Creative Director
Creative Director | ANDIE SWIM
Head of Art Production | DROGA5
Sr Content Producer | CARMICHAEL LYNCH
Creative Lead/Art Director | IKEA
Marketing Director | HARRY'S
Group Creative Director | HAVAS CHICAGO
Creative Director, Founder | JAM
Marketing Communications | DESKO
Executive Creative Director | WE BELIEVERS
Executive Producer | OGILVY & MATHER CHICAGO
Creative Director | G-STAR
CCO | GREY DÜSSELDORF GMBH
Executive Creative Director | BBH
Director, Head of Production | LINKEDIN
Creative Director, Luxury Studio | COTY
Sr. Marketing Executive | UNITED TALENT AGENCY
SVP, Communications | HERMÈS
Creative Director | LA MER
Creative Director | MICROSOFT
Executive Director | MERCK
Sr Creative Director | UNDER ARMOUR
Director of Marketing | PEPSICO
VP, Creative Content, CBS Photography | CBS
Creative Director | COTY
EVP, Executive Creative Director | VELOCITY
Executive Creative | PROOF ADVERTISING
CCO | WUNDERMAN THOMPSON
ECD | BBDO PAKISTAN
Creative Director | VMLY&R
SVP, Brand Creative | KATE SPADE NEW YORK
Sr. Director, Brand Mktg & Creative | SOUL CYCLE
Group Creative Director | DOLLAR SHAVE CO
Founder | SMALL AGENCY
Senior Art Director | SEPHORA
Photo Editor | HEARST ENTHUSIAST GR
SVP Integrated Production | GSW WORLDWIDE
Digital Visuals Dir | PAT MCGRATH LABS
Creative Director | BSSP
Creative Director | MOTHER LA
Creative Director | BROOKS RUNNING
Creative Director | TLGG
Creative Producer | CALVIN KLEIN
VP of Photo Production | MACY'S
Creative Director | EBRU PINAR INC.
Content Production Manager | KATE SPADE
EVP | LEO BURNETT
Senior Designer | JKR GLOBAL
Creative Director | CHANEL
Dir. of Creative Production| CONVERSE
VP Creative | BURBERRY
CHIEF CREATIVE OFFICER | (EX DON BUENOS AIRES)
Executive Creative Director | GEOMETRY
ECD, Chief Creative Officer | CLOROX
Group Creative Director | SPOTIFY
Creative Director M&C SAATCHI SPORT & ENTERTAINMENT
Dir. of Comm. | COLOSSAL MEDIA
Founder | MATTE PROJECTS
Group Creative Director | INTER PARFUMS
Founder, CCO | MOJO SUPERMARKET
VP, Creative Services | WARNER RECORDS
CD | DONALD SCHNEIDER STUDIO
AVP of Design | SAKS FIFTH AVENUE
Art Buying | PHILIPP UND KEUNTJE GMBH
VP of Marketing | BEAUTY BLENDER
Art Director | DENTSU INC
Creative Director | HUGE NY
Sr. Creative Director | OLD NAVY
Dir. of Creative | INTERSCOPE RECORDS
Creative Director | VIACOMCBS
Creative Director | TRANSLATION
Executive Creative Director | SERVICEPLAN
Art Director | DISPLEY COPY
AVP, Creative Director | SKINCEUTICALS
Executive Creative Director | McCANN/MRM
Sr Art Director | COTY
Head of Creative Svsc. | WALT DISNEY LATAM
Sr Strategist | MICROSOFT
Creative Director | VALMONT
VP, Global Creative | ESTÉE LAUDER COMPANIES
Creative Director | APPLE
CCO | THOMSON REUTERS
Creative Project Director |DENTSU TOKYO
Exec Creative Director | SID LEE
Executive Creative Director | TBWA\CHIAT\DAY\NY
Marketing Manager | HEINEKEN
Sr. Photography Producer | APPLE
Creative VP | THE COMMUNITY
Art Director | FACEBOOK
VP Creative Marketing & Operations | VERIZON
Creative Director | APPLE
Executive Creative Director
Creative Director | AMAZON
Founder | NR2154
Creative Director | WOLFSTREET
Creative and Artistic Director | NWA
Creative Director | MSMEYAGI CREATIVE
Head of Digital & Design | WPP
SVP | SK TELECOM
Creative Producer | NETFLIX
Exec Creative Director | BLUE STEM BRANDS
Exec Creative Director | McCANN/MRM
©2018 LE BOOK All Rights Reserved