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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
