"It's a very big deal to live outside of your own accent," shares Ogilvy's CCO

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headshot of Dede Laurentino

Free images - André 'Dede' Laurentino is simply a Brazilian calved imaginative moving arsenic Ogilvy's main imaginative serviceman successful London. I caught up pinch him precocious to talk astir his profession trajectory and what makes a bully advert, but our speech besides touched upon nan fascinating taxable of what it's for illustration to unrecorded overseas and speak different language, and really that affects creativity. 

Aside from Laurentino's agency work, he writes and draws, and has created short stories and a novel. He's besides written TV bid for Brazil's main web and had a file successful O Estado de S. Paulo for a decade. I asked him much astir his early career...

What was nan first advertizing run you worked on?

I'm not from São Paulo, I'm from nan northeast of Brazil. I had to time off location because nan advertisement manufacture of Brazil chiefly sits successful São Paulo, successful nan southeast. I worked for an independent Brazilian agency that was very celebrated astatine nan time. The first clip that I put my sanction to an advertisement by that agency, I considered myself to beryllium yet successful advertising. And it was a run for a kindness asking for donations to thief nan underprivileged group of Brazil.

It was a bid of people ads trying to make group alert of nan hardship that they were going through, and that you could thief them out. So I wrote immoderate lines. I besides did nan layouts, but location was a writer that wrote, chiefly it was his work to constitute nan lines, but because I was ambidextrous successful that I wrote and did nan layouts, I wrote 1 aliases 2 headlines.

I made horrible mistakes successful printing nan run astatine nan incorrect time. It was my first clip successful a large agency. I didn't cognize really nan printers worked, and I arrived precocious to people nan campaign. And my leader was furious pinch maine because it took everlastingly for maine to get nan position mounted. As he came backmost he said, 'everything is going wrong, and it's your fault'. He said, 'the 1 point that saves you coming is that nan header he likes nan astir is nan 1 you wrote'. So I was saved by nan gong.

drawing of a character by Andre Laurentino

André writes and draws successful his spare clip (Image credit: André Laurentino)

What's nan quality betwixt advertizing successful Brazil and advertizing successful nan UK?

Well, let's commencement by saying what's very similar, successful some countries astatine nan clip I was starting, advertizing was portion of culture. It was thing group would talk successful taxis and buses. The Brazilian assemblage arsenic good arsenic nan British assemblage were very willing successful advertizing and they would remark connected it, it was portion of culture... beardown enough, imaginative capable to beryllium portion of culture. 

Now nan measurement successful which they beryllium to civilization is very different because nan 2 cultures are very different. So successful Brazil, there's nary specified point arsenic understatement, for example, and here, location is specified a point arsenic understatement, and self-deprecating humour, nan very British thing... 

I deliberation nan Brazilian consciousness of humour is person to nan American consciousness of humour than it is nan British one. But location is humour – that's different communal ingredient, galore ads present would beryllium very funny. And galore ads successful Brazil would besides beryllium funny successful different ways and for different reasons. 

I deliberation nan British advertizing civilization has much nuance than successful Brazil, wherever it's very difficult and fast... The people campaigns successful Brazil would beryllium very direct. I'm not diminishing it by saying it's very direct. It's conscionable it's a beardown thought presented successful nan astir evident nonstop and impactful way. 

Whereas successful nan UK, you would person nan value of nuanced advertizing and a connection that has subtleties. It's for illustration colours – If messages had colours, here, it would beryllium much pastel colours, aliases reside complete tone; successful Brazil, it's contrasting tones, very bright, vivid colours.

Do you deliberation speaking much than 1 connection makes you much creative?

I'm not judge because location are group that are measurement much imaginative than I americium and they whitethorn only speak 1 language, truthful who americium I to opportunity that makes maine much creative? It makes maine deliberation differently. 

pile of books written by Andre Laurentino

Collected essays successful 2017 (Não maine deixe aqui rindo sozinho, Don't time off maine laughing connected my own) (Image credit: André Laurentino)

What astir surviving abroad? Does that thief creativity?

I deliberation group that unrecorded overseas aliases moreover time off their ain metropolis aliases municipality are already a different person. If you time off Edinburgh to unrecorded successful London, aliases vice versa, that's already a different portion of you, because you're nary longer successful your hometown, nary longer surviving successful your accent. That is simply a very large woody to unrecorded extracurricular of your ain accent. 

When I near nan northeast of Brazil for Sao Paolo, I near my accent. The infinitesimal I said 'hi', everyone would cognize wherever I'm from. They would cognize thing astir maine moreover if I tried to hide... I retrieve erstwhile I was present successful nan UK astatine nan agency, personification said 'hey, there's a Brazilian planner, moving connected nan 3rd floor. Have you met her?' I said 'no'. 

'Oh, you should meet her. She has conscionable arrived from Brazil.' So I went and I said successful Portuguese. I virtually said 'hi'. She replied, 'you're from nan north, aren't you?' And I'm like, 'wow, really overmuch do I springiness distant pinch 2 vowels'?... So if you're surviving extracurricular of your accent, it's already different... I deliberation it makes it makes for a richer acquisition successful life. I'm not saying better, but richer.

How does your copywriting compared successful English to Portugese?

It does not compare. I tin constitute successful English. But it's arsenic if you led your regular life pinch boxing gloves. You could do astir things – return nan tube, eat, scratch your head. With a boxing mitt you'd scratch your caput successful a different way. And successful Portuguese, I americium much alert of nuances and hidden meaning... 

For example, I tin only publication poesy successful Portuguese. I tin understand poesy successful English. Of people I can. I emotion poetry. The measurement that a poem that's written successful Portuguese hits maine is very different because it talks to parts of my encephalon that are subconscious – it talks to my puerility and talks to memories of those words, erstwhile I first heard them aliases what they conjure up successful my connection that they don't conjure up successful a different language. And it's special. 

So successful nan aforesaid way, erstwhile I constitute [in English] it's different, it's different than erstwhile I constitute successful Portuguese. The different point is being funny successful a overseas connection is very difficult... If you're funny successful your ain language, it's natural... I'm very funny successful Portuguese. Well, we'll opportunity I am. I retrieve location was nan beverage woman successful nan first agency I worked, she mumbled to herself, 'this André is simply a funny guy'... But I understand that successful English, it's not nan same. 

book written by Andre Laurentino

A novel, A paixão de Amâncio Amaro, The passion of Amâncio Amaro (Image credit: André Laurentino)

As you've moved up nan profession ladder, really person you balanced being an creator and a business leader

The logic I do my penning and my drafting is because location are things that I want to opportunity that don't beryllium successful a brief, that don't beryllium successful what I do for our clients, and I request to find an outlet for those things that I want to say.... If I repress those things I will beryllium unhappy aliases I'll beryllium little happy. And nan happier you are, nan much imaginative you are; nan happier you are, nan much assured you are and nan much imaginative you tin be. 

Doing these different things has helped maine successful my ain individual happiness... It's what I do successful my spare time, immoderate group play tennis aliases spell to nan gym, immoderate group play games. I constitute and I tie for my ain imaginative health, I suppose... I usage a very different portion of my encephalon to beryllium a leader. So I request to support some [sides] very good oiled.

Find retired much astir Dede via his website and nan Ogilvy site.

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Rosie Hilder is Creative Bloq's Deputy Editor. After opening her profession successful publicity successful Argentina – wherever she worked arsenic Deputy Editor of Time Out Buenos Aires – she moved backmost to nan UK and joined Future Plc successful 2016. Since then, she's worked arsenic Operations Editor connected magazines including Computer Arts, 3D World and Paint & Draw and Mac|Life. In 2018, she joined Creative Bloq, wherever she now assists pinch nan regular guidance of nan site, including increasing nan site's reach, getting progressive successful events, specified arsenic judging nan Brand Impact Awards, and helping make judge our contented serves nan scholar arsenic champion it can. 

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