FCB Brasil has today announced that FCB veteran Ricardo John will take on the dual role of chief executive officer and chief creative officer at the agency, beginning September 9. John succeeds current CEO Aurélio Lopes, who remains with FCB as chairman of Brazil and Latin America, and former CCO Joanna Monteiro, who has moved on to lead special creative projects for FCB’s global network.
Ricardo joins FCB Brasil from J. Walter Thompson Brasil, where he simultaneously held the positions of chief executive officer (since 2018) and chief creative officer (since 2012). Under his leadership, JWT implemented the 20/20 Project: the first affirmative action initiative in the Brazilian advertising industry, aimed at placing 20% black professionals in strategic roles at the agency by 2020. Since the beginning of the program, the number has since risen from 3% to 15%, and the 20/20 professionals have participated in projects that are integral to JWT, such as The Black Box Book, created for Zumbi dos Palmares University – the only black college in Brazil – which won a Gold Lion at Cannes this year.
His new roles as chief executive officer and chief creative officer at FCB Brasil mark Ricardo's return to FCB, where he previously served as the agency’s executive creative director eight years ago, from 2006 to 2011. At FCB, Ricardo was the mastermind behind the iconic SKY TV campaign featuring Gisele Bündchen, which still runs today.
“I'm not going to FCB. I'm returning home,” said Ricardo. “At FCB, I became a creative director and executive creative director for the first time. I’ve always had a special place in my heart for the agency and for Aurélio. I learned a lot from him and we had a very generous and productive partnership. We share many of the same values: We both believe in the power of creativity to build brands, and that happy, casual environments produce the best work.”
Boasting a 19-year career, Ricardo has become one of the most awarded creatives in Brazil, having won 40 Cannes Lions, 24 One Show Pencils, six D&AD Pencils and 12 Effies, among other domestic and international awards. He has been on the jury at Cannes three times – most recently as president of the Outdoor Jury in 2016 – and has also been a juror at the ANDY Awards, the One Show and D&AD. In both 2015 and 2017, Ricardo was nominated for the prestigious Caboré Award in the Creative category, and won the Facebook Awards Global Grand Prix in 2017.
Prior to FCB and JWT, Ricardo was creative director at Africa from 2005 to 2006, after beginning his career at Talent. He has previously worked with clients including Coca-Cola, Nestlé, Unilever, Amstel, Nike, Rolex and Netflix.
Aurélio Lopes, CEO of FCB Brasil since 2006, has led the succession process and will continue to work alongside Ricardo in his role as chairman.
“After 13 years, it’s time to give FCB new command, new inspiration and new leadership,” he said. “I have known Ricardo for many years and have great admiration for him. He is the right person for what we need in our next chapter. I am excited to work alongside such top-tier talent like Ricardo, and remain aboard FCB in a more strategic role – both for Brazil and Latin America.”