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Agency Life

Brazil in Bold

Brazil in Bold

Danielle Smith

Danielle Smith

May 29, 2019

Andrea Siqueira, Executive Creative Director at BETC/Havas in São Paulo shares her career journey and the lessons she's learned ahead of her upcoming panel at Cannes.

"Every big moment is a challenge for a reason."

Executive Creative Director of BETC/Havas in São Paulo, Andrea Siqueira, has developed innovative creative working with traditional networks and digital agencies, as well as winning awards at Cannes, D&AD, Clio, Clio Sports, FLAP, NY Festival, and almost every important Brazilian advertising award. She speaks about how she got started in advertising and her desire to inspire more women to get involved in the industry.

Siqueira will share her insights with the world at The Cannes Festival of Creativity this year as part of The New Creative Capitals panel on Tuesday June 18 from 3:15 PM to 3:45 PM. The conversation will center around the new wave of creativity coming out of emerging markets and local communities.

 

Tell us about what drives you.

Changing habits, creating pop culture.

How did you start your career? What was your first job in advertising? Who gave you your first opportunity? What attracted you to a career in advertising?

I’ve always wanted to create and tell stories. Since I was a kid, I used to write novels about my school friends. I started in advertising in my hometown, Salvador, Bahia, northeast of Brazil. In 1998, I moved to São Paulo to work at DM9DDB and I met an art director named Erh Ray. Now, he’s the founder of BETC São Paulo and we’re working together again.

What have been your biggest career challenges? Your biggest accomplishments, so far?

Every big moment is a challenge for a reason. Moving to São Paulo completely changed my personal and professional life. Winning Cannes Lions and other important awards gave me visibility and opened doors. Moving to Native Digital Agency in 2016 was also a big change in my life, and I learned a lot. And now, at BETC São Paulo, I lead 55 creative people and work together with the founder and one of the best art directors of all time, which is probably the biggest challenge of all.

Why Havas?

BETC is powered by Havas. It’s both sexy and bold—the best of both worlds.

"I want to inspire more creative women to join us."

What are you really good at?

I’m very optimistic.

What do you hope to get better at?

I need to learn French.

How do you inspire others?

Being true to yourself is the best inspiration.

What inspires you?

Everything.

When people outside of the industry ask about your role, how do you describe your position?

Making clients as uncomfortable as I am. I believe that’s the only way we can create things that are really relevant to the world.

Tell us the best advice you’ve ever gotten? The worst?

Don’t believe the good things or the bad things people can say about you or your work.

What do you wish that you could change about the industry?

I want to inspire more creative women to join us.

What do you hope stays the same?

The feeling of butterflies in my stomach just before presenting an idea to a client.

"Every big moment is a challenge for a reason."

Executive Creative Director of BETC/Havas in São Paulo, Andrea Siqueira, has developed innovative creative working with traditional networks and digital agencies, as well as winning awards at Cannes, D&AD, Clio, Clio Sports, FLAP, NY Festival, and almost every important Brazilian advertising award. She speaks about how she got started in advertising and her desire to inspire more women to get involved in the industry.

Siqueira will share her insights with the world at The Cannes Festival of Creativity this year as part of The New Creative Capitals panel on Tuesday June 18 from 3:15 PM to 3:45 PM. The conversation will center around the new wave of creativity coming out of emerging markets and local communities.

 

Tell us about what drives you.

Changing habits, creating pop culture.

How did you start your career? What was your first job in advertising? Who gave you your first opportunity? What attracted you to a career in advertising?

I’ve always wanted to create and tell stories. Since I was a kid, I used to write novels about my school friends. I started in advertising in my hometown, Salvador, Bahia, northeast of Brazil. In 1998, I moved to São Paulo to work at DM9DDB and I met an art director named Erh Ray. Now, he’s the founder of BETC São Paulo and we’re working together again.

What have been your biggest career challenges? Your biggest accomplishments, so far?

Every big moment is a challenge for a reason. Moving to São Paulo completely changed my personal and professional life. Winning Cannes Lions and other important awards gave me visibility and opened doors. Moving to Native Digital Agency in 2016 was also a big change in my life, and I learned a lot. And now, at BETC São Paulo, I lead 55 creative people and work together with the founder and one of the best art directors of all time, which is probably the biggest challenge of all.

Why Havas?

BETC is powered by Havas. It’s both sexy and bold—the best of both worlds.

"I want to inspire more creative women to join us."

What are you really good at?

I’m very optimistic.

What do you hope to get better at?

I need to learn French.

How do you inspire others?

Being true to yourself is the best inspiration.

What inspires you?

Everything.

When people outside of the industry ask about your role, how do you describe your position?

Making clients as uncomfortable as I am. I believe that’s the only way we can create things that are really relevant to the world.

Tell us the best advice you’ve ever gotten? The worst?

Don’t believe the good things or the bad things people can say about you or your work.

What do you wish that you could change about the industry?

I want to inspire more creative women to join us.

What do you hope stays the same?

The feeling of butterflies in my stomach just before presenting an idea to a client.

Danielle Smith is the Communications Manager of Havas Group. She’s believes every meal can be tacos if you have tortillas and the heart to try.

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