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Agency Life

Bringing the Latin Spirit

Bringing the Latin Spirit

Natasha Smith

Natasha Smith

May 29, 2018

Meet the Portuguese adman who eats, sleeps, and breathes the creative business.

"I hope to be able to bring them that willingness to do great, and meaningful, things."

Alex Rodrigues, the new Creative Director of Fullsix Paris, shares what it takes to get into the ad business and the impact that he hopes to make on his teammates—oh, and he attempts to tell us what the meaning of life is.

 

So, tell us: How’d you get your start in advertising?

You know that thing you wanted to do your whole life, and you don’t even remember when it started? Well, that’s my relationship with advertising.

Why Fullsix?

It’s an enormous challenge and honor. After 10 years at Fullsix Portugal, I’ve been asked to bring to Fullsix Paris that same spirit, excitement, and success.

What type of impact do you hope to make on your teammates at Fullsix?

I hope to be able to bring them that willingness to do great, and meaningful, things. And of course, a little of the Latin spirit.

If you hadn’t become an adman, what would you be doing now?

I would be a guy stuck in a job he doesn’t like, dreaming of being an adman.

I’ve heard successful people say that everyone has a first and second career—a time when we’re young and in a constant state of discovering and a time when we’ve learned enough to be able to know what we really want. Are you in your first or second career?

You know, it’s funny. I think I got my second career before, and it’s now that I’m on the first one: in a state of discovery. Are you telling me I’m not successful?

"The idea is, and should always be, the most important thing in all of advertising."

How does a city like Paris inspire you and your team?

Paris is like: You take all the good things you know, such as art, history, street culture, lifestyle, nightlife, fashion, and you mix it—and it explodes everywhere: museums, ads, people, the streets. There’s no other city in the world where you breathe this kind of productive creativity.  Come visit me in Paris—I love meeting new people.

What’s creativity?

Wow. It’s the same as asking me, “What’s the meaning of life?” By the way, it’s 42.

What’s the best thing about being a creative director?

When I say, “I have an idea,” people actually listen. That and being surrounded by extremely creative people.

The biggest challenge?

Simple ideas. (Drop the mic.)

What’s something that you wish advertisers would never do again?

Oh, I so have the right answer: banners.

Something about advertising that you hope never changes?

Having the idea in the center of it all. Whatever the trends are, whether it’s consumer centric, customer experience, smart data, and so on. The idea is, and should always be, the most important thing in all of advertising.

Your biggest lesson in life, so far?

Forcing others to do things your way will never work. Inspiring and guiding them will always get you better results.

Your best advice for young people hoping to get into the ad business?

To work in advertising, you can’t do it as a job. You need to have it inside of you—think advertising, eat advertising, breathe advertising. It’s a needy mistress, and it’s worth every drop of your sweat.

"I hope to be able to bring them that willingness to do great, and meaningful, things."

Alex Rodrigues, the new Creative Director of Fullsix Paris, shares what it takes to get into the ad business and the impact that he hopes to make on his teammates—oh, and he attempts to tell us what the meaning of life is.

 

So, tell us: How’d you get your start in advertising?

You know that thing you wanted to do your whole life, and you don’t even remember when it started? Well, that’s my relationship with advertising.

Why Fullsix?

It’s an enormous challenge and honor. After 10 years at Fullsix Portugal, I’ve been asked to bring to Fullsix Paris that same spirit, excitement, and success.

What type of impact do you hope to make on your teammates at Fullsix?

I hope to be able to bring them that willingness to do great, and meaningful, things. And of course, a little of the Latin spirit.

If you hadn’t become an adman, what would you be doing now?

I would be a guy stuck in a job he doesn’t like, dreaming of being an adman.

I’ve heard successful people say that everyone has a first and second career—a time when we’re young and in a constant state of discovering and a time when we’ve learned enough to be able to know what we really want. Are you in your first or second career?

You know, it’s funny. I think I got my second career before, and it’s now that I’m on the first one: in a state of discovery. Are you telling me I’m not successful?

"The idea is, and should always be, the most important thing in all of advertising."

How does a city like Paris inspire you and your team?

Paris is like: You take all the good things you know, such as art, history, street culture, lifestyle, nightlife, fashion, and you mix it—and it explodes everywhere: museums, ads, people, the streets. There’s no other city in the world where you breathe this kind of productive creativity.  Come visit me in Paris—I love meeting new people.

What’s creativity?

Wow. It’s the same as asking me, “What’s the meaning of life?” By the way, it’s 42.

What’s the best thing about being a creative director?

When I say, “I have an idea,” people actually listen. That and being surrounded by extremely creative people.

The biggest challenge?

Simple ideas. (Drop the mic.)

What’s something that you wish advertisers would never do again?

Oh, I so have the right answer: banners.

Something about advertising that you hope never changes?

Having the idea in the center of it all. Whatever the trends are, whether it’s consumer centric, customer experience, smart data, and so on. The idea is, and should always be, the most important thing in all of advertising.

Your biggest lesson in life, so far?

Forcing others to do things your way will never work. Inspiring and guiding them will always get you better results.

Your best advice for young people hoping to get into the ad business?

To work in advertising, you can’t do it as a job. You need to have it inside of you—think advertising, eat advertising, breathe advertising. It’s a needy mistress, and it’s worth every drop of your sweat.

Natasha Smith is the strategic communications manager for Havas Group. She happily represents 404 in the 212.

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