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Agency Life

Conquering the Moon

Conquering the Moon

Natasha Smith

Natasha Smith

September 19, 2018

A new top creative at BETC/Havas in São Paulo sets some high expectations for the agency.

"I’ve been curious since childhood—and I’m still curious today."

In July, BETC/Havas in Brazil welcomed a new creative head: Andrea Siqueira, now Executive Creative Director at the São Paulo agency. Andrea brings with her a wealth of agency experience and a respectable collection of industry accolades, including nine Cannes Lions, several D&AD awards, Clios, honors from NY Festivals, FIAP, and more. She shares her professional journey and creative vision for the agency.

 

So, tell us your story.

I guess that my story is simple enough. Since I was a child, I always liked to create content and write stories. I’ve been curious since childhood—and I’m still curious today.

Why BETC/Havas, and why now?

I’ve worked with our chief executive Erh Ray at DM9DDB here in Brazil when I moved to São Paulo 20 years ago. I was a junior copywriter, and he was already one of the best senior art directors in the country. Since then, we’ve kept in touch, and I’ve always paid attention to his moves.

When Havas opened BETC São Paulo in 2014 I told to myself:  “Wow, he brought the best, most charming agency brand to Brazil. I want to work at BETC São Paulo.” At that time I was moving to the Dentsu Aegis Network at Isobar, where I had a full experience leading the creatives at a native digital agency. Now, four years later, Erh has invited me to join BETC— and, of course, the answer is yes! I’m really happy to be here.

So, define creativity for us.

It’s the most interesting tool that we have. The surviving tool we have.

What, to you, defines excellent work?

The kind of work that gives us goosebumps and raises the hair on your arm. The work that engages the audience and is inspired by pop culture—and provides inspiration.

"I’m also proud that along the journey, I’ve made long-term friends and created great teams at the agencies that I’ve worked for."

 

How do you inspire creativity and impactful work?

Being curious and staying open-minded about everything that’s around us.

This year, you were a member of the Creative eCommerce jury at Cannes Lions. You’ve been on the jury at several notable festivals: El Ojo de Iberomérica, the D&AD Festival, and the Clios to name a few others. How much pressure is there to make the right decision?

Some juries are wonderful opportunities to have great discussions with the best ad people from across the world. Of course, I feel the pressure, but it’s a pleasure to be there. And the pleasure of contributing is often bigger than the pressure.

What’s something you wish that everyone knew about you?

I really, really, don’t like dishonesty. I love to read stories to my two kids, and I’m from Salvador, the capital of the Brazilian state of Bahia. It’s also the birthplace of carnival in Brazil, and that’s why I love carnival.

What are you most proud of in your career so far?

I’m proud of my journey. I’m not originally from São Paulo, but I’ve managed to create my space and work with the best agencies and best professionals during my career. I’m so thankful for that. I’m also proud that along the journey, I’ve made long-term friends and created great teams at the agencies that I’ve worked for.

So, what do you hope to learn while at BETC/Havas?

Let’s conquer the moon. Let’s create the best work we can create as a team.

"I’ve been curious since childhood—and I’m still curious today."

In July, BETC/Havas in Brazil welcomed a new creative head: Andrea Siqueira, now Executive Creative Director at the São Paulo agency. Andrea brings with her a wealth of agency experience and a respectable collection of industry accolades, including nine Cannes Lions, several D&AD awards, Clios, honors from NY Festivals, FIAP, and more. She shares her professional journey and creative vision for the agency.

 

So, tell us your story.

I guess that my story is simple enough. Since I was a child, I always liked to create content and write stories. I’ve been curious since childhood—and I’m still curious today.

Why BETC/Havas, and why now?

I’ve worked with our chief executive Erh Ray at DM9DDB here in Brazil when I moved to São Paulo 20 years ago. I was a junior copywriter, and he was already one of the best senior art directors in the country. Since then, we’ve kept in touch, and I’ve always paid attention to his moves.

When Havas opened BETC São Paulo in 2014 I told to myself:  “Wow, he brought the best, most charming agency brand to Brazil. I want to work at BETC São Paulo.” At that time I was moving to the Dentsu Aegis Network at Isobar, where I had a full experience leading the creatives at a native digital agency. Now, four years later, Erh has invited me to join BETC— and, of course, the answer is yes! I’m really happy to be here.

So, define creativity for us.

It’s the most interesting tool that we have. The surviving tool we have.

What, to you, defines excellent work?

The kind of work that gives us goosebumps and raises the hair on your arm. The work that engages the audience and is inspired by pop culture—and provides inspiration.

"I’m also proud that along the journey, I’ve made long-term friends and created great teams at the agencies that I’ve worked for."

 

How do you inspire creativity and impactful work?

Being curious and staying open-minded about everything that’s around us.

This year, you were a member of the Creative eCommerce jury at Cannes Lions. You’ve been on the jury at several notable festivals: El Ojo de Iberomérica, the D&AD Festival, and the Clios to name a few others. How much pressure is there to make the right decision?

Some juries are wonderful opportunities to have great discussions with the best ad people from across the world. Of course, I feel the pressure, but it’s a pleasure to be there. And the pleasure of contributing is often bigger than the pressure.

What’s something you wish that everyone knew about you?

I really, really, don’t like dishonesty. I love to read stories to my two kids, and I’m from Salvador, the capital of the Brazilian state of Bahia. It’s also the birthplace of carnival in Brazil, and that’s why I love carnival.

What are you most proud of in your career so far?

I’m proud of my journey. I’m not originally from São Paulo, but I’ve managed to create my space and work with the best agencies and best professionals during my career. I’m so thankful for that. I’m also proud that along the journey, I’ve made long-term friends and created great teams at the agencies that I’ve worked for.

So, what do you hope to learn while at BETC/Havas?

Let’s conquer the moon. Let’s create the best work we can create as a team.

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

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