I unabashedly love this industry. I think that brands have great power to shape society and ideas – when executed brilliantly – have a tremendous capacity to impact modern culture. However, communication forms are in constant evolution, becoming more granulated, creating an even more complexed journey to be managed. This, not only presents a huge challenge but at the same time, creates a tremendous on-going opportunity for any operation model to evolve. Guarantying operational intelligence within the business (through predictable and real time data), is to promote an environment where “focus” is different than “force”. Is to move from a traditional operational model to a model which is genuinely more assertive and sustainable not only for the agency, but for our clients and our people. I have been professionally involved in client management, strategic communication planning and branding for more 25 years, having worked for major advertising agencies in Brazil, Argentina, New York and Singapore, including Wieden+Kennedy, Publicis, Ogilvy and J. Walter Thompson. Most of my career was dedicated to lead major global brands across 7 Regions, including South Africa, EMEA, USA, Latin America, India, South Asia, North Asia (80+ markets) and regional brands in Latin America (+15 markets) across a multi-layered Client and Agency structure.I am currently responsible to lead an inter-functional team of more than 200 people with different profiles, roles, and responsibilities across all communication platforms.