One Take with Adilson Xavier

👉 The Scoop – Adilson –a “Carioca” through and through—was the creative director of Giovanni, FCB. Under his leadership the agency not only won a significant number of creative awards and rose to #8 in Brazil, more importantly, as the creative leader, he fostered creativity in every department. Today, he is a scriptwriter and an author.

👉 Decisive Moment – Following his father’s advice to study something that would give him money, Adilson, a musician and singer, became a lawyer. A chance encounter with Paulo Giovanni convinced him that he had the right tools to succeed in advertising, so he quit law and joined the ad industry.

👉 Unexpected change or event – In Brazil advertising was part of the culture itself. People spoke about advertising. Clients looked to agencies as partners and advisors. Somehow, somewhere that was broken, agencies splintered and became mere vendors.

👉 What did he do? – After 30 years in the industry, he fell “out of love” with it. It embarrassed him. So, he left.

👉 About older workers – Age is an old concept. Our generation invented “youth” … we are redefining “old”. Vision is a lot easier for an “old” guy than for a young guy. For one, we’ve seen more.