Uncensored CMO No GUT no glory; from startup to Cannes Lions agency of the year in 5 years - Anselmo Ramos
Dec 6, 2023
Anselmo Ramos, Co-founder and Creative Chairman of GUT, a global independent creative agency, discusses his journey, starting independent agencies, winning business, what makes a great CMO, and stand out Grand Prix winners.
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How Childhood Made An Ad Nerd
- Anselmo grew up in a creative household and a Waldorf school that emphasised arts, which shaped his ad-nerd identity.
- He always sought validation by showing ideas to others, which led naturally to advertising.
Ogilvy Turnaround And A Risk That Paid
- At Ogilvy Brazil Anselmo led a turnaround from 47th to number one in creativity and won Cannes Agency of the Year in 2013.
- He cites Real Beauty Sketches as a career-defining risky project that changed everything.
Treat Brave Work As Experimentation
- Embrace uncertainty and treat bold campaigns as experiments with possible failure conditions up front.
- Be ready to trash ideas that don't work and scale those that do.