Interview with:Gustavo Lotufo [gustavolotufo]
ADVERTISING
 | What is your specialty: creativity, contact, or research? Research and strategic thinking. |
| Please list some brand names or clients that you have worked for. Honda, DHL, Mercedes, Fiat, InBev, Terra Networks. |
| Have you got a blog or web page? No. |
| What do your clients value more, strategy, creativity, design, or return of investment? Strategy. |
| The word 'creativity' is much-used in advertising, yet most commercials are annoying, why is that? It's not all about commercials. |
| Can a bad advertising campaign sell well? Of course. Even if there's no advertising at all. |
| Which advertising agencies and directors seem the best to you at this moment? There are so many. I couldn't say. |
| How do you respond to the classic quote, "I love the idea, but right now's not the time"? So, it's not a good idea. If it were, it'd be the time. |
| What brings you the most satisfaction: when your advert pleases your boss, your client, your friends, or your mother? My client. Absolutely. |
| How do you see the transition between traditional advertising and online advertising? On-going process. Much to do. Much to learn. |
| Are people in advertising paid too much? Not in Brazil. |
| Is advertising merely spam? I'd love to know whoever creates spam. |
| Have you ever felt cheated by adverts? No. If I'm being moved by it, I wasn't cheated on it.. |
| What is your favourite thing about working in advertising and what is your least favourite? Favourite: wide thinking. Least favourite: other advertisers. (just kidding) |
| Do advertising festivals help to improve the industry, or are they only ways for the elite to pay homage to themselves? Never understood them. But it's ok. |
| When you select an intern to work, what quality do you deem the most valuable? Hability and humblety in learning. |
| Brand names as generators of content hardly ever have success: is the online world different in this sense? Haven't you ever watched a soap opera? |
| Does the public buy the product or the product image? Depends heavily on the market segment. But mostly, it's the same thing. |
| Has your experience in qualitative research served in helping you discover new pathways or, more often than not, to kill good ideas? All the time. That's where I spend most of my time. |
| IMPACT! Is this the main scale for judging the work of an advertising professional? No. |
| What are the main mistakes clients make in judging creativity? Depends on the client. Hard to say. But mostly, everyone wants to be creative. |
| Is it possible for someone in advertising to communicate well with people of other generations or cultures not their own? Yes of course! |
| In advertising, what is most effective, frequency or surprise? Definitely, surprise. |
| Is a political candidate the same as a product? It shouldn't be. But in terms of marketing and advertising, most of the times it is. |
| How do you explain the way in which some brands have been able to expand so widely and rapidly without advertising? Are the laws of marketing changing? The laws of marketing have changed absolutely. People have more influence than ever. |
| What advice would give to someone who wants to join the ranks of advertising? To read a lot, to surf the web and to watch television. Then, going to ad school. And starting at an agency as soon as possible. |
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Gustavo Lotufo
SP - Brazil
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