
Discussões sobre comunicação e varejo nortearão a W/Experience, uma imersão realizada pela Gramado Summit no dia 1º de setembro. O evento contará com a participação de importantes nomes deste mercado, como o de Eco Moliterno, chief creative officer (CCO, diretor de criação) da Accenture Interactive para a América Latina. A empresa, de acordo com o ranking Agency Report do Advertising Age, é considerada a maior rede de agências digitais do mundo.
Ele também foi considerado um dos 20 publicitários mais influentes do Brasil, um dos 15 brasileiros mais influentes na internet, além de integrar o ranking dos 50 nomes da criatividade expandida no Brasil .
A W/Experience ocorre de forma presencial no dia 1º de setembro, das 9h às 18h30min, na Villa Bertti, em Gramado, com público limitado a 150 pessoas. As inscrições podem ser feitas no site da Gramado Summit.
A empresa de eventos de inovação lançou esse formato de imersão em um dia, no ano ado, para receber Jordan Belfort, o Lobo de Wall Street. Nesta edição em setembro, o publicitário Washington Olivetto será atração junto com Ana Antunes, head de marketing da Arezzo, Fabio Faccio, diretor-presidente das Lojas Renner, e Eco Moliterno, que apresentamos a seguir:
Como foi a decisão de direcionar sua carreira para trabalhar as marcas no digital? Em mais de 15 anos atuando em agências de publicidade, quais foram as principais tarefas que desenvolveu?
Sempre fui aficionado por criatividade e plataformas interativas. Desde criança, eu colecionava e gostava tantos de jogos de tabuleiro – era o que havia de mais interativo na era analógica pré-internet – que acabei virando criador de jogos da Grow antes de entrar para a publicidade. Mas a minha “virada de chave” para o digital aconteceu em 1995, ano em que a internet ou a ser um sistema aberto a todos. Nesse mesmo ano, eu estava terminando o colegial na Dinamarca e tive o primeiro contato com a internet lá na minha escola. E foi paixão ao primeiro clique. Aí, quando voltei para o Brasil, entrei na ECA-USP (Escola de Comunicação e Artes) já pensando em trabalhar com algo em que eu pudesse juntar a criatividade com a internet. Isso em uma época em que ninguém ainda botava muita fé no online… E comecei minha carreira profissional trabalhando em portais e depois como diretor de arte na AgênciaClick, a primeira agência digital do país. E, desde então, coordenei departamentos criativos digitais de grandes agências, como Wunderman, Y&R, Africa e agora como chief creative officer da Accenture Interactive, e pude contribuir para posicionar grandes marcas nacionais. É o caso de Itaú, Vivo, Natura, Brahma, PagSeguro e multinacionais P&G, Budweiser, Google, Facebook e Heinz no ambiente digital. E ainda tive a sorte de liderar alguns projetos que ficaram muito conhecidos no Brasil – como, por exemplo, as séries de comerciais com o Joel Santana para Head&Shoulders e com as duas senhorinhas “Vovloggers” para o Itaú. Elas acabaram extrapolando o ambiente online e foram parar em outros meios como a TV e a mídia impressa.
Como você enxerga as marcas gaúchas, especialmente as da região da Serra"> 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