Great advertising has to be simple, yet unpredictable, Brazil’s top adman Marcello Serpa preaches.

‘Try to reduce everything to a single phrase, thought, idea, visual or benefit,’ he says. But avoid to be predictable: “If you are simple and predictable, you are dead.”

Marcello Serpa studied visual and graphic arts in Germany where he subsequently worked for different ad agencies. In 1991 he returned to his native Brazil, where in 1993 he took the lead of AlmapBBDO together with strategic planner José Luiz Madeira. After two decades at the helm of the agency, the pair left Almap in the summer of 2015.

For both Brazilian and international clients Serpa made numerous award winning campaigns. Serpa is Brazil’s most honoured art director, with 149 Cannes Festival Lions in his trophy cabinet, including Latin America’s first Grand Prix.

When Serpa and Madeira left Almap, BBDO Worldwide president and CEO Andrew Robertson said: ‘It is simply impossible to overstate the impact and contribution that Marcello and Jose Luiz have had on the advertising business in Brazil, across the world, and for BBDO Worldwide.’