Intercontinental experience
Laurentino started as an art director, snapping up many awards during the first decade of his working life, becoming one of Brazil's most awarded art directors. Having had a passion for writing since he was young, he went on to win further awards as a copywriter, including Cannes Lions (which total 13 to date), Gold medals at the Brazilian Creative Annual and a national Grand Prix for his print work.
He spent seven years at Brazil's Lew'Lara - which during this period merged with TBWA - where he progressively grew from copywriter to executive creative director and played a significant role in winning the Visa Global pitch for the TBWA network. In 2011, he moved to the UK to head up TBWA\London as the agency's new ECD.
He has written a sitcom for Brazil's largest television network in his spare time and is also the author of the novel The Passion of Amâncio Amaro, voted one of the best books of 2005. He is a regular columnist for a daily newspaper in São Paulo and his short stories have been published in various newspapers and magazines.
As a director for the Brazilian Creative Club and jury member for the Brazilian Creative Annual, he feels it is an honour to chair the Loeries this year. "It will be fantastic to be in South Africa with 100% chance of seeing great things happen."
The Loerie Awards Travelling Exhibition, sponsored by Adobe, is currently visiting the National Museum of Botswana in Gaborone until Friday 13 May. This first international leg of its annual tour reflects the best of brand communication from our region, displaying winners from various disciplines, such as publication design, corporate identities and architecture through to direct marketing, television, radio and digital media.
"The Gaborone leg will offer marketers, agencies and consumers an opportunity to view all the award winning work," says Galefele Molema, art director at Signal Hill Creative Consultancy. "I hope it encourages Botswana's agencies to enter the Loeries and inspires up-and-coming creative talent to produce their own award-winning work. It will not only be an exhibition, but also an evening to celebrate creativity and include talks and presentations on different weeknights."
After its stop in Botswana, the expo will visit the AAA School of Advertising before its showcase at the Markex Expo in Sandton.
For more information go to www.theloerieawards.co.za.
