Eduardo Vieira | The Innovator 25 Americas 2017

2017 Innovator 25 Americas - Eduardo VieiraThe Innovator 25:

Eduardo Vieira


Grupo Ideal/Ogilvy 
São Paulo, Brazil

“You can produce more being creative." 

Eduardo Vieira was an early pioneer of digital communications in Brazil — creating an agency that, early on, took a media agnostic approach. His was among the firm PR firm in Brazil (which was acquired by WPP in 2015) to add media buying services across social media, in addition to adding business intel services. Beyond conventional communications, Vieira authored a Brazilian business bestseller awarded the Jabuti Award of Brazilian literature. Earlier this year, Ogilvy handed the reins for its PR leadership in LatAm to Vieira.

How do you define innovation?
Constantly introduce something new in the way you work

What is the most innovative comms/marketing initiative you've seen in the last 12 months?
Fearless Girl and Meet Graham

In your opinion, what brands and/or agencies are most innovative around PR and marketing?
Nike and Red Bull

Describe a moment in your career that you would consider 'innovative.'
When we introduce Digital PR in Latin America, back in 2007, working with digital influencers and social media for Google

Who do you admire for his/her approach to innovation? 
Steve Jobs

How do you get out of a creativity or productivity rut? 
You can produce more being creative, that's all.

What advice would you give to the PR industry around embracing innovation?
The true PR role is to influence people to do something (or not) about a brand, a product, a service, a cause. Our main asset to do that is content. If we can use technology and creativity to deliver both elements properly, we can make an invaluable contribution for everyone

In your opinion, what's the most innovative place in the world?
U.S. West Coast 

What's your favorite hobby that's not work-related? 
I'm a wine enthusiast and collector