Suzana Apelbaum

Partner & CCO, REDE

Claim To Fame: Suzana played a leading role in positioning Brazil as a world leader in digital creativity.

Suzana is one of the most recognized creatives of the interactive market. She’s won awards from the Cannes Lions, One Show, NY Festivals, Clio and London International Awards. She was also a juror for Cannes Lions, One Show Interactive, the Webby Awards and Fiap Latin America. Over the last two years she was partner and CCO of Hello Interactive. She has also worked at AgenciaClick, JWT, and Africa, leading the creative teams and developing campaigns and websites for clients such as Coca-Cola, Fiat, MSN, Warner Bros., Nivea and Google. In 2005, Suzana became Creative Director of Africa agency, with the challenge of bringing the digital culture to the agency and leading the creative work. Two years later, Africa was awarded the second best interactive agency in the world at the Cannes Festival. Today, Suzana is partner and CCO of REDE, the first multidisciplinary and collaborative agency of ABC Group, the 20th ranked communication group in Advertising Age’s ranking.

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Are big ideas relevant anymore?
Big ideas are and will always be relevant.
Big ideas are the starting point for great results.
Big ideas have transformative power.
Big ideas make us think. And rethink.
Big ideas change the game.
Big ideas become inspiration.
Oh, yes: big ideas need killer executions. Even better: they deserve them.
Big ideas make my day.
Do they make yours?

What role does technology play in the future? Does the future belong to specialists or generalists?
Today technology is part of our lives just like our toothbrushes. It’s a natural part of our routines. In the future it won’t be so different. There’ll just be more people brushing their teeth more often.

About specialists and generalists:
We live in the collaboration era, in the collective intelligence era which helps constructing more and better things. It’s clear that in this process each one brings his individual contribution, which makes a huge difference in the whole project. But I do believe that it is the talent to put together different profiles along with the proper orchestration that will bring on the best results.

Is the recession feeding creativity?
I believe that every limiting situation stimulates creativity. However, in Brazil, because the limited budget is a constant factor, the recession didn’t affect us so much. We keep dealing with limits as good opportunities for invention.

Do award shows matter any more, and who is qualified to judge work?
Awards will always matter.
It’s important to recognize the good work.
It’s important to value realization.
It’s nice to celebrate the talents.
It’s great to be exposed to inspiring cases.
It’s constructive to show references of quality to students, production companies and clients.
It is not nice to see awards as definitive truths. Awards are references.

Thank God, today people are less bedazzled and more conscious about their real meaning.

Ok, ok... I won’t deny I was overwhelmed with the Andy Awards nomination for the jury : )

Who is qualified to judge work?
Professionals with a consistent creative experience and who have produced work that, in some way, made a difference in their industries.

What keeps you up at night?
Coffee.

Suzana Apelbaum

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