Washington Olivetto

Washington Olivetto

Chairman, WMcCann Brazil + Chief Creative Officer, McCann Worldgroup, Latin America & Caribbean

Washington Olivetto is Chairman of WMcCann Brazil and Chief Creative Officer of McCann Worldgroup for Latin America and Caribbean.

Washington Olivetto is a global advertising icon and an immensely popular and influential fixture in Brazilian culture. One of the most awarded advertising creatives of all time, Washington has won more than 50 Cannes Lions in just the Film category. He was also the only Latin American to win a Grand Clio in 2001, with a TV spot for Época Magazine. He was the most awarded creative of the past 30 years Profissionais do Ano (“The Professionals of The Year”), a prestigious annual TV advertising contest organized by TV Globo, Latin America’s largest television network.

Washington was also appointed one of the 25 key advertising figures in the world by the British Magazine Media International and was elected twice the Advertising Man of the Century by ALAP (Latin American Advertising Agencies Association) and by the Brazilian advertising news website Monitor Mercantil. In 2009, he entered the Hall of Fame of FIAP (Ibero-American Advertising Festival). He is a Member of the Council of the Berlin School of Creative Leadership, working alongiside distinguished leaders from media, entertainment and marketing and working with the Kellogg School of Management.

The public recognition of his work has inspired two songs by Jorge Ben Jor, a famous singer in Brazil: “Alô, Alô, W/Brasil” and “Engenho de Dentro”. Washington's name also graces the names of dishes at sophisticated restaurants. In 2011, the Brazilian post office made a stamp with Washington’s name printed on the side, and the image of the Cristo Redentor statue merged with the Coliseum. The stamp was created by him, an Italian descendant, to celebrate the “Italia-Brazil Moment” that praised the social, cultural and economic relationship between both countries.

Also in 2011, as a renowned Italian citizen, Washington was awarded with the Commander of the Italian Republic title and, despite being born in São Paulo, he also was honored by the title of Honorary Citizen of Rio de Janeiro. Washington created the only two Brazilian commercials mentioned in book, "The 100 Best TV Commercials ... And Why They Worked", written by Bernice Kanner.

Washington has been voted the most reliable adman in Brazil in all editions of the Marcas de Confiança (“Reliable Brands”) award, of Seleções Reader’s Digest magazine. He has written 6 books that remained on Brazilian best-seller lists for weeks.

Despite all of his advertising activities, Washington is considered one of the biggest fans and soccer experts in the country. Washington was Corinthian’s Marketing Vice President, the most popular team in the country. Washington was also the creator of "Democracia Corintiana," the greatest ideological movement in the history of Brazilian soccer and recognized wworldwide. In 2013 Corinthian´s samba school Gaviões da Fiel paid him a tribute in its Carnival Parade, which theme was the history of Brazilian Advertising.