ONLINE CIRCLE DIGITAL
NYF’s powerhouse Grand Jury represents the most diverse brain trust of prominent advertising creatives from 50 countries around the globe. This esteemed peer-nominated panel provides a 360-degree creative view of the advertising world today.
The 2018 Grand Jury is comprised of Chief Creative Officers, Executive Creative Directors, Creative Directors, Art Directors, Copywriters, Executive Producers and Marketing/PR pro’s all playing a pivotal role in selecting the World’s Best Advertising® winners.
2018 Grand Jury member, Lucio Ribeiro, is Managing Director of Online Circle Digital. He brings over 20 years of marketing experience to the jury panel and, he's worked for such prominent agencies as McCann-Erikson, Lowe Lintas, MRM (McCann Relationship Marketing) and Ogilvy.
In 2007 Lucio founded Online Circle Digital, one of the first Australian agencies focused on digital. Throughout his career, he has worked across a broad range of clients including brands such as Mercedes-Benz, Unilever, Cadbury, Renault, Kraft Foods and Target. Throughout his career he’s racked up numerous awards and served on judging panels for multiple award shows.
New York Festivals: What are your personal criteria for choosing award-winning work?
Lucio Ribeiro: I look for work that has a reason and emotion behind it. It’s easy to create content that generates noise, but what really creates award-winning content are the campaigns that go above and beyond the call of duty and impact culture. It’s thinking about the bigger picture and thinking ‘what can we do get things worth people talking about it.
New York Festivals: Why judge…and how do you find the time?
Lucio Ribeiro: Having the chance to judge both humbles and excites me. What an incredible opportunity to see the best advertising in the world and look at how different creatives take a brief and turn it into something great. That’s why I judge. In terms of finding time, I have a great team behind me to ‘hold the fort’ while I’m away.
New York Festivals: What are your thoughts about clients/brands are creating in-house departments to create their advertising, how will/does this affect the industry regarding creativity in communications?
Lucio Ribeiro: I understand why companies do it, but I think it’s short-sighted for brands to rely on in-house departments alone. There’s always going to be a sense of bias in-house about how good the content is. Outsourcing to creative experts is investing in the expertise and refined skills of a team of talent that are solely focused on great advertising, not just the interests of always remaining on-brand or doing what’s always been done. Great advertising doesn’t come from sticking to the guidelines, it comes from testing the limits and taking calculated risks to create great content which results in great return.
New York Festivals: In 3 words or less, what do you think about 6 second commercials?
Lucio Ribeiro Not a big believer
New York Festivals: Who gave you your big break in advertising?
Lucio Ribeiro: My now retired partner in Online Circle Digital, Jeff Richardson. Many years ago I was just a man with a dream about digital that nobody would listen to or hire. I met Jeff and told him my ideas and he took a chance on me. We were very much Yin and Yang – I was the dreamer with the big ideas with no concept of logistical planning and he was the one who would work out how to make it happen without bankrupting us! I have a lot to thank Jeff for and am proud to have built the business that we have today with him.