2014 Lifetime Achievement Award Recipient: Washington Olivetto

Chairman of WMcCann, and Chief Creative Officer of McCann Worldgroup for Latin America and Caribbean, Washington Olivetto is not only a worldwide advertising icon, but a popular and influential Brazilian figure.

One of the most awarded advertising men of all times, Olivetto has won more than 50 Lions in the Cannes Advertising Festival, only in 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.

He was also appointed one of the 25 key-advertising men 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. He was invited to take part of the council along with many others admen, media, entertainment and marketing people icons, such as John Hegarty and Rick Boyko. The Academy is an initiative of the Global Leaders Communication in order to bring the greatest thinkers and educators to these areas, in partnership with Kellogg School of Management, to lead the largest creative communication group in the future.

The public recognition of his work has inspired two songs of Jorge Ben Jor, a famous and very recognized singer in Brazil, “Alô, Alô, W/Brasil” and “Engenho de Dentro”.  His name also turned into dishes name 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, he 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.

He was quoted as one of the more relevant adman in the Modern Era, along with Lee Clow, Jay Chiat, Charles Saatchi and Helmut Krone, in a study of The University of Texas at Austin.

Adland has dedicated a whole chapter to him. The book, written by Mark Tungate, was first released in Europe and United States, and presents exclusive interviews with the greatest names in advertising, such as Sir Martin Sorrel, Jean-Marie Dru and others.

He created the only two Brazilian commercials mentioned in "The 100 Best TV Commercials ... And Why They Worked" book, written by Bernice Kramer.

He 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.

And now in 2013, he had the privilege of having a rhetorical analysis of all his work done by João Renha, in the book "The Advertising After Washington Olivetto" (A Propaganda depois de Washington Olivetto) edited by Leya.

PS1: Despite all advertising activities, Washington Olivetto, 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 famously known worldwide.

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.

PS2: Washington is the advertising man with more quotes on Google.com, in America Latina and maybe one of the most commented adman on world. Today, January 13, 2012, if you get the name Washington Olivetto on it you will find 345,000 citations on his behalf.

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