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One of Africa founders and one of the most respected and awarded art directors in Brazil, studied and trained as an architect, developed his creative flair as cartoonist, illustrator and then graphic designer, post graduating from the Royal College of Art in London and MBA at the Berlin School of Creative Leadership.

Under Sergio's creative leadership, Africa was elected twice Agency of the Year at Cabore Awards, the most prestigious in Brazilian advertising industry, in 2014 Advertising Age named it International Agency of the Year and it was appointed by Adweek as one of the ten most creative agencies. In 2015 Africa was the Agency of the Year at Lurzer’s Archive magazine, in 2017 the Agency of the Year at El Ojo de Iberoamerica and in 2018 the #1 Latin America agency at both, El Ojo and Cannes Lions.

Elected Best Creative Professional by APP (Brazilian Association of Advertising Professionals), in 2014 he was named one of The Internationalist’s Agency Innovators, the only Brazilian among agency executives considered champions of breakthrough strategy.

Sergio was named one of the most influential admen in the country by GQ magazine in 2015, was inducted to the National Marketing Hall of Fame by Abramark (Brazilian Academy of Marketing) and ranked #1 in Lurzer’s Archive magazine’s international creative directors ranking from that year. In 2016 he was considered one of “The 30 Most Creative People in Advertising” by Business Insider and has won so far a Grand Prix and more than 40 Cannes Lions in the few years the agency has been participating at the festival, more than 10 Pencils at D&AD and 3 Grand Clio at Clio Sports.

In 2017 Sergio was elected for the second time the Best Creative Professional of the Year by Cabore Awards, thus becoming - together with Marcello Serpa and Washington Olivetto - one the few Brazilians who received a Cabore award in this category more than once. In 2018 he was named Best Creative in Latin America at El Ojo for the second year in a row.