Washington Olivetto - Jury President

McCann Europe / Creative Consultant

Creative Consultant for McCann Europe, 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, in the Film category only. He was also the only Latin American to win a Grand Clio in 2001, with a TV spot for Época Magazine.

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).

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

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

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 7 books that remained on Brazilian best-seller lists for weeks.

In 2014 Olivetto was awarded by Clio Awards the Lifetime Achievement Award, according to Nicole Purcell, Clio´s executive vice-president because “for decades, Washington’s work has been bringing Brazilian creativity to the world and the most sophisticated thinking in global advertising to the Brazilian market. Defying contradiction, he is at once a classic adman and a radical pioneer.”

In 2016, Washington became a Linkedin Influencer, being a part of a select number of Thinkers from around the World. He was invited to carry the Olympic Torch, during the Olympic Games in Rio de Janeiro. And in September, he was honoured to receive the Lisbon International Advertising Award, Premio Carreira, celebrated in Lisbon, Portugal, for his overall contribution in advertising.

Washington moved to London at the end of 2017. In April 2018, he released a new book called “Direto de Washington” which was on the list of the top sellers books in Brazil for months.