Global Economic Times

The Maverick of Advertising: Crafting Brands with a Journalist's Spirit - A Deep Dive into Ana Becker, Creative Director at FCB Brazil: KO YONG-CHUL Reporter / Updated : 2025-05-05 10:24:01

The Drum, a prominent UK advertising trade publication, recently featured an in-depth interview with Ana Becker, the multifaceted Creative Director of FCB Brazil, shedding light on a remarkable figure in the advertising industry. Surprisingly, her entry into the advertising world was serendipitous. Having once aspired to be a war correspondent, Becker began her career as a journalist. However, the advent of social media and the subsequent paradigm shift in advertising allowed her journalistic acumen to flourish within the agency setting.

Throughout her successful trajectory, Becker honed her skills at esteemed Brazilian advertising agencies such as Pereira & O’Dell and W3haus before joining FCB Brazil as a Concept Director in 2021. She ascended to the role of Creative Director last year. Her campaigns for renowned brands like HBO, TikTok, and Kimberly-Clark have garnered numerous prestigious international advertising awards, including D&AD Pencils, Clios, and Cannes Lions. Notably, she spearheaded the creation of a commemorative brand for the iconic “Queen of Brazil.” Furthermore, her participation as a jury member and speaker at last year’s Cannes Lions solidified her position as a global creative leader.

Becker’s unconventional background, unbound by the traditional confines of the advertising industry, is palpable in her interview with The Drum. The following is an analysis incorporating key excerpts from the interview alongside supplementary information to provide a more profound understanding of her background and philosophy.

Moments of Regret and Nightmares:

Becker cites the day she received her first Cannes Lions Gold as her most cherished career moment. The emotional ascent up the Palais des Festivals steps alongside peers from around the globe remains an unforgettable triumph. Conversely, she recalls challenging periods, particularly as a woman from the Global South, when her voice felt unheard and disrespected. She reflects on nights filled with self-doubt, questioning her career path. Overcoming these adversities, she emphasizes, makes her current success all the more meaningful.

A Father's Guiding Wisdom:

A pivotal piece of advice came from her father when she was 19, embarking on a journey from Brazil to Shanghai, China. For a young woman from a small town with no prior international experience, the vast and unfamiliar city was daunting. Her father’s words resonated deeply: “Nothing, and nobody, appears out of nowhere. If you learn their history, things will start to make sense.” This adage ignited a deep affection for Chinese culture, history, language, and its people, becoming a lifelong guiding principle. When faced with incomprehensible situations, she reminds herself that the issue might stem from her own lack of understanding, fostering a balanced perspective.

Works That Evoke Envy:

Expressing a profound appreciation for exceptional literature, Becker mentions Machado de Assis’s novel, The Posthumous Memoirs of Brás Cubas, revealing her literary sensibility. In the realm of advertising, Volvo’s “Epic Split” campaign featuring Jean-Claude Van Damme elicited a strong sense of envy, as she candidly admits thinking, “Why didn’t I come up with that idea?” This iconic advertisement, showcasing the stability of Volvo trucks through Van Damme’s impressive split between two moving vehicles, earned accolades at numerous advertising festivals, including Cannes Lions.

A Message for Aspiring Ad Professionals:

To those aspiring to enter the advertising industry, she likens the profession to “dating a chaotic genius” – intriguing and unpredictable, yet capable of making one question their choices. However, she underscores the allure of advertising, promising continuous learning and a never-dull experience.

Identifying as a 'Journalist for Brands':

Becker’s unique self-definition as a “journalist who creates for brands,” rather than simply a “creative director,” deeply permeates her approach to work. She critiques the tendency of advertising to be self-centered and fixated on internal industry perspectives, emphasizing that the actual consumers are not advertising professionals. In contrast, journalism prioritizes public interest and cultural relevance over the journalist’s ego. By adopting this journalistic mindset in advertising, she believes in fostering a more profound discussion about how to leverage the immense social influence of advertising.

Furthermore, her experience as a journalist, where she was involved in diverse tasks such as reporting, writing, photography, editing, and layout, made the siloed structure of advertising agencies feel somewhat unnatural. This experience influenced her development of a collaborative and integrated creative leadership style. The rigorous deadlines of the press also instilled in her exceptional organizational and time-management skills.

Experiences Judging at Cannes Lions and Gerety Awards:

Having served as a jury president at both Cannes Lions and the Gerety Awards, Becker emphasizes the importance of assembling a diverse panel of experts and ensuring that every juror’s voice is heard for effective judging. She adds that she was fortunate to judge alongside respected and brilliant professionals.

Dream Advertising Project and Runner-Up:

Her dream project materialized in the form of the Brazilian national football team campaign, “Cashback for Your Jersey’s Back,” which garnered D&AD Pencil and Cannes Lions Gold awards. As a runner-up, she expresses a preference for briefs with clear objectives, particularly voicing her excitement for impactful projects like global Coca-Cola campaigns.

Experience as a Science Magazine Cover Story Writer:

Among her diverse experiences, which include being an advertising leader, journalist, and even a street carnival musician, Becker also penned cover stories for a science magazine. Her favorite piece, she reveals, was a somewhat macabre article titled “The Cemetery of Everest.” Inspired by the hundreds of unrecoverable bodies that remain frozen near the summit of Mount Everest, she crafted the story through extensive research, including testimonies from climbers, relevant books, interviews with high-altitude helicopter rescue pilots, and conversations with a 90-year-old journalist who had tracked every ascent and tragedy since the 1970s. This assignment, she shares, prompted deep reflections not only on altitude sickness and climbing techniques but also on grief, ambition, love, and the weight of dreams.

Michelin-Starred Chef Experience and Dinner Menu:

With the remarkable experience of having worked as a chef in a Michelin-starred restaurant, Becker, when asked about a dinner menu, first proposes an appetizer of goat cheese bonbons with cupuaçu fruit from Michelin-starred chef Helena Rizzo. For the main course and dessert, she suggests a quintessential Brazilian family weekend lunch – feijoada – accompanied by her signature banana bacon butter farofa and pudding, paired with cold beer, showcasing her affection for Brazilian cuisine.

Ana Becker’s narrative transcends the conventional boundaries of the advertising industry, demonstrating the potential of a versatile talent. Her journalistic background, sharp insights, and relentless curiosity across diverse fields transform her from a mere creative director into a storyteller who imbues brands with profound meaning and cultural relevance. Her unique trajectory and philosophy inject fresh inspiration into the advertising world, fueling anticipation for the innovative campaigns she will undoubtedly create in the future.