The secret to success is to love what you do, work hard, and set goals. Ramos, Anselmo

 The secret to success is to love what you do, work hard, and set goals. Ramos, Anselmo

The secret to success is to love what you do, work hard, and set goals. Ramos, Anselmo

The creator of Gut, Anselmo Ramos, speaks about his corporate culture, his conviction in expression, and reinventing the agency-client interaction. Gut is one of the most honored advertising agencies in the world and the winner of the Cannes Lions Agency of the Year 2023 award. I said something.

Few names in the cutthroat business of advertising arouse attention as much as Anselmo Ramos. Ramos is the creator and creative director of Gut, the business that created the Burger King Detour Whopper and the well-known Dove Sketches advertising campaigns. Ramos' career has been one of tenacity, hard effort, and expression. He started out as a copywriter in Brazil and worked his way up to become the architect of Gut, which is now known as one of the most acclaimed advertising agencies in the world and will be named Cannes Lions Agency of the Year in 2023. During a recent visit to Mumbai, Ramos engaged in a casual conversation with experts and leaders in the sector, providing insightful views throughout the lively exchange. Section:

 

What, in your opinion, is the cause of your professional success?

It requires a great deal of motivation. It all comes down to having strong desires. According to a quote by Oprah Winfrey, "Most people don't achieve their desires because they lack direction." You can ultimately accomplish your goals if you have them in mind. Drive is essential since this is a difficult trip.

Reaching out to clients with ideas is challenging. This is a field that requires enthusiasm; else, it would be quite challenging. Ambition is just as crucial as drive in this equation.

You need to have faith. Think about the "Law of Attraction," which states that your ideas are the cause of everything in your life right now. In addition to hard labor, everything that appeals to you should be valued. The secret is to set goals, have faith in them, put in a lot of effort, and enjoy what you do. We stress that love—love for one another, the brands, the business, and the ideas—is what motivates us. The main theme is love.

 

You said in 2020 that by 2023, your business, "Gut," will win "Agent of the Year" at the Cannes Lions. How did you make your forecast that you would win Cannes' Agency of the Year come true?

Yes, I did say that in 2020. I didn't ask for permission or notify anybody inside the organization before doing this. I have to hear a lot from my folks in order to do that. "Why did you do this?" he said. It's very awkward. However, it's a tactic for me because once I say something out, I have to do it or else I'll come off as foolish. That's how it works for me; it's all about responsibility. Functions. I firmly think that one can materialize and shape their culture and way of life. The culture will naturally take form if you don't actively develop it.

 

Could you elaborate a little more about creating culture? By this, what do you mean?

 

To me, culture is everything. Our passion is this. We consciously mold our culture, with Gut Brand as our main client. We are a bold agency serving bold clients, and that is how we clearly define our brand. Our guiding principles are courage, transparency, and intuition. We are guided by values, a vision, and a purpose. Our attention is on our culture, and we have terms like "gut punch" for consumers and "x-ray" for companies in our "gut" language.

We took four hundred and fifty individuals to Buenos Aires in March to commemorate our fifth anniversary. Although it was a substantial outlay, in my opinion, it was an investment. During our three days in Argentina, we had the opportunity to bond over talks, Gut band performances, and our first-ever soccer match between the Gut offices, which Brazil won, not Argentina. Three days of nonstop entertainment culminated in a huge celebration. This improved ties amongst all of us and reinforced our culture.

We were also informed that culture has a major role, thus it was no accident that we won the Cannes Agent of the Year award.

You claimed to be a bold agency working with bold clients. Could you please elaborate?

Being brave is a daily deliberate choice, and we can help others develop it. It is not an innate attribute. Three danger categories come into play when thinking about bravery: low, medium, and high. Our experience has shown that low-risk and medium-risk activities have no negative effects, whereas high-risk actions need debate.

A competent attorney's advice may often lower high-risk undertakings to a medium or medium-high level. There's usually a technique to lower the danger. Fortunately, nothing disastrous has occurred throughout the execution of several high-risk concepts; so far, so good.

Could you elaborate on how client expectations across the various brands of your firm are aligned with award recognition?

Everything is dependent upon the circumstances at your organization. From the start, we wanted to establish an agency that was self-sufficient. When you define yourself in this manner, it might sometimes be assumed that not being awarded is a sign of ingenuity. While they are not our main objective, awards are a wonderful way to recognize and honor outstanding performance.

For instance, the viral nature of a "sketch" that elicited strong emotions suggested that it would be recognized. It had already captured the hearts of the people before it could even win over the judges. When something is well-liked by the public, a jury composed of people will often agree. This is crucial: incentives are a necessary result, not the ultimate aim.

Rewards may take many various forms. While some individuals will compliment you profusely, it can be particularly difficult when rival businesses or clients acknowledge your excellence. Our clients want us to be honored, which has made for an intriguing task. Occasionally, I have to clarify that while we may not have crossed the finish line for their brand, we have succeeded in doing so for another client of the same firm. Envy of customers may be effectively cultivated. This is a fascinating facet of customer service.

 

Do you have any immediate intentions to build an office in India?

Regarding intentions for the future, it's unclear. We just opened an office in Amsterdam, a reflection of our shift toward Asia, Africa, and East Europe. I'm not sure whether we will make it to Mumbai in the end or not.