São Paulo – Marcelo Reis and Marcio Toscani, Co-Presidents of Leo Burnett Tailor Made, are pleased to announce the arrival of Pedro Prado, known as “Papito”, as the agency’s new Creative Vice President. Prado will lead a team of about 80 creative, content and production professionals, comprised of talents from various backgrounds, who work in tight integration with every other department at Leo Burnett. He will start at the agency on October 23.
With a career spanning 21 years, Pedro is a Rio de Janeiro native who has amassed a long list of domestic and international awards, having worked at advertising agencies McCann, Doctor and Casa da Criação; for the last 15 years, he was Creative Director and board member at F/Nazca Saatchi & Saatchi.
“Our focus has been on putting creativity at the center of everything,so it’s great to have Pedro join the Leo Burnett team. In addition to his creative talent, he brings an immense desire to do new things, and has a unique energy. Our agency is already doing very innovative work, and with Pedro on our team we will shine even brigther,” emphasizes Marcelo Reis, Leo Burnett Tailor Made’s CCO and co-CEO.
The creative professional will join Leo Burnett’s team of executives, alongside Andrea Hirata (Media VP), Fabio Brito (Client Services VP), Tiago Lara (Planning VP), and Marcos Sá (Finance Director).
Pedro Prado was born in Rio de Janeiro; he has lived in Rio, New York, Texas, Indiana, and São Paulo, and started his career as an advertising copywriter in 1998.
Pedro worked at advertising agencies Doctor, Casa da Criação, Staff and McCann; in 2005 he went to F/Nazca Saatchi & Saatchi, where he would stay until 2019, nearly 15 years. At F/Nazca he progressed from copywriter to Creative Director.
Throughout his career, he has had the opportunity to work with brands from various industries, including Skol (AB Inbev), Google, Nike, O Boticário, Guaraná Antarctica, Sadia (BR Foods), BTG Pactual, Trident (Mondelez), Honda, Electrolux, Leica, D&AD, Pinacoteca de São Paulo, Mizuno, Miami Ad School, Coca-Cola, L’Oréal, TIM and Claro.
While at F/Nazca, working for 12 years in a creative duo with Rodrigo Castellari, Pedro developed many high-visibility projects, such as “Código Redondo”, “Beto Barbosa”, “Latas Falantes”, “Bigodón” and “Marcas Aliadas”, for Skol; “República Popular do Corinthians” and “Coisa da Boa”, for Nike; and “Everything in Black&White”, for Leica.
Pedro is also a Director at the São Paulo Creative Club. He has been a jury member at numerous domestic and international festivals, such as Creative Club, One Show, D&AD, Shots Awards, Ciclope, London Festival, Wave, Andy Awards and Clio.
Among his most recent awards are dozens of medals from the Creative Club, in addition to trophies from Cannes, One Show, D&AD, Clio, ADC, Wave, El Ojo, London Festival, FIAP and El Sol.
