Sergio Alves

Defined the creative and cultural logic for how Google and YouTube show up across Latin America — not as a campaign supplier, but as an embedded partner setting the conditions under which the work happens. Established platform architectures that separate product roles — Search, Gemini, YouTube as fan, YouTube as platform — so each one can build distinct cultural presence without competing for the same territory. Set the always-on editorial logic that moves at the speed of culture, not the speed of approvals. Proof of the model: 'Agente do Hexa' — a culturally-led campaign that turned a broadcast announcement into something people believed, argued about, and passed on. Covered by Meio & Mensagem and amplified publicly by the President of Google Brazil and the Head of YouTube Marketing LATAM. The client is Google Brazil — which means senior stakeholders, real stakes, and very little room for anything that doesn’t hold up.

Redefined how Google showed up creatively across EMEA — moving the function from campaign production toward platform-native, behaviour-led systems that regional teams could actually sustain. Established the creative framework for Northern European markets as part of a modern marketing playbook. Set the logic that separated global brand coherence from local cultural specificity — making both possible in the same execution rather than forcing a trade-off.

Restructured how a 50+ person global creative team operated — changing the conditions that determined output quality, not just managing the output itself. Established ways of working that prioritised creative culture as the engine of consistent output. Integrated AI into the team’s process as a capability multiplier — enabling more ambitious work, not just faster work.

Operated as an independent creative lead across global brands — stepping outside agency structures while working at the same level. Google (UK): Established digital and social strategy playbooks and set always-on creative logic across multiple product areas. Huawei (Global): Redefined digital creative output across Europe and Asia — enabling culturally relevant work at scale across markets with different brand maturity. Coca-Cola: Part of the core pitch team for the Euros brief.

Built a repeatable content format that replaced traditional travel campaigns entirely — 'Lucky in Love', a coin-toss travel TV series where surrendering the itinerary became the structure. Rebuilt how the in-house agency operated, starting with the briefing process — reducing revision cycles and improving output consistency across the studio.

Took Samsung’s fragmented marketing output in Latin America and turned it into a coherent creative system that could scale across markets. Scaled the department from three teams to 26 people across disciplines, aligned under a single creative direction. The result: Cannes Lions, Clios, NYF, and El Ojo — driven by coherence, not scale alone.

Joined to lead the Samsung account and expanded scope within the first six months — taking on Samsung Mobile, Samsung CSR, Samsung Latam, and Samsung Appliances. Established the creative foundation and team culture that I later scaled as ECD.

Made education behave like culture in Brazil — not just something to advertise. Repositioned Brazil’s largest education startup — named by Fast Company as one of the 50 Most Innovative Companies in the world — by replacing category conventions with culture-first thinking: a campaign built around a physics professor skydiving; content that trended above Adele’s Hello launch in Brazil. Reported directly to the founder and VP of Design.

Set creative direction across cross-disciplinary teams — copywriters, art directors, UX designers, motion designers, front-end developers — on digital-first briefs for Kellogg’s Europe, Lego UK, Pringles, and Footlocker Europe.

Established the integration model between ATL and digital at a time when most agencies were still treating them as separate disciplines. Led work for Lexus, TalkTalk TV, Carphone Warehouse, Vertu, and Argos. Contributed to global pitch wins for Vertu and Argos UK.

Started as a freelance Senior Creative on the Nokia team. Stayed. R/GA London was one of the most ambitious digital creative environments of that era — the kind of place where what digital could do was taken as seriously as what it looked like. Led digital strategy and creative execution across Nokia, Nike, O2, Beats By Dre, Unilever (Dove, Rexona, Sunsilk), and Johnson & Johnson (Acuvue). Advanced to Creative Lead.