In the first episode of In The Making, we speak to Anselmo Ramos, Co-Founder of GUT. The agency made history at Cannes Lions this year, when it won Independent Network of the Year, Independent Agency of the Year AND Agency of the Year. In 2023, GUT took home an impressive haul of 35 Lions, including three Grands Prix.
We talk meltdowns, manifestation and mindset or, more specifically, how to develop a winning mindset for Lions and for life. We also find out why Anselmo decided to sell a majority stake of GUT to global tech and digital consultancy Globant.
Each episode, we ask our guests to select five pieces of work that define their career.
Anselmo's Five Pieces of Work:
The work that made you want to be a creative: all work from the Brazilian ad men such as Washington Olivetto, Fabio Fernandes and Marcello Serpa. Also Telecel "Sheperd", Young & Rubicam Lisbon, 1995
The work you wished you’d made: Tango “Orange Man”, HHCL, 1992
The work that almost didn't get made: Dove “Real Beauty Sketches”, Ogilvy Brazil, 2013
Your best work: Stella Artois “Artois Probability”, GUT, 2023
The work that's 'in the making': Anselmo wants to write a book, or two, about advertising, sharing what he knows about the industry.
Links:
Check out what's happening at Cannes Lions here: www.canneslions.com
For more information about Anselmo go to www.gut.agency