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Global viewpoint from São Paulo

It would be impossible for me to write this and not mention football. That lazy Robinho. I agree that he didn't deserve to make the cut. So young and already ahas-been. Our squad is all about love for the jersey and professionalism. No room for him there. We love David Luiz's style. Not just his football: also the hair - it's just really cool and, of course, very Brazilian. You look at the team as they stand side by side in our flag's colours for the national anthem and there's this feeling you're looking at cartoon superheroes: Neymar, Dani Alves...

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But, as always, there could be a few last-minute surprises. Players getting injured just before the referee blows the whistle for the first time. This, in fact, is a great sign of luck: Emerson, in 2002, broke his shoulder at practice and was replaced – and we brought our fifth World Cup home. But Felipão is who he is and that’s why we love him. He stuck with his "Scolari family" and so the seleção is pretty much the same one that beat Spain 3-0 last year in the Maracanã.

It is not all about the beautiful game. Brazil is always an exciting place, but 2014 has been particularly buzzing. With the presidential elections coming up, there has never been so much scrutiny over a government’s performance, particularly in the aftermath of last year’s protests. The web and social media have played a huge role in raising awareness about political issues. Brazilians all over, particularly young people, have discovered the power to organise themselves, plan protests and spread news that have shaken up politicians seen as not doing enough.

Brazilians all over, particularly young people, have discovered the power to plan protests

We have concerns with our economy. The current global economic climate isn’t favourable to our country. A lot of changes that needed to happen just haven’t and there is a sense here that a thorough reorganisation needs to take place. It’s said that, if the group known as BRICs was to be coined today, it would have been called RICs with no Brazil in it. Five years ago, our economy was described as taking off by The Economist, and now the same publication is suggesting we have blown it.

We expect to see our flag’s colours all over Cannes next month. Our industry retains its ambition to see Brazil’s presence continue to grow. 2013 marked the first time we brought home a Titanium Lion, and everyone believes we have worked hard enough to keep up with that excellence in 2014. It is exciting because it not only reflects a broadening of our creative thinking, which has become more international, but also represents the size of our business. It is probably worth pointing out that, according to a study by ZenithOptimedia, Brazil will soon surpass Britain as the fifth-largest market in the world!

With so much happening in such an impossibly busy year, who has time to even think about the World Cup?

Ricardo John is the chief creative officer at JWT Brazil

This article was first published on campaignlive.co.uk

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