Luiz Salles

SVP HEAD OF STRATEGIC PLANNING

BIO

After an ill-advised post-college attempt to become a foreign correspondent and conflict journalist, I returned to my first love: making ads. I don’t even call it advertising anymore though, because now it’s less about making ads and more about being instigators for brands – creating, infiltrating and guiding conversations. To me it’s no longer about pushing products or services, but about cultivating relationships with the right customers by shaping a point of view for a brand and finding new and innovative ways to get it out there so that they can decide if they want to invite you into their lives. And right now, so many U.S. Latinos are the “right customers”. With roots in Brazil and Miami, I was raised with the proverbial foot in two (but really, multiple) worlds, learning three languages along the way, mostly by accident. It wasn’t until late in life that I embraced this early identity crisis and learned that it was an advantage in today’s flexibility-requiring and dynamic marketing world, where your past experiences and ability to empathize can pay huge dividends. I began my career at Zubi Advertising in Miami and after spending 12 years in the general market at Publicis, Grey and Havas in New York and FCB, Cramer-Krasselt and Sapient Nitro in Chicago, I found myself on the West Coast joining the wonderful family that is Orci. Brands that I’ve helped shape include Ford, American Airlines, Kahlua, Canon, Corona, Miller Lite and Jaguar. I graduated from Florida State University with a Bachelor’s in Advertising and a Master’s degree in International Affairs before getting my MBA at FIU in Miami. And I’ve kept learning through travel (40+ countries visited, but who’s counting?) and pursuing my passions for photography, art and vintage motorcycles. And of course, “making ads.”