Hernán Ponce

There are lot of Argentinean advertising semi-gods, but few of them exceeded the 10 lions barrier, like Hernán Ponce. He himself became an executive after he opened his agencies and those lions he has won, let´s say so, were probably not written by him. But what makes Hernán Ponce and his agency great are their worldwide seen spots for Axe. South America is known for great creative work, but few global works come actually from there. These TV spots created by Vega Olmos Ponce might be the only exception.

Like most of the heavyweights from Argentina, Hernan Pónce started his long creative director career in the agency of David Ratto, the most famous and dearest ad man in the country of Tango. He left the best agency of time to lead the newest rising star of Argentina: Young & Rubicam, where he won loads of Lions and recognition enough to open his own brand: Vega Olmos Ponce, together with Fernando Vega Olmos. Contrary to his partners, Ponce really engaged his creative mind in legendary ideas for Axe, including the second Argentinean Grand Prix after almost 40 years (the first one was a film for Pepsi from 1969).

Ad Genius 16: Hernán Ponce.
Country: Argentina.
Agencies: Ratto/BBDO, Young & Rubicam, Vega Olmos Ponce.
At Cannes: 25 lions, 1 Grand Prix, 3 Gold.
Strong Points: Advertising for teenage men.

Jureeporn Thaidumrong

Our first female ad genius comes from Thailand. Jureeporn Thaidumrong, known as Judee, is the owner of JEH United, the country´s most awarded agency. She is probably the most powerful creative woman in Asia, perhaps from the whole world. Asked if she had to fight harder to become a creative executive, she answered elegantly:

" It’s not true that women in Asia have a harder time getting to the higher echelons of the ad business. I actually think women here have more opportunities than in North America or Europe. In Thailand for example, there are many female creative directors. And that’s not only true in creative departments. You see lots of senior management and CEO positions being occupied by women. And it’s true all over."

Judee started at Grey and passed through Y&R, Leo Burnett, DDB and Results, an Ogilvy hot shop. There, she met Neil French, the Asian british guru, and her career gave a jump. She started to win awards and was named ECD at Saatchi & Saatchi and after at McCann until opening her own business. JEH´s work, like most from Thailand, is very imaginative , smart and unique, maybe looking a bit weird for the average western eye.

Altough most consider Judee a phenomenon, some people think she wins awards more easily than most of people, because she is woman and asian. Check out her portfolio and decide by yourself.

Ad Genius 4: Jureeporn Thaidumrong.

Country: Thailand.

Agencies: Grey, Y&R, Leo Burnett, DDB, Results, Saatchi & Saatchi, McCann, JEH United.

At Cannes: 11 lions, 4 gold.

Strong points: Visual tricks (print) and humour (film).

Ícaro Doria

Ícaro is a Brazilian print master, a self-made man, who won major-awards at unknown agencies in small countries, until reaching Saatchi & Saatchi New York and helping to make it Agency of the Year in Cannes.

Ícaro is a visual thinker for excellence, but Brazilian top agencies thought he couldn´t make "good headlines", making the terrible mistake of neglecting him. Then, Doria found his way in Portugal, considered the European refuge for Brazilian creatives. There, he made multi-awarded campaigns for insignificant agencies and clients, until Tony Granger discovered his talent and called him to Saatchi NY. In the world capital, he created his most famous print campaigns and started to make great work also for radio and TV. Now, Ícaro is having some tough time at hard-for-creatives Y&R New York, but is also colecting some few awards. This time, as Creative Director.

Contrary to most of our ad geniuses, Ícaro did not win a Grand Prix in Cannes, but he was close twice. The first time was in 2003, when his ad for Ferin Library was considered the best of the year, until the jury found out it was a scam (big deal!). Two years later, his campaign for Grande Reportagem Magazine was clearly above everything else in print, but the lobby for TBWA Paris was stronger, and the Grand Prix went to EMI for some few votes. Anyway, things were never easy for Ícaro. Maybe that´s why he keeps making good work!

Ad Genius 3: Ícaro Doria

Countries: Brazil, Portugal, USA.

Agencies: DPZ, Leo Burnett Lisbon, FCB Lisbon, S&S New York, Y&R New York.

At Cannes: 11 lions, 3 gold.

Strong points: Fast descriptions of big truths.