Collectively, the shop's ideas were non-formulaic and inspired.
Whether a simple print campaign, a complex digital hack or even a
bit of thievery, the work made David's clients the center of
attention in an era when attention drifts easily from one quick hit
to the next. It's for this we award David Miami our 2018 Innovator of the
Year, the new name for our long-running Creativity Agency of the
Indeed, last year's powerful body of work might be the best yet
to come from the Ogilvy network shop born as a tribute, of sorts,
to the name on its shingle: legendary agency founder David Ogilvy.
Co-founders Anselmo Ramos, Gastón Bigio and Fernando Musa
opened David in Buenos Aires and São Paulo in 2012, and
then, in 2014, they took a chance on Miami.
The creative is the result of the agency being "always on," says
Chief Creative Officer Ramos. Even if the team hasn't been briefed,
"we're always bringing proactive ideas to our clients, to the point
that they say, 'Guys, enough! I don't have the
The "Mad Men" project "started with an email saying, 'Wouldn't
it be amazing?' It wasn't linked to a brief," says Kraft Heinz
Senior VP, Head of Brand and R&D U.S. Michelle St. Jacques.
"They're not thinking about your brand just against your brief;
they're thinking about how you can make the brand be a part of
culture and conversation."
In November, David added another big brand name to its roster:
Budweiser. "They spent a lot of time with us understanding our
challenges, which gave them flexibility to constantly pitch ideas,"
says Ricardo Marques, VP of marketing for Budweiser at Anheuser-Busch InBev. The first work the
agency delivered was a stunt in an Atlanta bar, where a fake-news
broadcast announcing Prohibition's return rattled the customers.
Next was a touching spot in last month's Super Bowl highlighting AB
InBev's program to provide water to disaster victims.
"Our challenge to them was, 'How can we put a spotlight on the
human side of Budweiser?' " says Marques. "They brought
[back] a spot showing our human side while also celebrating our own
"David certainly dreams big and they challenge us to make our
creative as iconic as our 150-year-old brand," says Kraft Heinz's
St. Jacques. "The David guys are addicted to creativity and big
ideas, and they make you, as a brand partner, just as addicted to