“I feel that advertising always lived in a bit of a bubble,” says Laura Visco—but during the pandemic, “our realities became one with our audiences.” As executive creative director at 72andSunny Amsterdam, Visco led the “Open Like Never Before” global campaign for Coca-Cola, a poetic meditation on “the new normal.” She’s also been keen on diversifying the creative portfolio with socially conscious work, including “Behind the Source” for HackYourFuture, designed to challenge perceptions about refugees.

Born in Buenos Aires, Argentina, Visco became the first female ECD at 72andSunny in 2020 and has been named a member of its newly formed Creative Leadership Council. She’s been tirelessly focused on leading discussions about industry equality—e.g., on International Women’s Day she hosted a panel about using inclusive language in the workplace—and on generally doing creative work that is “more in tune with what people need from us,” she says, “and less about living in our wonderland of advertising.”

See all of Ad Age's 2021 Leading Women U.S. and Europe here.

What advice would you give your younger self?

Don’t be so quiet and don’t try to be someone else in order to fit in in the industry. 

What’s the biggest risk you’ve ever taken?

Leaving my home country twice, and pushing myself out of my cultural and creative comfort zone. 

If you weren’t doing your current job what would you be doing and why?

Fixing other problems through communication.

What should the industry do to encourage more women and people of color into its ranks?

Yet another panel on diversity won’t solve the problem. Stop the talking bit and start the walking bit.

Which campaign or other piece of work have you seen in the last year that you wish you had done? 

“Womb stories.” Such a brave campaign, about a much-needed conversation about the unseen truths of women everywhere. The craft of the piece is impeccable, too.

See all of Ad Age's 2021 Leading Women U.S. and Europe here.