TBWAChiatDay Los Angeles has announced two creative promotions on the Gatorade account, a brand that has been with the agency since 2008. Renato Fernandez, who was promoted to worldwide creative director last year, has been named executive creative director on the business, and associate creative director Doug Menezes has been promoted to the role of creative director.
Fernandez will partner with fellow ECDs Linda Knight and Matt Heath to help guide TBWAChiatDay LA’s creative department and product under newly minted chief creative officer Brent Anderson.
Remarking on the promotions Anderson said: “Renato Fernandez is an almost unparalleled benchmark of leadership and drive. For the last 5 years, I’ve toiled alongside Renato as he relentlessly guides, protects and mentors work that truly matters, and work that defines the soul of our brands.”
Anderson continued, “Doug Menezes has emerged over the past two years as leader of both concept and craft. His unique upbringing within the industry and recent work on Gatorade makes him a natural choice to help lead Gatorade and continue to involve the brand deeply in culture.”
Fernandez has been with TBWAChiatDay LA since 2011, when he relocated with his family from Brazil. As associate creative director, he played a major role in the pitch-winning team that brought the adidias World Cup campaign assignment to TBWA. In 2014, Fernandez assumed creative leadership of the agency’s Gatorade US business and, in 2015, took over all global projects as worldwide creative director. He is credited with awarding-winning work that includes Gatorade’s now legendary farewell films for retiring athletes Derek Jeter (“Made in New York”), Abby Wombach (“Forget Me”) and Peyton Manning (“Dear Peyton”), and the brand’s latest global push–“Don’t Go Down”–featuring world-renowned footballer Lionel Messi.
Fernandez began his advertising career in 1994 in his hometown of Curitiba, Brazil and later joined Almap/BBDO, where he worked on top-tier brands including Volkswagen, Gatorade and Havaianas. Throughout his career, his work has been recognized at several international creative festivals and award shows, including Cannes Lions, D&AD, Clios, Clio Sports, and the One Show.
Menezes came to TBWAChiatDay in 2013 as a digital design director, transitioning to an associate creative director shortly thereafter to work on both Gatorade and Nixon accounts. His credits include work for Gatorade’s 50th anniversary campaign, as well as its latest Olympic-themed film, “Never Lose the Love.” Prior to TBWA, he worked as associate design director with Crispin Porter + Bogusky in Miami, and also spent time working in digital design for Xishe and Wunderman in Dubai, UAE. Like Fernandez, Menezes is a native of Brazil, and cut his teeth as an art director working in several shops across Brasilia. He is a graduate of the Miami Ad School and Universidad de Brasilia.
The creative promotions are in addition to the promotion of long-time agency strategist Scott MacMaster, who was named executive planning director on the Gatorade business earlier this month.
Beyoncé’s Halftime Show Highlighted Netflix’s NFL Debut On Xmas Day
Beyoncé provided more excitement than either game during Netflix's NFL debut on Christmas Day.
Riding into her halftime appearance on a white horse, the 32-time Grammy winner rocked her hometown Houston crowd with a nearly 13-minute performance on Wednesday.
She surprised fans by bringing along Shaboozey to perform "Sweet Honey Buckiin" and Post Malone joined her for "Levii's Jeans."
The action on the field didn't live up to expectations as the NFL showcased four of the AFC's top five teams.
Patrick Mahomes and Travis Kelce exposed a glitch in Pittsburgh's defense during Kansas City's 29-10 rout in the first game.
The broadcast itself went off just fine, quickly becoming the second-most popular live title on Netflix to date, according to NFL Media.
Lamar Jackson and the Ravens led C.J. Stroud and the Texans to 17-2 at halftime before Beyoncé stole the show.
Mariah Carey opened Wednesday's doubleheader with a taped performance of "All I Want for Christmas is You" and then the two-time defending Super Bowl champion Chiefs trounced the Steelers to clinch the No. 1 seed in the AFC.
There were no signs of any major streaming issues during the game after Netflix experienced minor blunders at the start of the pregame show. The broadcast opened with roughly 10 seconds of silence because it appeared studio host Kay Adams' microphone wasn't turned on.
Beyoncé's live performance at NRG Stadium was supposed to be the biggest test for the streaming giant and it seemed to go off without a hitch.
Mahomes threw for 320 yards and three touchdowns and Kelce had eight catches for 84 yards and one score as the Chiefs (15-1) earned a first-round bye and home-field advantage throughout the AFC playoffs. The... Read More