MADSTARS 2023 - Fabio Seidl Q&A

INTERVIEW

Fabio Seidl, Director, Global Creative Development (Meta USA)

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I recently sat down with Fabio Seidl who expressed why he believes that humans are key to the future of the advertising industry.

What excites you about the future of the industry?

The fact is that the future will be built by human beings, not machines. It's all in our hands. The people will decide what technologies are worth using, what spaces they want to occupy, and what subjects they want to talk about. It's exciting to have so many channels and tools available to all of us.

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How does it compare working in a tech company compared to an agency?

It's more collaborative and for different reasons. First, we're all on the same team: "clients" and creatives. Second, we must be humble enough to learn from each other constantly. Digital platforms and products evolve daily; we work with many cultures and conversations. It's co-creation by design.

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What do you look for when hiring creatives?

Different people, different cultures, different backgrounds. People that do things that our team never did before and would never do. Different people make a difference.

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Do you feel that clients still need to be more invested when it comes to social media?

I've seen data and reports showing the opposite. More than ever, people and brands use social platforms to share, engage, collaborate, entertain, and be entertained.

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Can you share with us how Project Reinvent came to life and why it is so important?

Project Reinvent accelerated tenths of millions of small businesses into the digital world during one of their most difficult moments: the pandemic. More than that: 80% of the businesses at risk were minority-owned.

So, we reprioritized all our marketing efforts and investments into a new global created to help small shops and services that didn't even have a page on the internet to get digital education and tools, establish their businesses online, connect, sell, deliver, and grow.

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You've worked in South America, Europe, and the USA. What did these experiences in different areas teach you that you still find valuable today?

The work culture, personal and professional relationships are unique in these markets. So it taught me to adapt, always keep my mind open, and approach my work humbly. I'm always in curious and learning modes.

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You are a citizen of Brazil, Italy, and the USA. Does your international background help you to collaborate with team members and clients from all over the world?

A broader perspective creates more alternatives and unexpected solutions.

I was lucky to grow up in a big family that looks like a cliché diversity PowerPoint. My relatives come from many backgrounds, ethnicities, religions, and genders that go beyond these three passports. So, whenever I create a campaign, I have this in mind: more than being inclusive, I want to be as popular and relevant as possible.

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〝 I want to be as popular and relevant as possible. 〞

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What is one skill that you find is lacking among graduates? And on the other side, what are you finding refreshing when talking to younger creatives?

I teach in some creative schools and always tell my students that being a new creative or marketer isn't enough if you don't bring anything new to the team. You're coming from a new generation, so please don't mimic the past. Bring fresh influences in music, culture, gaming, arts, and storytelling. To evolve, we need more voices and minds working with experienced talent - not interns acting as assistants.

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Can you talk to us about the Invisible Businesses campaign you were involved with?

It was such a pleasure to lead this global initiative, and while I answer this interview, I just heard it's already a finalist at Mad Stars!

We needed to show businesses that Meta can help get their ideas in front of the customers they need. So, we created this visual metaphor of how our platforms are windows to make them visible to their audience.

We worked with our in-house creative teams and global agencies in the Americas, Europe, Africa, and Asia - and the collaboration was phenomenal. I'm glad to see this idea recognized in many advertising shows.

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What led you to launch the Humans & Robots clothing brand?

Wow. Thanks for the opportunity to plug my passion project here. I donate all Humans & Robots' profits to the Alzheimer's Association. I had to deal with this disease in my family, and I'm seeing this happening with many of my friend's relatives.

Instead of creating a fundraiser, I decided to use my passion for creativity and streetwear to build something different that people can come back and support and enjoy many times.

We're delivering in 27 countries already, including Asia! So, if you're reading this and want to help us, check us at https://humansandrobots.shop and our Instagram @humansandrobots

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What are you looking forward to about being an Executive Judge for MAD STARS 2023?

Being in Busan is already a treat. And although I know it's a global award, I'm excited to see Asian creativity. I'm a massive fan of this region's creativity: your design, tech, storytelling, humor, elegance, and simplicity. I'm sure I'll have a lot of fantastic surprises.