Marcello Serpa was born in Rio de Janeiro, Brazil, in 1963. Germany was his first contact with the world of advertising and, specifically, with art direction. Marcello moved to Munich in 1983 and studied Visual and Graphic Arts at the Munich Fachhoch schedule für Graphic-Design for seven years.The achievements of Marcello Serpa and other Brazilian creatives are impressive if we consider the volatility of the Brazilian economy in the last years. “It (the economical situation) is like a roller coaster (…) We are not used to the stability. We enthuse ourselves quickly with it, but we start worrying again with the same speed”, affirms Alexandre Gama one of the most respected creatives of Brazil (Wentz, 2000). In spite of the economical situation, Serpa and his colleagues have placed the name of Brazil in a high position in the world of creativity, and -by doing so- Brazil has become a model in terms of advertising for other countries of the Latin American region.

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