"Trust takes a long time to arrive", Ogilvy UK's CCO explains how to create award-winning ads

headshot of Dede Laurentino
(Image credit: Ogilvy)

André Laurentino, known as Dede, is Ogilvy UK's chief creative officer (CCO). Born in Brazil, he travelled to the UK aged 16 while working as an English teacher and found himself hooked on the British adverts he came across while studying the language. He went back home with a new ambition: to work in advertising.

And he's done just that, working his way up the ladder, and winning reams of creative awards along the way. Some of the most famous campaigns he's worked on include Audi, adidas, Visa, Volkswagen, Nissan and more.

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Rosie Hilder

Rosie Hilder is Creative Bloq's Deputy Editor. After beginning her career in journalism in Argentina – where she worked as Deputy Editor of Time Out Buenos Aires – she moved back to the UK and joined Future Plc in 2016. Since then, she's worked as Operations Editor on magazines including Computer Arts, 3D World and Paint & Draw and Mac|Life. In 2018, she joined Creative Bloq, where she now assists with the daily management of the site, including growing the site's reach, getting involved in events, such as judging the Brand Impact Awards, and helping make sure our content serves the reader as best it can.