MAYARA RIBEIRO

What’s your breaking into advertising story?

I moved to São Paulo with no money and no place to stay. I always wanted to work with creative writing and my dream job would be to land at an advertising agency. But I didn’t know anyone in the field. So, I worked late nights at a hostel in exchange for food and accommodation while looking for a job in advertising. Just when I was about to go home, my phone rang. It was an opportunity as a junior copywriter at BBH Brazil. I grabbed the opportunity with all my heart, trying to learn from every creative I admired and pitching every idea I could. That first experience made all the difference in my book and, since then, I’ve made my way into some of the best agencies in the world, but also one of the most sexist and elitist. It wasn’t easy being a woman from a poor background, a small town, and no network. Throughout my career, I have dedicated myself not only to producing great work, but also to driving change. I believe our industry can be different, and I act to make it happen.

What does winning Next Creative Leaders mean to you?

At first, I didn’t believe it, because imposter syndrome is real for women like me. But winning NCL means that I made it. Every challenge I faced, every door I pushed open, and every fight I fought was worth it. My journey has not been a straight line. I come from a humble background, the granddaughter of a housekeeper and a doorman, and the daughter of parents who sacrificed everything to give me opportunities. I arrived in São Paulo with no money and knocked on countless doors until someone believed in me. Many times the statistics said I shouldn’t be here. But I am. Winning NCL is not just about me. It shows that stories like mine can break through, and the industry can be more diverse, inclusive, and human. I want others to see this and feel that they, too, belong, no matter where they come from.

“Many times the statistics said I shouldn’t be here. But I am.”

What’s one misconception about underrepresented creatives that you’d like to dispel through your work?

A common misconception is that underrepresented creatives are somehow less capable. Creativity is not defined by skin color, identity, sexual orientation, or bank account. It comes from who we are and what we’ve lived. Our experiences shape the way we work and the ideas we create. If our role as communicators is to connect with people, we need those people at the table, shaping conversations and fueling debates. New ideas never come from the same voices repeating themselves. Real innovation happens when we open doors, embrace different perspectives, and include those who have been ignored for too long. That is how we move from what is expected to what is truly transformative.

What does leadership mean to you?

Leadership means creating space for others to be even better than I am. It means driving meaningful change in the industry, making a real impact for clients, and ensuring our campaigns resonate with and affect consumers. It also means having the responsibility to do things differently. In Brazil, only 14% of leaders are women, and just 2% hold senior positions. Finding a female manager who believed in me changed everything. She gave me autonomy and inspiration, and showed me what leadership can be. The best way to honor my journey is to inspire and guide other women from challenging backgrounds to surpass even my achievements. Even as a new leader, I am committed to never settling for less than gender equality and true representation.

“Leadership means creating space for others to be even better than I am.”

How do you see tech shaping creativity for the better?

Technology, including AI, is one of the greatest forces to expand human creativity. But it only elevates us if we use it intentionally. Tools alone don’t create progress – it’s how we apply them that matters. Staying connected to the world, understanding people, and noticing social and cultural shifts is essential. True innovation happens where technology meets human insight. That is where ideas and solutions are born that transform not only the industries, but also people’s lives in meaningful and lasting ways.

“True innovation happens where technology meets human insight.”