Márcio Moreira

Márcio Moreira

Marcio Moreira (born 1947 in São Paulo, Brazil – June 18, 2014) was a multi-cultural marketing executive who played an influential role in the globalization of advertising. In a 44-year career at McCann Erickson Worldwide (subsequently McCann Worldgroup), Moreira headed the agency's InterNational Team—referred to by The New York Times as a "daring experiment in the nascent science of worldwide marketing"—customizing global campaigns to address cultural nuances on a country-by-country basis. Moreira has been credited with accelerating the cross-border, or trans-nationalization, of brands.Moreira also served for 25 years as worldwide creative director on McCann's biggest clients, including Coca-Cola, General Motors and Nestlé. His multi-cultural expertise attracted the attention of Secretary of State Colin Powell and his Under-Secretary Charlotte Beers, who personally recruited Moreira for a special communications program in the aftermath of the September 11 attacks. The project, codenamed "Shared Values", helped defuse fear and distrust of the U.S. among Muslim communities overseas and at home. Moreira is best known for his international work in the soft-drink marketplace, specifically on the Coca-Cola account for which Adweek labeled him the "brigadier general" of global advertising. He oversaw the design and implementation of "Coke Is It", a campaign that ran for five years in the U.S market and longer worldwide. He was also the creative leader on the international introduction of Diet Coke. In 1985, he was one of the key creative executives helping Coca-Cola launch—and handle the subsequent fallout from – New Coke, the company's notorious mistake viewed as a surrender to Pepsi in the "cola wars". It led ultimately to the rebranding of the original formula as "Coca-Cola Classic."Moreira has won more than 100 creative awards in the U.S. and around the world. In his native Brazil, he was named Advertising Professional of the Year, Decade and, in 2003, the Century.

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