5 Minutes with… Carolina Vieira

Throughout her 12 years and counting with DAVID, Carolina Vieira has carved out a leadership style all of her own. Today, she's the agency's managing director for Miami and New York. And through her work with clients like Burger King, Toyota, Playstation and Coca-Cola, she’s left an indelible mark on the industry around her. That’s including the brand repositioning for Burger King that resulted in the ‘Proud WHOPPER’ project, awarded in Cannes with 13 lions. 

A dual national of the USA and Brazil, she’s become synonymous with DAVID and the agency’s work across the North American continent. 

To find out more about what makes the managing director tick, and reflect on how she and the agency are overcoming the challenges of 2025, LBB’s Adam Bennett caught up with Carolina… 

LBB> Carolina, what kind of a kid were you growing up, and at what point did you know that a career in marketing and advertising was right for you?

Carolina> Oh, it was a while ago. I have always loved connecting with people, and I was curious about things. I knew I was going toward communication, and I have an older cousin who was in advertising, and that inspired me. So, I feel that life, somehow, was taking me to that.

LBB> Before moving to Miami, you spent your career working in São Paulo, Brazil. Have you noticed any differences in the industry since you moved to the US?

Carolina> Certainly. Both the Brazilian and US markets are incredibly creative, but they express that creativity in distinct ways. In São Paulo, Brazil, I've noticed a strong emphasis on long-term partnerships between clients and agencies. These relationships, often built on retainer fees, allow for deeper collaboration and more consistent creative output. This can lead to innovative campaigns that evolve organically over time, as the agency gains a deep understanding of the client's brand and target audience.

In the US, the market is more project-based. While this offers the flexibility to work with a diverse range of clients and explore different creative challenges, it can also feel like a constant sprint. Agencies are always looking for the next big project, which can sometimes put pressure on teams to deliver quick wins. However, this competitive environment can also foster a culture of rapid innovation and a willingness to experiment with new ideas.

LBB> You’ve been working with DAVID now for 12 years. What is it about the agency that’s made you want to be part of it for so long?

Carolina> DAVID feels like home… The culture, the people. There’s a genuine sense of collaboration and creativity. I love that we’re encouraged to take risks and think outside the box. Plus, the incredible talent around me inspires me daily. It’s like being part of a big group of people where everyone is passionate about making magic happen. And I love to be part of this.

LBB> Throughout your time at DAVID, is there any work you’ve been part of that stands out in your memory as especially significant to you? If so, which projects and why?

Carolina> It's difficult to single out just one, however, if I have to choose, I'd highlight our recent Google Android campaign, the ‘iPager’. This project was a game-changer, not only for the brand but also for our team. We tackled challenging topics and pushed creative boundaries. The impact our work had on public discourse was an incredibly fulfilling experience. Moments like this remind me why I love what I do.

LBB> In your opinion, what’s the secret to making a brand relevant in culture? Is there a formula for making that happen?

Carolina> I don’t believe that there is a formula at all, but I do believe that brands which genuinely understand their audience and reflect cultural nuances tend to resonate deeply. Authenticity, connection, a blend of creativity, empathy, and a willingness to listen can lead to that magical intersection where a brand becomes not just relevant, but beloved. And this makes a big difference.

LBB> What kind of a leader are you? How would you describe your approach to leadership?

Carolina> I’d say I’m a supportive and empowering leader. I believe in fostering an environment where everyone feels valued and heard. I love to encourage creativity and collaboration, helping my team members shine in their own unique ways. I think leadership is about building trust and allowing people to take ownership of their ideas, projects, and contributions. When individuals feel empowered to contribute their best work, the entire team benefits.

LBB> How did you figure out what kind of leader you wanted to be – or what kind of leader you didn’t want to be?

Carolina> It's been a journey of discovery, and I'm still learning every day. I've realised that I want to be the kind of leader who uplifts and motivates rather than micromanages. I strive to create a space where people can thrive and feel empowered to take risks. I believe that when people feel supported and trusted, they are more likely to succeed. I try to look for ways to empower my team, giving them the autonomy to make decisions, or simply offering them encouragement and support.

 

LBB> To what extent would you agree with the following statement: ‘It’s never been more difficult for a brand to cut through the noise and get noticed than it is in 2025’?

Carolina> I’d say there’s definitely a lot of noise out there, but with challenges come opportunities. Brands that are authentic and embrace innovative storytelling can still make a difference and get noticed. It’s all about finding that unique voice and connecting with audiences on a personal level. So, while it’s tough, I believe it’s also an exciting time for creativity.

LBB> Finally, what advice would you give a college grad looking for an account management role in 2025?

Carolina> Oh… many things came to my mind. Embrace your curiosity, trust your gut and be fearless. Don’t be afraid to ask the whys and question things. The industry is evolving, so stay adaptable and open to learning. Build genuine connections and seek mentorship. And don’t forget to show your interest and passion for the brand you will work with and creativity in your approach. And, most importantly – be yourself.