March, 2026.- In the high-stakes 2026 New York advertising scene, few names carry the blend of humility and creative firepower that Ricardo Franco does. Following a stellar run at BBH and having made his mark in markets like São Paulo and Madrid, Franco joins BBDO New York with a clear mandate: to raise the bar for legendary brands like Budweiser and Michelob ULTRA. His arrival comes at a peak moment for Budweiser, whose Super Bowl LX ad, “American Icons,” recently secured the No. 1 spot on USA Today’s Ad Meter. For Ricardo, success isn’t a fluke but the result of a “puppy-dog level of enthusiasm”—as Michael Aimette describes it—that allows him to find gold even in the most modest briefs. His international perspective gives him a unique edge: the ability to inject Brazilian spirit, energy, and joy into the heart of American advertising.

In this exclusive interview with Roastbrief, Ricardo Franco opens up about his leadership philosophy, comparing his passion for advertising to a tennis player’s devotion to the sport: it’s not just about the trophies, but the joy of “hitting the ball” every single day. Franco breaks down what BBDO’s ambition to “Do Big Things” means operationally, ensuring that work must be, above all, fun, memorable, and business-impacting. From his insights on the resilience learned in the Brazilian market to his commitment to maintaining AB InBev’s momentum, discover how this creative leader plans to shape the future of BBDO NY, proving that when passion meets opportunity, the result is inevitably iconic.

1. From BBH to BBDO: You’re joining BBDO New York from BBH New York, another iconic creative agency. What drew you to BBDO at this moment, and how does the creative culture and ambition here differ from what you experienced previously?

First of all, how lucky am I to have had the chance to work at BBH and now at BBDO New York?

I got into this business admiring the work that came out of BBDO New York: FedEx, HBO, Foot Locker, GE, Sneakers… the list goes on. It’s an agency that has shaped what great advertising looks like.

And I’ve long admired what Michael Aimette (Chief Creative Officer), Emma Armstrong (CEO), and Todd Sussman (Chief Strategy Officer) have been building. So when the opportunity came to join them and be part of that momentum, it was impossible to say no.

2. Leading the AB InBev Portfolio: You’re leading creative for the agency’s AB InBev business, including Budweiser and Michelob ULTRA. Budweiser’s Super Bowl LX ad, “American Icons,” just took the No. 1 spot on USA Today’s Ad Meter. How do you maintain that momentum and continue to raise the bar for one of the world’s most iconic beer brands?

When you look at the work Budweiser and Michelob ULTRA are doing, as a creative, you think: I wish I could work on those brands.

And now I get to. (Again, very lucky.)

So having the chance to push the work even further and drive business results for some of the most iconic brands in the world is really exciting.

3. The Brazil-to-New York Creative Lens: You’ve built your career across São Paulo, Madrid, and New York. How has that international journey shaped your creative perspective, and what does a Brazilian creative leader bring to American advertising that might be different from a homegrown perspective?

Living and working in Rio, São Paulo, Madrid, and New York definitely changes your perspective. Different cultures change how you see people, stories, and humor. And that naturally shows up in the work.

As for being a Brazilian creative leader, I recently heard a quote from Steve Kerr (head coach of the Golden State Warriors) that captures it well:

“I’d recommend all Brazilians for a locker room. There’s a culture of spirit, energy, and joy in Brazil. You can just feel it.”

That energy, positivity, and resilience are things I try to bring into both life and work.

4. Turning Small Briefs into Big Things: Michael Aimette described your “crazy, almost puppy-dog level of enthusiasm” and your ability to find “great opportunities in every brief, even the smallest ones.” How do you approach a brief that might seem modest or constrained and find a way to turn it into something significant?

I think part of that mindset comes from starting my career in a market like Brazil.

If you sit around waiting for the “big brief,” it might never arrive. So you learn to look for opportunities everywhere.

More often than not, if you look at the problem differently, you can find something interesting and turn it into something much bigger than it initially seemed.

5. Ranked #5 Globally: You’ve been ranked the 5th most awarded Creative Director globally by Cannes Lions. What does that recognition mean to you, and how does it inform your leadership philosophy? Do you actively pursue award-worthy work, or do you see awards as a by-product of doing the work right?

Despite being more of a Roger Federer fan, there’s a quote from Novak Djokovic that I love: “I can keep playing at this level because I like hitting the tennis ball.”

That’s how I think about the work. I’m always excited about the next brief. It’s a fresh opportunity to make something great.

And don’t get me wrong: Winning awards is great, and I hope to win more. But what I really love is hitting the ball.

6. “Do Big Things”: You mentioned that BBDO’s ambition to “Do Big Things” drew you to this role. What does “Doing Big Things” mean to you creatively, and what can we expect to see from BBDO New York under your leadership in the coming year?

As a creative, how can you not get pumped about working at a place that wants to Do Big Things?

It’s about creating work that’s fun, memorable, culturally impactful, and that drives real business results.

I couldn’t be more excited about what’s ahead, and I truly believe we’re going to Do Big Things here.