”The most powerful thing we will always have is our intuition”

”The most powerful thing we will always have is our intuition”

Rafael Rizuto, Dentsu Creative’s LATAM & US CCO, discusses his creative journey, taking him to Dubai, and now back, ahead of his judging at the Dubai Lynx next week.

Rizuto will be leading the juries for the Brand Experience & Activation and Creative Commerce awards at Dubai Lynx.

Your creative career began in Dubai in 2007. Can you tell us what took you there, and what brings you back?

It was one of those decisions where I wasn’t in the driver’s seat. I had never left Brazil before. Nor did I have a passport, or speak any English. But the opportunity arose and something inside me told me to go. It was a decision that changed my life.

Nowadays everything tells you to follow the data, to trust the tech. But the most powerful thing we will always have is our intuition.

It’s an honor to go back to Dubai after all these years to chair two of the most interesting categories of the prestigious Dubai Lynx. It feels like a homecoming.

Brand Experience & Activation and Creative Commerce are both hugely important categories within brand building today. What will you be looking for as Jury president?

Simple: work that works. I am also really looking forward