EMERSON
BRAGA
COPYWRITER / CREATIVE DIRECTOR
Hi, how are you?
I’ve been working with ideas for quite a while now, long enough to know that portfolios usually tell only half the story.
Nothing against that. Creative direction is also a vital part of the process. I’ve been in that role for many years and I’m proud of it. But here, I decided to do things differently.
A site dedicated to the work that carries my signature as a copywriter.
It’s a personal choice, almost a creative experiment: to revisit ideas born from scratch, from notebooks, from chaos, from thought, and from the drive of someone who truly loves solving problems with something new.
It’s a portrait of my journey, from someone who believes that writing, thinking, and creating are still the best verbs in our craft.
At its core, I believe this space is as much for me as it is for you. Because sometimes, when we step onto bigger stages and take on bigger roles, we risk losing sight of the way back. This site is also my way of remembering.
If you’re here to see what I’m capable of creating, great. You’re in the right place.
(And if you’d like to talk about leadership, strategy, or creative direction, I promise I know a fair bit about that too. But for that, let’s grab a coffee.)
Professional Experience
In over 25 years of career, I’ve worked at only three agencies. I’m a loyal guy. I started in Bahia, as a copywriter at OCP, a small but bold agency that loved to compete with the big names in the Northeast.
Then I spent seven years at McCann Erickson Lisbon, fulfilling the dream of creating for brands like Coca-Cola, L’Oréal, Microsoft, TAP, Sagres, and EDP.
In 2008, we won McCann Lisbon’s first Cannes Lion. Since 2010, I’ve been at Propeg, where I currently serve as Chief Creative Officer, leading teams across five states and creating for clients like Petrobras, Caixa, Embratur, Ministry of Tourism, Oi, 3M, Neoenergia, among others.
Throughout my career, I’ve had the opportunity to win awards such as Cannes Lions, Clio Awards, One Show, Eurobest, London International Awards, Epica, El Ojo de Iberoamérica, Wave Festival, Clube de Criação (formerly CCSP), Profissionais do Ano Rede Globo (Regional and National), SBT’s Best Commercial in Brazil, 45 features in Lürzer’s Archive (including a cover), Prêmio Colunistas, among others.
As individual recognition, I was twice named Copywriter of the Year in Portugal, three times Advertising Professional of the Year at Prêmio Colunistas North/Northeast, and twice Advertising Professional of the Year at Prêmio Colunistas National (2024/2025).
I’ve also served as a juror at some of the world’s top advertising festivals, most notably Cannes Lions.
Recognition as a copywriter:
Cannes Lions – 6 Lions, including a Gold in 2013 for “You are not Sketch” (Star Models), a Silver in Film in 2018 for “True Colors” (GGB), and 4 Bronzes for Amnesty International, Roche, Farmácias Santanna, and Lojas Insinuante across categories like Print, Outdoor, and Direct. Plus 32 shortlists.
Clio Awards – Bronze in 2023 in Film for “Second Chance” (Instituto Responsa). Plus 4 shortlists.
The One Show – 2 Bronze Pencils in 2009 for “Anti-Stress Balls” (Roche) and “Is not Human” (Amnesty). Plus 12 shortlists.
Eurobest – Silver and Bronze in 2009 for “Is not Human.” Plus 6 shortlists.
New York Festivals – Gold and Bronze for the same campaign. Plus 9 shortlists.
El Ojo de Iberoamérica – 17 awards between 2006 and 2024, including 5 Golds for Amnesty International, Roche, Salvador City Hall, and campaigns like “Expiration Date” and “Olive.” Also awarded for work with GGB, Halitus, Dr. Shampoo, and Acbeu. Plus 22 shortlists.
Wave Festival – Bronze in 2019 for “Ventriloquist.”
Profissionais do Ano Rede Globo – 6 awards, including National Winner in 2024 for “Demissão” (GGB). Plus 14 finalists.
Clube de Criação (CCSP) – Silver and Bronze Stars, and 23 entries featured in annuals from 2003 to 2024 for work with ANJ, GGB, Salvador City Hall, Acbeu, among others.
Lürzer’s Archive – Cover of the 2019 edition with “Wet Dogs” and 32 works published.
Clube de Criativos de Portugal – Best Copywriter in 2007 and 2008.
Prêmio Colunistas – Advertising Professional of the Year (Northeast/North) in 2013, 2015, and 2018, and National Advertising Professional of the Year in 2024 and 2025.
Agency of the Year – North/Northeast in 2012, 2015, 2018, 2020, 2021, 2022, and 2023.
Agency of the Year – Brasília in 2015, 2019, and 2022.
National Agency of the Year in 2019.
Jury
- Cannes Lions Jury 2015
- New York Festivals Jury 2008
- New York Festivals Jury 2014
- El Ojo Iberoamérica Jury 2012
- El Ojo Iberoamérica Jury 2016
- Clube de Criação (CCSP) Jury 2015
- Clube de Criação (CCSP) Jury 2024
- Clube de Criativos Portugal Jury 2007
- Clube de Criativos Portugal Jury 2008
- Clube de Criativos Portugal Jury 2009
- Eurobest Jury 2008
- Profissionais do Ano Jury 2014
- Profissionais do Ano Jury 2019
- Best Regional Commercial Brazil SBT Jury 2019
Contact:
Tel: +55 71 99958-5481
Email: bragaemerson73@gmail.com
Instagram: @braga_emerson73
LinkedIn: https://www.linkedin.com/in/emerson-braga-0aa10b348/