Tiago Abreu is Chief Creative Officer at GUT São Paulo, where he has been since the office opened, helping shape its creative success from the very beginning, both as a creative and as a leader. Over a career spanning more than 20 years, he has created solid, culture-shaping work for major local and global brands.

A copywriter by background and a creative by nature, Tiago has won more than 50 Cannes Lions, including 3 Grand Prix, along with top honors at the industry’s major global award shows. In 2025, he was named one of the 5 most awarded ECDs at Cannes. He has also played a key role in establishing Mercado Livre as one of the most creative brands in the world, ranking as the #8 at Cannes in 2025.

Among the standout campaigns he has helped create are The Debut for Budweiser, Research My Body for O Boticário, and New Iconic Kisses, Feed Parade, Handshake Hunt, Best-Seller Constitution, Call of Discounts, and Coupon Rain for Mercado Livre.

Tiago believes in the power of insights not yet uncovered, unexpected executions, and solid strategy working together. For him, that is what allows ideas born anywhere to become part of culture and compete at the highest level with the best work in the world.