Co-Founder & Executive Creative Director, Coming Soon, Portugal
Marcelo Lourenço is one of Portugal’s best-known creative leaders, a copywriter, entrepreneur, and co-founder of the independent agency Coming Soon. He has been working in advertising and marketing for over 35 years, creating campaigns for leading brands in Brazil and Portugal.
He gained widespread recognition for the “Despicable” video—a social anti-racism campaign that became the most-viewed Portuguese advertising video in YouTube history. Together with Pedro Besiga, he has formed one of the country’s most award-winning creative duos, and the agency they founded, Coming Soon, has repeatedly been named Independent Agency of the Year in Portugal.
Marcelo’s work has been recognized at major international festivals, including Cannes Lions, El Ojo de Iberoamérica, the Epica Awards, and other prestigious industry awards. He also has significant experience serving on the juries of international competitions, including ADCE, Eurobest, New York Festivals, El Ojo de Iberoamérica, the PHNX Awards, and Creativepool Annual. In addition to his work in advertising, Marcelo is an illustrator and writes his own column for Marketeer Magazine, remaining one of the leading figures in the Portuguese creative industry.