The World: Sao Paulo - Clios hand Lifetime Achievement Award to Serpa

Marcello Serpa, South America's most acclaimed agency creative chief, will receive the Lifetime Achievement Award at the 49th annual Clio Awards Festival.

Serpa, the general creative director of AlmapBBDO in Sao Paulo, was the first Latin American to win a Grand Prix at Cannes, where his agency has twice been named Agency of the Year.

Tony Gulisano, the Clio Awards managing director, said: "We've chosen him because of his leadership, integrity, passion and vision."

Previous Lifetime Achievement Award winners include John Hegarty, the Bartle Bogle Hegarty chairman and worldwide creative director.

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