He studied Economics and post graduated in European Studies. He always says he is an advertising person by vocation and a manager by necessity. After working in banking in the nineties, he moved to J. Walter Thompson as an Account Manager and hasn’t left advertising ever since. He eventually became shareholder and CEO of Bates Red Cell then Y&R and now VMLY&R.
He is also chairman of the Portuguese Association of Advertising Agencies. He was born in Angola. As a passionate and avid book reader, he was the anchor of a TV show about books. He has 4 children and the soul of a sportsman. Recently he stopped driving and choses more sustainable means of transportation.