Advertising##F/Nazca Satchi & Satchi: "Under the dictatorship of the image" By Claudia Penteado##Meet the F behind one of the leading Brazil advertising agencies: Fabio Fernandes, a relentless creative who seeks revolutions, be it in print or TV, questions the relevance and tools of branding strategy. He claims he doesn't care if the consumer doesn't know who he is, but we think he is a bustling personality full of (e)go certainly worth getting to know.