From the age of 14, Ricardo has been deeply involved in the RDLB Agency, working alongside his father and their Creative Director, Aristides Silva, from the agency’s inception. From day one, his role has centered on investigation and research, rooted in a profound understanding of human psychology. With a firm believe that every successful campaign or business communication hinges on one crucial element: the insight that drives it.

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The first moment that proved his worth at the agency came during his freshman year at Fordham University, when the agency was then working on concepts for their client Moss Construction’s internal communications. Moss wanted to ensure that their talent felt appreciated, cared, and honored, while many creative concepts were discussed, one idea that came to Ricardo during a carbide with his father in New York was letting the employees themselves be the spotlight. Instead of describing or talking for the employee’s he thought the agency should position the employee’s as the rock stars they are. From that idea came the successful campaign “The Faces of Moss,” a series of interviews with the employees across Moss to share their stories, challenges, and inspirations, that would be displayed every month across the job sites. This created a sense of community for the employees who gathered around every month to celebrate the stories of their fellow coworkers, while also inspiring individuals in the company to give it their all, with the reward that their efforts and achievements would be celebrated across the country in the many job sites Moss operates.

 

Another standout example from Ricardo’s work is with the client Better Not Younger. While they came to the agency armed with extensive insights from various consulting firms, RDLB’s unique approach went deeper. RDLB recognized that the target audience—fulfilled, older women—didn’t need a reminder of their hair's decline. Instead, they reframed the narrative to focus on how Better Not Younger elevates their already rich lives with healthier, more vibrant hair. It wasn’t about turning back the clock but enhancing their confidence and aligning their external appearance with their inner fulfillment.

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This example underscores Ricardo IV’s philosophy: understanding the core emotional and rational levers that guide human behavior.

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In a world overflowing with information and multiple "truths," his role is to distill these complexities into actionable insights that shift perceptions and drive behavior.