Former director general of DPZ in Rio died this Monday (27)
A straight face and a carpeted room never gave anyone authority. All my enemies are free. I don’t earn enough to pay for them. These are just some of the outstanding statements that made Edeson Coelho famous in the advertising market in Rio de Janeiro. Coelho passed away on Monday (27), aged 93.
One of the most creative advertisements in Brazilian advertising was also his: Do like Ford, buy Willys, created when Ford absorbed Willys Overland. Coelho worked for advertisers and media outlets, but it was as director general of DPZ Rio where he had one of the longest journeys of his career.
“I regret the death of Edeson Coelho. I loved him very much and trusted the leadership of DPZ Rio. In fact, he was responsible for the existence of DPZ, because in 1968 he promised to give us the Ford account if we made an agency, but Renato Castello Branco was stronger and prevented the account from leaving Thompson. But DPZ had to continue with its small customers and it took us five years, in 1972, to have a big one, Ita”, recalls Roberto Duailibi, one of the founders of the legendary DPZ.
Coelho received several honors from the market during his career, such as in 1959, when he was elected Advertiser of the Year by the ABP, an entity that, in 1986, also distinguished him with a Special Tribute. In 1993, he was again elected Publicist of the Year by the ABP, the same title given that year by the Rio de Janeiro Columnists Award. Colunistas also awarded him the Professional Contribution Award, in 2012, in recognition of his contribution to the development of advertising activity in the Rio de Janeiro market, throughout his professional career.
