Advertiser died this Sunday (13), in Rio de Janeiro
Friends and market professionals took to social media on Sunday night (13) to pay tribute to Washington Olivetto, who died in Rio de Janeiro, aged 73.
Chairman of McCann Worldgroup for WMcCann, Hugo Rodrigues wrote that “we have lost the biggest name in advertising of all time. An irreparable and impossible to describe loss.”
Sergio Gordilho, co-president and CCO of Africa Creative, said that without Washington there would be no advertising in Brazil. In a post on Instagram, Gordilho also wrote that, without Olivetto, Brazil would not be celebrated for its creativity and Cannes would be the Guarujá of France.
Erh Ray, CEO & CCO of BETC Havas, mourned the loss and highlighted that Olivetto was the reason many chose advertising as a career. The executive also said that WO put Brazil on the map of global creativity, ‘showing that business and creativity go hand in hand’.
“With memorable works such as ‘O Primeiro Bra’ and ‘O Garoto da Bombril’, he was a visionary in realizing that advertising and popular culture needed to go hand in hand. And he transformed being an advertiser into a source of pride. His legacy transcends awards and shaped our industry. The void it leaves is immense, but its impact is eternal”, he said.
Marcello Serpa, former partner and creative director at AlmapBBDO, stated that Brazilian advertising is becoming an orphan.
Filipe Bartholomeu, partner, president and CEO of AlmapBBDO, stated that Brazil would not be what it is in the world of music without Tom Jobim, as well as in the world of advertising without Washington.
“He opened the way for creatives, businesspeople, an industry, an entire country to come later. A light went out inside me and all of us. I say this as an advertiser, a Corinthian fan but, above all, a Brazilian.”
Founder and creative director of F/Nazca Saatchi & Saatchi, Fabio Fernandes posted a photo with Olivetto and wrote ‘Go in peace, my friend’.
Paulo Marinho, CEO of Globo, classified Washington Olivetto as one of the geniuses of the Brazilian creative industry “and one of Globo’s main partners in building a powerful, relevant and innovative national advertising market. We will miss his fantastic ability to understand, interpret and communicate with Brazil, through memorable campaigns that inspired and moved generations”, wrote the executive.
For Vitor Barros, CEO of Propeg, Washington Olivetto will always be remembered as one of the great masters of advertising, not only in Brazil, but in the world.
“He inspired us to believe in the power of great ideas and to seek the genius simplicity that marks his legacy. His contribution to Brazilian advertising was gigantic, paving the way for generations of creatives and leaders who recognize in their campaigns an eternal lesson in innovation and creativity”, said the executive.
João Dabbur, general director of Magna, Mediabrands’ negotiation and intelligence unit, stated that, in addition to being a ‘creative genius’, WO was a businessman like few others.
“He helped create and for decades guaranteed the stability of our market’s business model. With this, we owe the current size and relevance of Brazilian advertising to him,” he said.
