Brazil says goodbye to a promotional marketing icon this Wednesday (7). Jorge Emlio Medauar Junior, better known as Jorginho Medauar, passed away after a battle with cancer that began in August last year. Jorginho was a recognized professional in the market, with a career that includes stints at companies such as Incentive House, Grupo Privia, MCI Brasil and the presidency of the Instituto da Felicidade.
During the pandemic, Jorginho created Coopera Cria, an agency that brought together freelance professionals, providing a professional and financial perspective for people whose careers were impacted during that period.
A frequent collaborator of the Conecta Eventos Group, in recent years he has signed several of the company’s projects. Among other works, he was responsible for the Prmio Caio and Frum Eventos campaigns in recent years.
Life story
Born in Pernambuco, son of the poet Jorge Medauar, Jorginho spent his childhood in Ilhus, Bahia, where through his father’s influence, he lived among the cream of Bahian culture, among writers, advertisers and artists, such as Jorge Amado, Zlia Gatai, between others.
“Even as a child [em Ilhus] I made the sea my refuge. It was there that I found the perfect place to write my poems, that’s how I learned to transform beach sand into a notebook”, he said in an interview with Revista Eventos.
He began working in Communications at the age of 15, at Jornal da Tarde de Ilhus. Soon his text began to attract the attention of advertising agencies, when he was invited to work at CBBA (Castelo Branco Borges & Associados), where he remained until he was 20 years old. He was soon recognized, winning awards in Salvador for his campaigns. “Then I was adopted by Publivevendas, and I fell in love with the sector.”
In 1993, in So Paulo, he joined the Incentive House team, one of the pioneers in incentive marketing in Brazil. He only left the company after more than 20 years there.
As Creative Director of Incentive House, Medauar made one of his first contributions to the Caio Prize, signing the campaign for the 2004 edition, which revolutionized the communication of the “Oscar dos Eventos” with the market.
After leaving Incentive House, he began to collaborate with some of the main live marketing companies in the country, such as RST Com, Grupo Prvia and MCI Brasil.
In 2020, during the Covid-19 pandemic crisis, he founded Coopera Cria, in his words, “the first communication and live marketing startup with purpose”. With the motto “Agency quality at a freelancer price”, Jorginho created Coopera Cria bringing together highly qualified professionals from the field of communication, live marketing and events, who at that time were being highly impacted by the financial and emotional effects of the pandemic: art directors , video producers, planners, social networks, writers, event organizers, among others.
From 2023 onwards, Coopera Cria became the official agency of Grupo Conecta Eventos, with Jorginho signing the campaigns for the Prmio Caio 2022 and 2023, Frum Eventos 2023, among others.
In addition to Coopera Cria, in recent years Jorginho Medauar Jr. has been working individually with some of the main live marketing and incentive agencies in the country, such as Expertise Group and Nossa Praia.
Goodbye to the cone
Medauar passed away in João Pessoa, Paraíba, alongside his wife Carla, son Caio and sister Matilde. He will be cremated today and, according to his wishes, his ashes will be scattered at sea.
God made me small, so I would know the measure I am. I am a little bit of everything I lived, dreamed and desired, from the Great Jorginho Medauar Jr.
The cremation ceremony will be held at the Crematário Caminho da Paz in Cabedelo, metropolitan region of João Pessoa/PB, the city in which Jorginho chose to live his last years. The cremation ceremony is scheduled for 6pm.
*With information from Portal Eventos
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