On Tuesday night (13), the advertising and communications market lost one of its greatest references: Octávio Frioli Florisbal, who passed away in São Paulo at the age of 84. With a career spanning more than five decades, Florisbal played a fundamental role in the evolution of advertising in Brazil, leaving a legacy that will be remembered for generations.
Born on May 20, 1940, in São Paulo, Florisbal moved alone to Rio de Janeiro at the age of 15 with the goal of studying at Colégio Pedro II and, later, at Colégio Naval. However, his destiny led him to the world of communications. With a degree in communications and marketing from ESPM, and several specializations in New York, he began his career at J. Walter Thompson in 1961, where he quickly stood out, reaching the position of director of media planning.
This early phase of his career was marked by his work at the leading advertising agencies of the time, such as Norton Publicidade and Lintas Internacional. It was during his time at Lintas in the 1970s that he came into contact with the production of radio and TV programs, knowledge that would be crucial for his future work at Globo.
Luiz Lara, Chairman of TBWA Brazil and President of CENP, expressed his sadness at the loss: “We have lost a Giant! A star! A friend who was always humble, sharing his wisdom and knowledge, always strengthening advertising agencies, always building the advertising ecosystem, always honoring talent. Octavio Florisbal was a gentleman, a brilliant media professional, and a remarkable leader at Globo.”
In 1982, Florisbal was invited to structure Globo’s marketing department, a position that allowed him to create an efficient communication channel between the commercial area and the programming, creative, production and journalism sectors. His leadership was crucial during the 1990s, when, in the midst of an economic crisis, he was appointed commercial superintendent of the broadcaster, professionalizing the model for marketing advertising space.
Creative Clovis La Pastina shared a personal memory that illustrates Florisbal’s humility and curiosity: “In 1997 or 1998, he invited the entire team that was pioneering the internet at McCann Worldgroup to a nice lunch at Globo’s headquarters. He wanted to know everything, as if he were six years old. That gentleman humbly wanted to learn from us. That day, we ate and drank the best of the best. But he was the one who really ate.”
Florisbal’s dedication to innovation and his ability to adapt to changing times were recognized in 2009, when he received the Personality of the Year award from the Brazilian Advertising Association. His contribution was fundamental in consolidating Globo among the largest broadcasters in the world, both in terms of audience and revenue.
The Brazilian Association of Radio and Television Broadcasters (ABERT) deeply regretted the loss of the executive, highlighting that “Florisbal’s dedication and competence leave a legacy in the development of communication in the country. Octávio Florisbal also made an important social contribution, leaving behind a work of assistance to needy children, especially those with mental problems.”
In 2002, Florisbal took on the role of interim CEO of Globo, becoming the new CEO in 2004. During his tenure, which lasted until 2012, he consolidated the broadcaster as one of the largest in the world. The following year, he joined the Board of Directors of Organizações Globo, where he remained until 2017.
Regina Augusto, CEO of CENP, highlighted Florisbal’s importance to the industry: “Having worked in the advertising market for over 25 years, I have had the honor of witnessing Octavio’s important influence, which has contributed in an exemplary manner to CENP and the entire advertising industry. In addition to his professional achievements, Octavio’s legacy is enriched by his kindness, wisdom and diplomacy.”
In recent years, now a widower, Florisbal dedicated himself to the Helena Florisbal Institute, founded in honor of his wife, which provides social assistance to vulnerable children. His life was an example of commitment to others, both in his career and in his social actions.
Luciano Huck, presenter and showrunner, also paid tribute, remembering the importance of Florisbal in his own career: “I leave here my affection, gratitude and good memories of Octavio Florisbal. Someone who was important in building my career in television. He trusted and believed in my work and in the way I see life and the world.”
Florisbal’s wake will take place on the afternoon of this Wednesday, the 14th, at the Morombi cemetery.
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