A Tribute to Sergio Amado: The Maestro Who Shaped Brazilian Advertising

It is with deep sadness and heavy hearts that we acknowledge the passing of Sergio Amado, a towering figure whose vision and leadership profoundly shaped Ogilvy Brazil, the broader WPP network, and the entire landscape of Brazilian advertising. Sergio wasn't merely a titan of Brazilian advertising; he was a visionary, a mentor, and a force of nature whose impact resonated through the very soul of our industry.

Born in Salvador, Bahia, Sergio Amado began his illustrious career in journalism, a foundation that undoubtedly honed his keen understanding of narrative and communication. This early path soon led him to advertising in his home state, where he quickly demonstrated the persistence, discipline, and dedication that would define his entire professional life. Before taking the helm at Ogilvy, he held pivotal leadership positions at agencies such as Standard Ogilvy & Mather, D&E, DS 2000, and Denison Propaganda, each step building towards the monumental impact he would soon make.

When Sergio became President of the Ogilvy Group in Brazil in January 1997, it marked the beginning of an extraordinary era. His two-decade tenure as CEO wasn't just a period of growth; it was an era of transformation, a golden age where ambition met unparalleled execution. Under his astute guidance, Ogilvy didn't just climb to unprecedented heights; it redefined what an advertising agency could be. He cultivated an environment where iconic campaigns blossomed - campaigns that didn't just sell products, but wove themselves into the vibrant tapestry of Brazilian culture. Sergio understood that true success wasn't just about the bottom line - it was about the relentless pursuit of excellence, fueled by an unwavering belief in the power of creative ideas to not only drive business but to spark societal change.

He kept Ogilvy among the top agencies in Brazil, reinventing its legacy as one of the world's most creative agencies. The agency won hundreds of international awards, culminating in a historic moment in 2013 when Ogilvy Brazil became the first Ogilvy office worldwide to be named Agency of the Year at the Cannes Lions, securing an astounding 35 Lions. Sergio's vision extended beyond Ogilvy's established brand. Another significant milestone in his career was the role he played in the successful launch of DAVID in 2012. His support helped shape DAVID into the creative powerhouse it is today, expanding far beyond Brazil to become a network with offices in São Paulo, Buenos Aires, Miami, Madrid, Bogotá, New York, and London.

His brilliance, however, could not be contained within the walls of a single agency. His influence stretched deep into the global corridors of WPP. He was a trusted voice, a strategic mind whose insights were sought after and valued at the highest levels. As a key figure in strengthening WPP's presence across Latin America, he generously shared the blueprints of Ogilvy Brazil's success, demonstrating that world-class excellence could indeed have a distinctly Brazilian heart. He was a bridge-builder, connecting cultures and fostering a collaborative spirit that elevated all. His leadership extended to the broader industry, as evidenced by his presidency of ABAP from 2001 to 2003.

Within the Brazilian advertising industry, Sergio Amado was more than a leader; he was a statesman. He championed the highest standards of professionalism and pushed the boundaries of innovation. But perhaps his most enduring contribution was his profound commitment to people. Sergio had an uncanny ability to spot raw talent, to nurture it, and to empower individuals to become leaders in their own right. He invested in futures, knowing that the true strength of an industry lies in the minds and hearts of its people.

Sergio Amado's legacy is not etched in stone, but in the countless lives he touched and the generations of professionals he inspired. He showed us that it was possible to achieve world-class excellence without ever losing sight of Brazil's unique spirit. He taught everyone that advertising could be more than just commerce - it could be an art form, a cultural force, and a powerful engine for good.

We remember Sergio as a kind, insightful, and truly brilliant leader. His contributions are not merely a chapter in our history - they are the very foundation upon which much of modern Brazilian communication stands. To his beloved family, his cherished friends, and the vast tapestry of colleagues he inspired across Ogilvy, WPP, and the entire advertising world, we extend our deepest condolences.

Below are reflections from some of those who knew him best:

Fernando Musa, CEO of Grupo Ogilvy Brazil and Founder, Partner, and Chairman of DAVID : "Sergio was much more than a leader; he was a true mentor and friend. He played an essential role in my journey and in the lives of many others who had the privilege of learning from him. He taught us so much through his passion for the work, humor, and generosity. To my pai baiano Sergio Amado, all my gratitude and love."

Horacio Genolet, CEO of Ogilvy Latin America: "Sergio was a mentor to many of us, a unique leader, and an even better person, his departure is a great loss for everyone at Ogilvy. Sergio querido, we will miss you."

Shelly Lazarus, Chairman Emeritus of Ogilvy: "Sergio was Ogilvy Brazil. He built it. He loved it. He made it what it is. Sergio's agency was the first acquisition I made as a brand new CEO. He spoke no English. But he brought me a reel of the most interesting and beautiful work. Steve Goldstein, Sergio and I had dinner, and, despite the language barrier, I knew he was genuine Ogilvy. Beyond being partners, we became fast friends. I loved Sergio. His impact on Ogilvy and the advertising industry in Brazil has been enormous. Never to be forgotten."

Marcos Golfari, former CEO of Ogilvy Latin America: "Unexpectedly, my friend and brother Sergio Amado left us with pain and a void in our hearts. He was the driving force of the Brazilian advertising industry and propelled the Ogilvy brand to the top. We will remember his smile, his openness, and his strength in overcoming adversity. Goodbye, Brother."