Q&A: Globo's CEO on How the Latin American Media Giant Is Competing With Netflix

Plus, the challenges of the Brazilian ad market and international growth

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Carlos Schroder was as surprised as anyone when, five years ago, his billionaire boss, Roberto Marinho, a scion of the family that’s the majority owner of Grupo Globo, tasked him with running the crown jewel of the company—Globo Network.

“I had no experience of management as an executive of a company,” said Schroder, who spent more than 25 years in Globo’s news division. “I was only a journalist.”

From his corner office at Globo’s headquarters in Rio de Janeiro in August, Schroder spoke with Adweek about how he’s taking the iconic Brazilian media brand into the future, how he’s competing with Netflix and the legacy of the Olympics in Rio.

“I would say that if today there were a new discussion, Brazil would never host the Olympic Games,” he said.




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