Why This Executive Left Behind Advertising to Rebrand a TV Network

At DDB Brazil, Sergio Valente won the Cannes Agency of the Year 4 times

RIO DE JANEIRO – Five years ago, when Carlos Schroder was named CEO of Globo, South America’s largest TV network and production company, one of his first jobs was to rethink the 50-year-old brand. He didn’t do it because the Globo brand was suffering. In fact, Globo is one of the strongest brands in Brazil.

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