Brazil has one of the best media industries on the planet in terms of social response. Brazilians are heavily influenced by media campaigns, and no one knows that better than the Duda Melzer, the CEO of the RBS media group based in Porto Allegra. Melzer is one of the top marketing executives in the country. He knows how to stimulate awareness, and RBS does that on an ongoing basis. Institutional campaigns are one of the RBS Group’s most powerful as well as traditional actions. RBS is invested in Brazil social traditions, and all of the television, radio, newspapers, magazines and other RBS holdings participate in various campaigns.
Duda Melzer, the Harvard-educated marketing wiz, is not afraid to get his company involved in issues like road safety, drug abuse, child protection and other important social issues. The RBS campaigns have produced excellent results, and they constantly put RBS and Duda Melzer in the public’s thoughts.
The RBS campaign “Love is the Best Inheritance, Take Care of the Kids” was launched in 2003, right before Duda returned from the United States. RBS calls that campaign, “O Amor é a Melhor Herança, Cuide das Crianças,” and it highlights the importance of caring for children and teenagers. The marketing team at RBS originally developed and featured five lovable monsters called the Bogeyman, the Witch, the Headless Mule, The Devil and the Black Face Ox. A sixth monster was introduced at the end of 2003 called the Bad Wolf. That campaign shows how the RBS Group uses fairy tales, and vintage children’s stories to get their point across. Melzer believes the response from the people shows how important the RBS campaigns are for his giant conglomerate and for society.