- Source: Roberto Duailibi
Roberto Duailibi (born October 8, 1935, in Campo Grande, Brazil), is a Lebanese-Brazilian advertising executive originally from Zahlé.
Biography
After graduating with a degree in advertising from Escola de Propaganda de São Paulo in 1956, Roberto Duailibi began working as a publicist. He began his career in advertising in 1952 at the Colgate-Palmolive company. In 1956, he worked as a copywriter for advertising agencies such as Companhia de Incremento de Negócios (now part of Leo Burnett Worldwide), J. Walter Thompson, McCann Ericson, and Standard Propaganda, where he was the Creative Vice-President.
In 1968, with José Zaragoza, Francesc Petit, and Ronald Persichetti, he co-founded the DPZ advertising agency. He was awarded the "Advertiser of the Year" in 1969 by Prêmio Colunistas.
Roberto Duailibi was a course director at the Escola Superior de Propaganda e Marketing in São Paulo before becoming the dean of the Institution Council. He was also a Creative Professor at the Escola de Comunicações e Artes of the University of São Paulo.
He was chair of the Brazilian Association of Advertising Agencies (ABAP). He is an advisor of Fundação Bienal de São Paulo, Fundo Social de Solidariedade of the São Paulo State Government, and Chairman at the Fundação Cultural Exército Brasileiro.
He released a book, Criatividade & Marketing, with Harry Simonsen Jr., and also published a book of his quotes, initially called Phrase Book. In 2005, he published Cartas a um Jovem Publicitário directed toward young advertising professionals. In 2008, he published the a further collection of quotations, Idéias Poderosas with Marina Pechlivanis. In the same year, he also launched a new edition of Criatividade & Marketing, with a digital version of the Heuristic Ruler.
Bibliography
2008 Criatividade & Marketing, Roberto Duailibi & Harry Simonsen Jr. Editora M Books. isbn: 978-85-7680-039-2
2008 Idéias Poderosas - Felicidade, Roberto Duailibi e Marina Pechlivanis. Editora Elsevier
2008 Idéias Poderosas - Inteligência, Roberto Duailibi e Marina Pechlivanis. Editora Elsevier
2008 Idéias Poderosas - Negócios, Roberto Duailibi e Marina Pechlivanis, Editora Elsevier
2005 Cartas a um jovem publicitário. Editora Campus
2005Duailibi Essencial. Roberto Duailibi e Marina Pechlivanis, Editora Campus
2000 Duailibi das Citações. Editora Arx
References
DUAILIBI, Roberto. Cartas a um jovem publicitário. Editora Campus, São Paulo, 2005.
DUAILIBI, Roberto & SIMONSEN JÚNIOR, Harry. Criatividade: a formulação de alternativas em marketing. São Paulo, Abril S/A, McGraw-Hill, 1971.
MCCARTHY, E. Jerome. Marketing. Rio de Janeiro, Campus, 1982.
BREZZO, R & COBRA, M. New Marketing. São Paulo, 2009.
KIRKPATRICK, Jerry. In defense of Advertising. Claremont, CA, 1997.
External links
Website of the advertising agency with its history and icons of the Brazilian advertising
Website of Faculdade Cásper Líbero with data on the Brazilian advertising history
Interview to CPDOC/FGV
Interview to a Brazilian University - PUC
Interview to an advertising website
Brazil-Arab News Agency