Sérgio Reis, Brazilian advertiser who modernized the sector, passes away at the age of 87 after a legacy with a Golden Lion at Cannes

Brazil lost one of its most brilliant minds in the field of advertising: Sérgio Reis, a renowned 87-year-old professional, passed away this Monday (15). The news of the death of the publicist, one of the most emblematic figures in national communication and holder of the prestigious Golden Lion, was confirmed by his family. To date, the exact circumstances of his death have not been publicly disclosed.

Considered a visionary in the market, Reis was fundamental to the modernization of advertising in the country, introducing strategic and innovative approaches. His departure generated a wave of grief and tributes among colleagues in the profession, who highlighted his continued role as a guide to new talent and a tireless defender of ethics in the relationship between agencies and advertisers.

Born in the capital of São Paulo, the executive began his professional journey in the effervescent 1960s. Over more than half a century of a remarkable career, he stood out for his unique ability to integrate engaging narratives with rigorous analysis of market data, creating campaigns that became references.

The recognition of his work in Brazil and the awards in Cannes

During his career, Sérgio Reis collaborated with some of the most emblematic brands in the automotive, beverage and retail segments. The excellence and originality of its campaigns were consistently awarded, culminating in winning the coveted Golden Lion, one of the most important awards at the Cannes International Festival of Creativity.

In addition to his achievements in advertising, Reis was also a leader in social responsibility initiatives, promoting significant campaigns in areas such as traffic safety and environmental awareness. His vast impact on society earned him, in 2015, the title of Personality of the Year by the Brazilian Advertising Association (ABP), a recognition of his influence.

Even after moving away from the daily life of large agencies, the advertiser remained active and present in the market, dedicating himself to lectures and acting as a specialized consultant, sharing his vast experience and knowledge.