Aldo Della Rosa and Willy Haas Filho


Aldo Della Rosa and Willy Haas Filho, General Manager of the Globo Media

Willy Haas Filho was born on November 9, 1951, in Cachoeiras do Sul, RS. Son of a civil servant and a housewife, he graduated in business administration. Between 1971 and 1975, he worked at the company Pereira de Souza as a commercial representative of media vehicles. He spent the next three years on TV Difusora. In 1978, he was invited to work in the new Globo office in the South.

In 1986, he was promoted to commercial director of the office, which then covered the three markets of the region: Paraná, Santa Catarina and Rio Grande do Sul. With the rise, the administrator found himself ahead of the new challenge of running a much larger office , With more customers, three venues and vendors in Paraná, Santa Catarina and Rio Grande do Sul. At that time, sponsorships were already commercialized, in addition to commercial breaks.

During this period, Willy Haas participated in an intense technological modernization process in the Marketing department. He witnessed the moment when the splits of commercial breaks ceased to be mapped by hand; As well as the emergence of equipment that organizes mass communication services.

In 2000, he took over the general direction of Central Globo de Comercialização (CGC), where he remained for four years, strengthening ties between customers and products and working on the definition of advertiser policies.

Invited by the then commercial superintendent Octávio Florisbal, he transferred to Sucom (commercial superintendence, then Directorate General of Marketing) in 2004. There, he participated in several important regulations for the market, such as the decision to buy Interpro to take care of the Formula 1 contracts; And the pre-closing of packages with large companies for large sporting events such as Cup and Olympics.

Willy Haas’ work also includes the negotiation of merchandising, multiplatform products, institutional projects, programs linked to Globo Internacional and to the cinema (Globo Filmes). In 2013, he became director general of Marketing at Globo.

Willy Haas has won several awards in her career. In 2009, he received from the Brazilian Association of Advertisers the Libertae trophy – ABA Award for Contribution to Propaganda. In 2008, he was honored with the title of Latin American Advertiser by the Gramado Advertising Festival. In 2006, he was chosen Destaque Profissional, in the Executive category of Vehicle, by the Brazilian Association of Propaganda.

In 2015 he was elected patron of the World Advertising Festival of Gramado, was honored with the Rooster of Gramado and with the plaque of the City Hall of Gramado for the golden jubilee of TV Globo.

In 2017 Willy received in the Festival of Gramado the homage Latin American Citizen of the Communications of Gramado.

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