The well-developed media market in Brazil is getting a lot of attention. Brazil has four very large media companies, and they all are controlled by families that have been in the business for decades. Duda Melzer, the current Chief Executive Officer of the RBS Group in the South of Brazil, is a member of one of those families. Melzer is a media baby. His grandfather, Mauricio Sirotsky Sobrinho, and his uncle, Nelson Pacheco Sirotsky, have been grooming Duda for that position for years. But Duda didn’t need a lot of grooming after graduating from Harvard with a Master’s degree. He decided to get media experience in the United States before he returned to Brazil.
Melzer is a born entrepreneur. He was named president of the boutique media company, Box Top Media, and he spent time in New York while he held that position. But Brazil and the RBS Group was in his blood, so he returned to Porto Alegre, and became the national marketing director for the RBS Group. Duda also tried his hand a franchising when he invested in the Sweet Sweet Way franchise. No matter what Melzer touched it seem to turn to gold.
In 2012, Duda took over for his uncle Nelson as the CEO of the RBS Group, and the company continued its extraordinary growth pattern. Melzer knew the future of the media industry was in the digital sector, so he invested in a digital company in Sao Paulo. He also realized that magazines were taking the place of newspapers in several areas of the country, so he made sure the RBS Group got into the magazine business.
Duda Melzer has been instrumental in creating a modern day media giant that controls 24 radio stations, 18 televisions stations, and nine newspapers. The RBS has more than 6,500 employees and the company employees the largest number of journalists in Brazil.