The Higher School of Advertising and Marketing ( pt, Escola Superior de Propaganda e Marketing, ESPM) is a private

higher education Higher education is tertiary education leading to award of an academic degree. Higher education, also called post-secondary education, third-level or tertiary education, is an optional final stage of formal learning that occurs after comple ...

institution in

Brazil Brazil ( pt, Brasil; ), officially the Federative Republic of Brazil (Portuguese: ), is the largest country in both South America and Latin America. At and with over 217 million people, Brazil is the world's fifth-largest country by area ...

. Its undergraduate course in

Advertising Advertising is the practice and techniques employed to bring attention to a product or service. Advertising aims to put a product or service in the spotlight in hopes of drawing it attention from consumers. It is typically used to promote a ...

is consistently ranked the best in Brazil.

History

The school was founded by Rodolfo Lima Martensen, a Brazilian radio host and advertising executive, at the request of media mogul

Assis Chateaubriand Francisco de Assis Chateaubriand Bandeira de Melo (pronounced ), also nicknamed Chatô (October 4, 1892 – April 4, 1968), was a Brazilian lawyer, journalist, politician and diplomat. He was founder and director of the then main press chain o ...

, owner of

Diários Associados The Diários Associados, or Associated Dailies, are a union of Brazilian communication media created by Assis Chateaubriand. Diários Associados owned Rede Tupi, the first Brazilian television network, through its affiliate, the Rede de Emissor ...

, at the time the largest media conglomerate in Brazil, and Pietro Maria Bardi, then director of the

São Paulo Museum of Art The São Paulo Museum of Art ( pt, Museu de Arte de São Paulo, or ') is an art museum located on Paulista Avenue in the city of São Paulo, Brazil. It is well known for its headquarters, a 1968 concrete and glass structure designed by Lina Bo ...

. A room in the museum served as the school's first location, where it was named "Escola de Propaganda do Museu de Arte de São Paulo" (''Advertising School of the São Paulo Museum of Art''). Under Martensen's management, with the motto "Taught by who does it", the school congregated professionals in the advertising business to teach its lone course in Advertising, and to this day stands by the philosophy of associating practice with theory in most of its many undergraduate programs. In 1955, now called "Escola de Propaganda de São Paulo" (''Advertising School of São Paulo''), it moved to its own premises within the same building, and was denominated "Superior", meaning "of

". In 1971, school director Otto Hugo Scherb proposed a name change to "Escola Superior de Propaganda e Marketing", which was approved and has been kept to this day. With the support of Antônio Delfim Netto, then

Minister of Finance A finance minister is an executive or cabinet position in charge of one or more of government finances, economic policy and financial regulation. A finance minister's portfolio has a large variety of names around the world, such as "treasury", " ...

and representative of the

University of São Paulo The University of São Paulo ( pt, Universidade de São Paulo, USP) is a public university in the Brazilian state of São Paulo. It is the largest Brazilian public university and the country's most prestigious educational institution, the bes ...

, the course in Advertising was made into a 4-year undergraduate course and was recognized by the

Ministry of Education An education ministry is a national or subnational government agency politically responsible for education. Various other names are commonly used to identify such agencies, such as Ministry of Education, Department of Education, and Ministry of Pub ...

. In 1974, with the backing of the Globo Organization, a new campus was founded in

Rio de Janeiro Rio de Janeiro ( , , ; literally 'River of January'), or simply Rio, is the capital of the state of the same name, Brazil's third-most populous state, and the second-most populous city in Brazil, after São Paulo. Listed by the GaWC as a ...

, and in 1978, ESPM started offering its first graduate courses, the choice of which was greatly expanded in 1981 by school president Francisco Gracioso, who also created ESPM's second ever undergraduate course, Business Administration with emphasis in

Marketing Marketing is the process of exploring, creating, and delivering value to meet the needs of a target market in terms of goods and services; potentially including selection of a target audience; selection of certain attributes or themes to emph ...

. A third campus was created in

Porto Alegre Porto Alegre (, , Brazilian ; ) is the capital and largest city of the Brazilian state of Rio Grande do Sul. Its population of 1,488,252 inhabitants (2020) makes it the twelfth most populous city in the country and the center of Brazil's fif ...

in 1985. Following the turn of the century, the school created doctorate and academic research programs, and introduced many other undergraduate courses, including

Design A design is a plan or specification for the construction of an object or system or for the implementation of an activity or process or the result of that plan or specification in the form of a prototype, product, or process. The verb ''to design' ...

International Relations International relations (IR), sometimes referred to as international studies and international affairs, is the scientific study of interactions between sovereign states. In a broader sense, it concerns all activities between states—such a ...

Journalism Journalism is the production and distribution of reports on the interaction of events, facts, ideas, and people that are the " news of the day" and that informs society to at least some degree. The word, a noun, applies to the occupation (pro ...

Information Systems An information system (IS) is a formal, sociotechnical, organizational system designed to collect, process, store, and distribute information. From a sociotechnical perspective, information systems are composed by four components: task, people ...

Social Social organisms, including human(s), live collectively in interacting populations. This interaction is considered social whether they are aware of it or not, and whether the exchange is voluntary or not. Etymology The word "social" derives from ...

and Consumer Science, and

Cinema Cinema may refer to: Film * Cinematography, the art of motion-picture photography * Film or movie, a series of still images that create the illusion of a moving image ** Film industry, the technological and commercial institutions of filmmaking ...

Audiovisual Audiovisual (AV) is electronic media possessing both a sound and a visual component, such as slide-tape presentations, films, television programs, corporate conferencing, church services, and live theater productions. Audiovisual service pr ...

. Currently, there are two campuses in São Paulo (one for undergraduate education, another for graduate education and post-secondary learning), one in Rio de Janeiro and another in Porto Alegre.

References

External links

*
ESPM Jr.

Atlética ESPM

Centro Acadêmico 4 de Dezembro

PowerLab Tech ESPM
{{DEFAULTSORT:Escola Superior De Propaganda E Marketing 1951 establishments in Brazil Educational institutions established in 1951 Private universities and colleges in Brazil Universities and colleges in São Paulo (state) Universities and colleges in São Paulo