The Higher School of Advertising and Marketing (, ESPM) is a

private Private or privates may refer to: Music * "In Private", by Dusty Springfield from the 1990 album ''Reputation'' * Private (band), a Denmark-based band * "Private" (Ryōko Hirosue song), from the 1999 album ''Private'', written and also recorded ...

higher education Tertiary education (higher education, or post-secondary education) is the educational level following the completion of secondary education. The World Bank defines tertiary education as including universities, colleges, and vocational schools ...

institution in

Brazil Brazil, officially the Federative Republic of Brazil, is the largest country in South America. It is the world's List of countries and dependencies by area, fifth-largest country by area and the List of countries and dependencies by population ...

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 prominent media conglomer ...

, 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, television network, through its affiliate, ...

, at the time the largest media conglomerate in Brazil, and

Pietro Maria Bardi Pietro Maria Bardi (La Spezia, February 21, 1900 – São Paulo, October 1, 1999) was an Italian writer, curator and collector, mostly known for being the Founding Director of the São Paulo Museum of Art in Brazil. Bardi started his career ...

, then director of the

São Paulo Museum of Art The São Paulo Museum of Art (, or ') is an art museum in São Paulo, Brazil. It is well known for the architectural significance of its headquarters, a 1968 concrete and glass structure designed by Lina Bo Bardi. It is considered a landmark of ...

. 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 Antônio Delfim Netto (; 1 May 1928 – 12 August 2024) was a Brazilian economist, academic, and politician who was the Ministry of Finance (Brazil), Minister of Finance, Ministry of Agriculture (Brazil), Agriculture, and Ministry of Planning, ...

, then

Minister of Finance A ministry of finance is a ministry or other government agency in charge of government finance, fiscal policy, and financial regulation. It is headed by a finance minister, an executive or cabinet position . A ministry of finance's portfolio ...

and representative of the

University of São Paulo The Universidade de São Paulo (, USP) is a public research university in the Brazilian state of São Paulo, and the largest public university in Brazil. The university was founded on 25 January 1934, regrouping already existing schools in ...

, 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, or simply Rio, is the capital of the Rio de Janeiro (state), state of Rio de Janeiro. It is the List of cities in Brazil by population, second-most-populous city in Brazil (after São Paulo) and the Largest cities in the America ...

, 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 Business administration is the administration of a commercial enterprise. It includes all aspects of overseeing and supervising the business operations of an organization. Overview The administration of a business includes the performance o ...

with emphasis in

Marketing Marketing is the act of acquiring, satisfying and retaining customers. It is one of the primary components of Business administration, business management and commerce. Marketing is usually conducted by the seller, typically a retailer or ma ...

. A third campus was created in

Porto Alegre Porto Alegre (, ; , ; ) is the capital and largest city of the Brazilian Federative units of Brazil, state of Rio Grande do Sul. Its population of roughly 1.4 million inhabitants (2022) makes it the List of largest cities in Brazil, 11th-most p ...

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 the concept or proposal for an object, process, or system. The word ''design'' refers to something that is or has been intentionally created by a thinking agent, and is sometimes used to refer to the inherent nature of something ...

International Relations International relations (IR, and also referred to as international studies, international politics, or international affairs) is an academic discipline. In a broader sense, the study of IR, in addition to multilateral relations, concerns al ...

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 of accuracy. The word, a noun, applies to the journ ...

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 comprise four components: task, people, structu ...

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 fro ...

and

Consumer Science Home economics, also called domestic science or family and consumer sciences (often shortened to FCS or FACS), is a subject concerning human development, personal and family finances, consumer issues, housing and interior design, nutrition and f ...

, and

Cinema Cinema may refer to: Film * Film or movie, a series of still images that create the illusion of moving image ** Film industry, the technological and commercial institutions of filmmaking ** Filmmaking, the process of making a film * Movie theate ...

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 provide ...

. 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 Universities and colleges established in 1951 Private universities and colleges in Brazil Universities and colleges in São Paulo (state) Universities and colleges in São Paulo