The departure came just days after internal friction erupted
Nas primeiras movimentações de uma campanha presidencial ainda não oficialmente lançada, o marqueteiro Marcello Lopes deixou o comando das comunicações de Flávio Bolsonaro, abrindo espaço para Eduardo Fischer, veterano de mais de três décadas no mercado publicitário. A saída, justificada por razões pessoais e profissionais, coincide com turbulências internas ligadas a uma reunião polêmica do senador com o banqueiro Daniel Vorcaro. Campanhas políticas, como organismos vivos, frequentemente revelam suas tensões mais profundas antes mesmo de ganhar forma oficial — e a rapidez com que Flávio buscou um substituto diz tanto quanto a própria saída.
- A saída de Marcellão veio dias após críticas internas sobre a reunião de Flávio com o banqueiro Daniel Vorcaro, criando um vácuo de liderança em plena fase pré-campanha.
- O marqueteiro atribuiu a decisão ao desejo de se dedicar à própria agência, mas o timing alimentou especulações sobre pressões nos bastidores.
- Flávio agiu com rapidez: durante visita a São Paulo, já articulava conversas com profissionais de marketing para preencher o cargo.
- Eduardo Fischer, responsável por campanhas icônicas como o 'número 1' da Brahma na Copa de 1994, emergiu como favorito para assumir o posto.
- A troca sinaliza o esforço da campanha de estabilizar sua imagem e fortalecer a estratégia de comunicação antes do lançamento oficial previsto para junho.
Marcello Lopes, o marqueteiro conhecido como Marcellão e figura de confiança do senador Flávio Bolsonaro, anunciou sua saída da coordenação de comunicações da campanha presidencial após uma série de reuniões internas com o candidato. Ele ainda atuava de forma não oficial, à espera de um início formal previsto para 1º de junho.
A partida gerou ruídos no ambiente político. Lopes alegou querer se dedicar à sua agência, a Cálix Propaganda, mas a decisão veio logo após críticas internas à reunião de Flávio com o banqueiro Daniel Vorcaro — um encontro cujos detalhes vazaram e provocaram desconforto entre integrantes da campanha.
Sem demora, Flávio tratou de preencher o vazio. Durante passagem por São Paulo, o senador se reuniu com empresários e executivos do setor financeiro, mas também reservou tempo para conversar com profissionais de publicidade. Um deles foi Eduardo Fischer, veterano com mais de 30 anos de carreira e um currículo que inclui campanhas de grande repercussão nacional, como o célebre anúncio 'número 1' da Brahma durante a Copa do Mundo de 1994.
A expectativa era de que o nome de Fischer fosse confirmado em questão de horas. A mudança expõe as turbulências típicas dos estágios iniciais de grandes operações eleitorais — e levanta a questão de se a experiência de Fischer no universo comercial se traduzirá com a mesma eficácia no terreno mais imprevisível da comunicação política.
Marcello Lopes, a longtime confidant of senator Flávio Bolsonaro and the public face of his presidential campaign's communications operation, announced his departure on Wednesday after a series of internal meetings with the candidate. Lopes, known colloquially as Marcellão, had been steering the messaging strategy for Bolsonaro's bid to reach the Palácio do Planalto, though he had only recently begun the role in an unofficial capacity ahead of a scheduled June 1st start date.
The timing of his exit raised questions within political circles. Lopes attributed the decision entirely to himself, citing a desire to refocus on his own advertising firm, Cálix Propaganda, and other business interests. Yet the departure came just days after internal friction erupted over a meeting between Flávio and banker Daniel Vorcaro—a gathering that had drawn scrutiny and sparked criticism among campaign insiders when details and messages about it surfaced publicly.
Even as Lopes was stepping back, Flávio was already moving forward with a replacement. During a Wednesday visit to São Paulo, the senator held a series of meetings with business leaders and financial sector figures, but also carved out time to meet with marketing professionals. Among those conversations was one with Eduardo Fischer, a veteran advertising executive whose name was circulating as the likely next head of the campaign's marketing division.
Fischer brings substantial credentials to the role. He has spent more than three decades in advertising, building a career primarily in commercial work. His portfolio includes some of Brazil's most recognizable campaigns—most notably the "número 1" Brahma advertisement that ran during the 1994 World Cup, a piece of marketing history that still carries cultural weight in the country. An announcement of his formal appointment was expected within hours of the São Paulo meetings.
The shift in campaign leadership reflects the kind of internal turbulence that often accompanies early-stage presidential operations, particularly when controversies flare up before the official machinery has fully engaged. Lopes's departure, whether voluntary or nudged along by circumstance, created a vacuum that Flávio moved quickly to fill with someone whose track record suggested stability and proven success in high-stakes promotional work. What remained to be seen was whether Fischer's experience in selling beer and consumer goods would translate smoothly to the more volatile terrain of political messaging.
Citas Notables
Lopes stated the decision to leave came from himself and that he wanted to focus on his own advertising firm, Cálix Propaganda, and other business interests— Marcello Lopes
La Conversación del Hearth Otra perspectiva de la historia
Why would a campaign marketer step down just before officially starting? That's unusual.
The timing does look suspicious. Lopes said it was his choice and about his own business, but the real pressure came from that meeting with the banker—once it became public, there was internal blowback he couldn't ignore.
So he was taking the fall for something Flávio did?
Not exactly. It's more that in a campaign, the communications chief owns the narrative. When the narrative breaks badly, the chief becomes the problem. Lopes couldn't control the story anymore.
And Fischer is supposed to fix that?
Fischer is a different kind of operator. He's spent thirty years selling products, not managing political crises. That's either exactly what they need—someone who can reset the message—or it's a sign they're not taking the underlying problem seriously.
What's the underlying problem?
That Flávio is meeting with bankers in ways that look questionable enough to leak and damage the campaign before it even starts. No marketer can fix that.