The news that Duda Melzer has been appointed to the position of Chairman of the RBS Group board of directors did not come as a shock to those who have followed his career trajectory closely over the years. Eduardo Sirotsky Melzer, better known by his nickname Duda, is the grandson of the founder of the RBS Group, Mauricio Sirotsky Sobrinho, who established the company as one of the top media outlets in Brazil and around the world. Where his grandfather sought to develop the company as a newspaper, TV, and radio giant, the latest Chairman has been charged with the task of bringing RBS to the fore in the latest new technologies in the media industry.
There is more to Duda Melzer than simply his high profile as a media executive, in fact he has become known as one of the most popular and respected followers of horse racing in the world.
Over the course of his career at RBS Duda Melzer has overseen a number of high profile campaigns designed to highlight the social consciousness of the RBS Group in the 21st century; Melzer was acting as CEO of RBS when campaigns to highlight issues surrounding child abuse and social justice were unveiled. As the focus of RBS continues to move towards new media these campaigns are shifting to a digital environment that is reflected in the career of Duda Melzer that saw him become an executive for new media companies in the U.S.