Senator Flávio Bolsonaro has officially begun structuring his communications and marketing team for the 2026 presidential race. The PL party's pre-candidate for the presidency has assembled a group of advertising professionals with experience in national campaigns, institutional marketing, and political networking.
According to information published by Correio Braziliense, four professionals have been chosen to join the structure responsible for the senator's electoral communication. This move is seen behind the scenes as one of the first concrete steps in Bolsonaro's presidential pre-campaign.
The coordination of the marketing area will be the responsibility of Marcello Lopes, founder of Agência Cálix. The advertising professional has previously worked on projects related to the Banco Regional de Brasília, the Ministry of Fisheries in the current government of President Luiz Inácio Lula da Silva, and also the government of Minas Gerais.
The team blends political and institutional experience.
In addition to Marcello Lopes, the team will include Alexandre Oltramari, a professional who participated in the campaigns of Simone Tebet for the Senate, Aécio Neves for the Presidency of the Republic, and Marconi Perillo for the government of Goiás.
Another confirmed name is Antonio Costa Neto, known as Toninho Neto. He coordinated Ciro Gomes' presidential campaign in 1998 and has a long history in political campaigns.
The team will also include Walter Longo, managing partner of Unimark Comunicação and advisor to the program The Apprentice.
Strategy aims to expand electoral base.
The team's formation comes amid Flávio Bolsonaro's efforts to expand his national presence and consolidate a more moderate image for the presidential race.
Behind the scenes at the PL party, allies believe that the communication structure will be fundamental to expanding dialogue with sectors of the political center and with the female electorate, considered one of the main challenges for the Bolsonaro group.
The strategy also seeks to differentiate Flávio's political profile from the more combative style of former president Jair Bolsonaro.
Pre-campaign activity is already underway behind the scenes.
Even without the official launch of his candidacy, Flávio Bolsonaro's pre-campaign is already generating activity among allied parties and sectors of the political market in Brasília.
The selection of professionals with experience across different ideological spectrums and national campaigns is interpreted as an attempt to broaden the scope of dialogue for the upcoming campaign.
In the coming months, the trend is for the group to intensify digital communication efforts, strengthening the senator's public image and national presence.
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