Tribute – The Story of Cláudio Melo
Born amidst the adversity of 1940s Piauí, Cláudio Melo became an unquestionable leader among his friends and professional peers.
At just 13 years old, in 1953, he moved to Salvador to attend boarding school at Colégio Marista. The distance and the limited means of communication at the time meant he had to win over and captivate new friends—and he did just that! From that period, João Telles became one of his closest companions, and their friendship extended to their children, Cláudio and Leonardo.
As a young man, he studied Law and led the DCE (Central Directory of Students), though he never became an extremist in the student movement. Charismatic and sociable, he was well-regarded by older generations and maintained relationships with several politicians and military figures of his time.
He considered himself a Social Democrat, a belief he passed on to his son Cláudio, and which continues to guide his stories and values.
His eloquence and intellectual brilliance made him a rising star from Piauí—something he took great pride in.
He graduated with honors in Law in the exceptional class of 1965, earning the title of Distinguished Student and class Orator. After graduation, he returned to Piauí and worked alongside Petrônio Portela, a key figure in Brazilian politics from the 1960s to the 1980s, who eventually became President of the Federal Senate (research date).
In 1966, he realized that Piauí would still take time to emerge as a strong economy, so he decided to return to Bahia, where he had spent his student years, and truly begin his career as an entrepreneur.
Still young, he partnered with a lifelong friend, Joaci Góes, a fellow law graduate, and together they founded Goes Cohabita, an engineering company that grew rapidly for its time. They expanded into other states beyond Bahia. In 1970, this entrepreneurial journey led him to Brasília, where they brought their company and developed numerous buildings and infrastructure projects in the newly founded capital by JK.
He returned to Bahia around early 1974. With his pioneering spirit, he left Goes Cohabita to create Tempo Engenharia, a forward-thinking company recognized for its infrastructure projects, which contributed significantly to the development of the Northeast, starting from Bahia.
As time passed, Bahia began building the Camaçari Petrochemical Complex.
Aware of the changes underway and the economic opportunities the Complex would bring—along with the demand for companies capable of serving such a demanding client—he founded SOEL Soma Eletromecânica. SOEL became a major supplier of transformers and electrical panels for the entire Complex’s infrastructure. A company ahead of its time, SOEL was based within the Complex itself and embodied the principle that every company should place its Client at the center of its focus.
After experiencing the Petrochemical Complex's boom, he began to return to his true passion: politics.
My father taught me that “doing politics is the greatest human activity—if one knows how to do it.” Politics, in this sense, was never about partisanship, but about human relationships.
A man cannot stand alone in the business world—he needs solid foundations and support for healthy development, and most importantly, for the growth of his enterprise.
Over the course of his life, he became close friends with FHC (Fernando Henrique Cardoso), who, to both of us, was the greatest statesman president Brazil ever had. They spent time together long before FHC became president and even took political courses together. Their bond remained strong. I’ll share a story: when FHC turned 80, I went to bring him my father’s regards. In the Green Hall of the National Congress, a dear mutual friend, Eduardo Jorge, called the president and said: “President! Cláudio Melo wants to give you a hug.” Surprised, since my father had suffered a stroke years earlier that left him quadriplegic, the president looked over, saw me, and graciously replied: “This is Cláudio’s son, but my friend Cláudio is certainly here in spirit.”
Once again, I was filled with pride to be the son of Cláudio Melo. I can say with certainty: my father was a leader in everything he did.
Invited by his friend Duda Mendonça, he joined him in forming DM9 Propaganda. Duda’s exceptional creativity gave the agency national prominence, facilitating new contacts and fueling business growth.
Years later, my father partnered with friends—including Roberto Dias (whose political legacy was beautiful, being the nephew of Giocondo Dias, who, alongside Carlos Prestes, led the Prestes Commune in Brazil)—to found Multitrade, a company focused on exporting services, which at the time represented a new path for Brazil.
Fast forward to 1986, when my father joined Odebrecht in Brasília.
Between 1986 and 2004, he led an entire generation of professionals who represented sector interests in Brazil—what we now call Government Relations (GR).
Business relations with the Brazilian Congress, I can say without hesitation, underwent a major qualitative leap under his leadership.
In 2004, my father passed away.
But I often remember him saying to me: “You were born to be an Entrepreneur. Don’t let yourself be influenced into becoming just an executive. Take risks!”
When I went to Africa in 1998—the year my son Luciano was born—my father asked me, “Why are you going to Africa?”
My answer was clear: “To pursue the financial independence I need in order to one day become a true entrepreneur.”
I succeeded my father in 2004 after his health issues, and I remained true to his way of doing things. I sought to connect with all his friends—and I did. Many insisted on visiting him, something that always filled me with pride.
Cláudio Melo is the driving force behind the business path of 5M Participações Ltda, a company I founded with my wife Cláudia and our three children: Luiza, Luciano, and Paula. His essence and sense of responsibility live on through the mantra: “To be an entrepreneur is to contribute to society and pursue excellence in business conduct.”
I also founded LLP Consulting Ltda with my son Luciano, and together we’ve earned the trust of clients through competence and by delivering the business value they expect from us.
May Piauí—my spiritual homeland—and Bahia—my birthplace and passion—continue their development efforts alongside the legitimate entrepreneurial pursuits to which we are fully committed.
Brasília, March 27, 2025
Cláudio Melo Filho, Dão
