On January 28, at 6 p.m., in the auditorium of the Almeida Garrett Municipal Library, in the Gardens of the Palácio de Cristal, in Porto, the book Caldevilla: O Criador da Publicidade Moderna em Portugal will be presented. It was written by Eduardo Cintra Torres, professor at the Faculty of Human Sciences, and Pedro Almeida Leitão.

The book will be presented by Jorge Sobrado, Councillor for Culture of the Porto City Council, and Vasco Ribeiro, professor at the Faculty of Arts and Humanities of the University of Porto.

Synopsis
Raul de Caldevilla, born in Porto in 1876, is a central figure in Portuguese cultural history, one who was forgotten for decades. A diplomat and commercial agent in the early years of his professional life, in 1914 he founded ETP – Escritório Técnico de Publicidade, the first full-service advertising agency in Portugal. From this innovative structure, Caldevilla made a unique contribution to the national heritage, working in multiple fields: from advertising to posters, from outdoor advertising to cinema.
The result of almost six years of research, this exhaustive biography, to be completed in 2026 with an illustrated volume, is being published on the occasion of the 150th anniversary of the birth and 75th anniversary of the death of Caldevilla, the man who was called an advertiser for the first time in Portugal. The work rescues him from oblivion and restores him to the history of Porto and Portugal as the creator of modern advertising and the first modern advertising agency in the country, while also broadening knowledge about his pioneering work in national cinema and revealing countless previously unknown aspects of his creative and entrepreneurial activity.