The election of Brazil's Roberto Azevêdo as the new Director-General of the World Trade Organization ushered in a period of intense focus on revitalizing the institution's core functions and adapting to new global realities. Coming from a major emerging economy, Azevêdo brought a fresh perspective, keen to bridge the longstanding North-South divides that had plagued multilateral trade negotiations. His initial priority was clear: to move beyond the deadlock of the Doha Round and achieve concrete, albeit smaller, outcomes that would demonstrate the WTO's continuing relevance and capacity for consensus. This strategic shift from grand bargains to pragmatic progress defined much of his early tenure.
Azevêdo's leadership was instrumental in securing the landmark Trade Facilitation Agreement (TFA) at the Bali Ministerial Conference in December 2013. This agreement, aimed at simplifying customs procedures phone number library and reducing trade costs, was hailed as the first multilateral agreement concluded since the WTO's inception in 1995. Its successful negotiation was a significant testament to Azevêdo's diplomatic acumen and his ability to foster compromise among highly divergent interests. The TFA not only provided tangible economic benefits but also served as a much-needed shot in the arm for the morale of the organization and its members, proving that multilateral agreements were still achievable.
Beyond the immediate success of Bali, Azevêdo articulated a broader vision for the WTO that recognized the changing landscape of international commerce. He advocated for discussions on new issues such as e-commerce, investment facilitation, and trade in services, acknowledging that the traditional focus on tariffs and goods was no longer sufficient. His aim was to ensure that the WTO remained agile and responsive to emerging trade patterns and technological advancements. This forward-looking approach was crucial for the organization to maintain its position as the premier forum for global trade governance in the face of burgeoning regional and plurilateral agreements.