São Paulo came in 1988 in an election won for the Worker's Party (PT) by Luiza Erundina. He ran again in 1996, resigning as Minister of Planning to participate in the election for mayor, which was won by Celso Pitta. Pitta was the designated successor of mayor Paulo Maluf, who headed the right-wing populist Progressive Party (PP). After another stint as minister in the federal government, Serra ran for president on behalf of the PSDB party in 2002. He was beaten by four-time candidate and PT founder Luiz Inácio Lula da Silva in the second round. In every elections since 1988 Serra represented the Brazilian Social Democracy Party (PSDB), which he helped found in 1988 alongside former and future São Paulo State governors Franco Montoro and Mario Covas and future Brazilian president Fernando Henrique Cardoso, from a split in the Brazilian Democratic Movement Party (PMDB). PSDB was seen as a coalition of democrats, liberals and social democrats with more centrist outlook than the leftist Workers' Party (PT) of presidents Lula da Silva and Dilma Rousseff. Both parties have great support in São Paulo state, but the state has been governed by the PSDB since 1994. Serra came to political prominence under Fernando Henrique Cardoso's presidency (1994–2002), when he was appointed minister of planning, and later minister of health. During Serra's tenure in the Health Ministry, the generic drug industry, which gave wider access to medicines to a poor population, and ANVISA, the Brazilian food and drug regulatory agency, were both created. All forms of tobacco advertising were banned, and cigarette packages were required to display images of smoking-related diseases. Mayor of São Paulo Serra was elected mayor of São Paulo in 2004, defeating incumbent Marta Suplicy in the second round. Serra created the Virada Cultural, a 24-hour cultural festival inspired by the French Nuit Blanche. He also established the Bilhete Único system in the São Paulo Metro subway system. Serra sought nomination as the PSDB candidate for president in the 2006 elections, but on March 14, 2006, decided to run instead for governor of the state of São Paulo. He resigned as mayor of São Paulo, although he had signed a pledge to finish his four-year term. Gilberto Kassab, the deputy mayor, took office and remained the mayor until 2012. Serra won the governor's race and on January 1, 2007, took office as the Governor of São Paulo State. Controversy