Brazilian Roberto Azevedo, in his first address to the World Trade Organization's 159 member economies, warned that they must break the deadlock in time for a make or break summit in Bali in December.
"It is clear the system is in trouble," Azevedo told his debut session of the WTO's ruling body, the general council.
"The perception of the world is that is we have forgotten how to negotiate. The perception is paralysis. It is essential that we breathe new life into the negotiating process. That's why success at the Bali ministerial is vital," he said.
Members of the WTO, which sets the rules of global commerce, launched their "Doha Round" negotiations at a summit in Qatar in 2001.
The aim was to craft a global accord on opening markets and removing trade barriers such as subsidies, excessive taxes and red tape, and harness international commerce to develop poorer economies.
But after early high hopes, the talks stalled amid clashes over the necessary give and take, notably between China, the European Union, India and the United States.
"We must maintain vigilance against protectionism," he added.
The failure to break the Doha logjam has led many countries to shift focus to bilateral and regional deals, which by definition leave other WTO members out in the cold.
The EU and United States are exploring a free trade deal, as is the United States with 12 Pacific countries.
The financial crisis has meanwhile renewed calls for protectionism, which runs counter to the WTO's goal of a level trade playing field.
"While that happens, others continue to emerge. They are fundamentally shifting the landscape of the world economy," he said.
"The multilateral trading system remains by far the best defense against protectionism and the strongest force for growth, recovery and development," he added.
Seasoned trade negotiator Azevedo is a WTO insider, having served as Brazil's ambassador to the Geneva-based body since 2008.
Elected WTO director general in May, he took over on September 1 from former European Union trade chief, Frenchman Pascal Lamy, who was in charge for eight years.
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