Brazil PR Consultancies of the Year 2023

2023 Brazil PR Consultancies of the Year

The 2023 LatAm PR Consultancies of the Year are the result of an exhaustive research process involving numerous submissions and meetings with the best PR firms across the region.

Consultancy of the Year winners are honoured at the 2023 LatAm SABRE Awards, taking place on 11 October as part of the Mexican PRORP’s annual RADICAL conference. Analysis of all Finalists and Winners can be accessed via the navigation menu or below:

Finalists

Approach Comunicação (Independent)

Backstory

PRovoke Media’s 2019 Brazilian Agency of the Year, Approach has grown into one of Brazil’s leading corporate comms and CSR agencies since Elizabeth Garcia launched the firm in 1996. Garcia’s multifaceted ability to leverage new opportunities that emerge regardless of circumstances has propelled Approach’s stature as one of Brazil’s top 10 agencies for more than a decade, during which the firm has grown its ESG offering into a full-blown consultancy.

Locations

Approach has operations in São Paulo, Rio de Janeiro, Brasília, Parana, Rio Grande do Sul and Bahia and serves clients located in Lisbon, Italy, Germany and China.

Performance

Approach closed out 2022 as a 202-person operation that grew a solid 16% to $9.4 million despite Brazil’s ongoing economic fluctuations. Fee income from ESG work was up 60%, accounting for 13% of the agency’s total revenue. With longtime leadership (Approach’s four partners have worked together for more than a decade) a multidisciplinary take on working with clients, and expertise in businesses from construction to fashion, Approach has built an impressive client roster which, in 2022, added Votorantin, Toyota, White Martins, Veracel Celulose, TOTVs, Prudential, Enel, Elera, BIC and Aegea. Approach continued robust partnerships with AliExpress, Novonordisk, Roche, Ambev, White Martins, Globo, Vale, Banco do Brasil, Nivea and Bradesco Seguros.

People & Culture

Approach prides itself on a culture that draws and keeps talent thanks to the solid relationships that kept the agency active and growing during challenges — from Covid to the Brazilian economy — over the last few years. In addition to founder Elizabeth Garcia, leadership includes partner Tatiana Coura, who has been with Approach for more than 20 years; and partner Germana Costa, who handles corporate comms. Women make up 70% of Approach’s team.

Thought Leadership & Work

The expansion of Approach’s ESG offering has propelled a rise in thought leadership on the subject, too. In 2022, Approach published more than 20 reports on issues like sustainability and social responsibility, up from three in 2016. The year Approach continue its partnership with the Brazilian Business Council for Sustainable Development (CEBDS), which including handling communications addressing presidential candidates and around COP27 in Egypt. The only Brazilian comms agency to produce news and analytical content directly from COP27, Approach drove awareness of CEBDS, growing its membership from 80 to 104.

— Diana Marszalek

Vianews (Independent)

Backstory

Pedro Cadina launched Vianews in 1985, creating a firm now active across Latin America. In 2016, Vianews became Hotwire’s official LatAm partner, facilitating the tech agency’s work throughout the region. The firm specializes in serving the technology, financial and telecom sectors with offerings in public relations, content marketing and digital marketing.

Locations

Vianews is based in São Paulo and is also active in Argentina, Mexico, Colombia, Peru and Chile.

Performance

Now in its 38th year, Vianews continues its upward trajectory, having registered a 33% rise in revenue (in Brazilian real) in 2022 over the previous year. That lift reflects an impressive client roster populated by companies including Meta, Zoom, OpenText, Softtek, Autopass, Stibo System, Vigor, TelComp, Banco ABC Brasil, Synnex, and others. New business came from Kyndryl, Nextracker, Automation Anywhere and Trellix.

People & Culture

Vianews has built a culture based on openness and transparency, with weekly meetings that give employees the opportunity to discuss the full gamut of issues, from clients to office administration. Employees present their goals and achievements once a quarter. In 2022, Vianews started a leadership training program and created a three-year growth plan that includes the participation of all employees — selecting which sectors and services they want to grow and setting financial targets. 2022 saw Vianews doubling down on its commitment to promoting DEI, an effort formalized in 2020 with the creation of a committee that has monthly meetings, produces newsletters, hosts online events featuring speakers addressing issues like LGBTQ and racial equality, women’s empowerment and more. The firm simultaneously is developing policies designed to solidify it as a safe and inclusive workplace. Founder and CEO Pedro Cadina is still running the agency he launched in 38 years ago.

Thought Leadership & Work

Vianews is a regional leader in technology, financial and telecom sectors, and rather than spread itself unsustainably thin, the agency focusses its offerings around three primary services: PR, content marketing and digital marketing. Which doesn’t mean the firm is staid. In 2022, the agency’s B2B work eZly Tecnologia and public affairs TelComp were shortlisted for LatAm SABRE Awards.

— Diana Marszalek

Race Communications (Independent)

Backstory

Rogério Artoni started Race Communications in 1999 as a media relations shop and has spent the 24 years since evolving the firm into a corporate communications specialty agency offering the full suite of PR services. Race has an eclectic mix of clients from the food, energy, insurance and automotive sectors among others. Artoni is a staunch believer that success depends on reflecting Brazil’s diverse culture and fighting the country’s major issues including inequality and racism.

Locations

Race operates in São Paulo and Rio de Janeiro.

Performance

Race Communications saw revenue rise 7% in 2022, which it closed as a $14.4 million firm. Race’s 49 employees (up from 38 in 2021) supported new business from ABRH Brasil, Air France-KLM, Instituto Presbiteriano Mackenzie, SITA, Selbetti, PRIS, Solar Edge, Wyndham Hotels, Coty and Dover. Ajinomoto do Brasil, Allianz Partners, Allianz Trade, Excelerate Energy, Japan Tobacco International (JTI), Petronas, Banco Cetelem, Marilan and Mococa.

People & Culture

Artoni is acutely aware of Race’s stature as a Brazilian agency serving Brazilian clients — and the necessity of being an organization that reflects the diversity of the country that comes with it. Furthering the firm’s commitment to diversity (one of its stated values), Race has addressed issues such as gender pay equity. Women account for 55% of Race’s leadership team and more than 50% of its staff. An agency goal is increasing the number of Black and LGBTQIA+ people on its staff who, in 2022, accounted for 15% and 37% of employees respectively. Artoni, who continues to run Race as CEO, is supported by managing partner Wilson Barros.

Thought Leadership & Work

Race went all-in on making client DHL Express a big part of last September’s Rock in Rio festival with an integrated campaign meant to connect the shipping giant with young concertgoers. Heavy on social media, the initiative included creating a TikTok account for DHL Brasil, which drew 8 million views over the course of the multiday festival. DHL hosted influencers (who shared info and tips online) at their on-site booth and orchestrated activations like giveaways. The effort won three of Portugal’s Lusophone Awards for Creativity, which honor campaigns in Portuguese-speaking countries.

— Diana Marszalek

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