Regional LatAm PR Consultancies of the Year 2024

2024 Regional LatAm PR Consultancies of the Year

The 2024 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.

The Consultancy of the Year winners are honoured at our annual Latin American SABRE Awards event, which will take place in Sao Paulo, Brazil, at the Tivoli Mofarrej São Paulo Hotel on September 24, in partnership with Brazilian trade association ABRACOM. Event and registration information can be found on the dedicated event site.

Finalists

Burson (WPP)

Backstory

After roughly 30 years as an independent operation, Jeffrey Group over the last two years has evolved into a sprawling Latin America-focused network with the global backing of WPP — first though its 2022 acquisition by Hill & Knowlton and earlier this year through the merger of H&K and BCW into Burson. Longtime JeffreyGroup CEO Brian Burlingame oversees the regional Burson Group that includes Burson as its flagship brand, JeffreyGroup as its LatAm specialist agency and Brazil firm Máquina. In Latin America, Burson boasts an impressive 750 people, operating out of 12 offices in 10 markets. Burson Group serves more than 100 clients in Latin America.

Locations

In addition to its Miami headquarters, The Burson Group has owned operations in Brazil, Mexico, Argentina, Chile, Colombia, Peru, Guatemala, Uruguay and Puerto Rico.

Performance

After rebounding from a pandemic slump, JeffreyGroup has been on upward trajectory over the last two years, and now is part of a robust Burson operation that includes 750 people in 10 markets across Latin America.
Having been founded to help US and other international companies access the Latin American market, Burson today serves more than 100 clients across the region including Amazon, AstraZeneca, BASF, Bayer, Coca-Cola, Disney, Enel, Ford, Marriott International and Salesforce. New Clients include European Union, FM Global, Google, Hilton, iAlumbra, Kellanova, Nubank, Ocean Spray, PISA and Redinter.

People & Culture

Bringing together two strong regional brands — JeffreyGroup and Máquina — Burson over the last year aimed to strike a balance between respecting the cultures of each of those agencies while growing the larger Burson, and the opportunities that come with it. A July 2024 employee poll showed that regional employees had a high level of understanding of the company’s direction and mission. Of those responding, 93% agreed or were neutral about having a clear picture of the direction of Burson; 83% expressed excitement about the merger; and 76% indicated they felt valued in their roles. Burson LatAm operates in keeping with WPP’s DE&I programs and priorities. In Latin America, the last employee survey pre-merger showed that 90% of employees felt the recruitment processes are inclusive and diverse. In addition to Burlingame, Burson’s LatAm team includes Mexico CEO Mauricio Gutierrez, Brazil CEO Rosa Vanzella, Argentina CEO Denise Cancian, and regional managing director Natalia Montoya.

Thought Leadership & Work

JeffreyGroup has a long history of producing a multitude of laudable campaigns in any given year and 2023 was no different. Burson LatAm’s 16 SABRE Award-shortlisted campaigns include its work for longtime client
Amazon, which supported the retail giant’s push to serve customers in Brazil’s Favelas, low-income communities that delivery services frequently avoid. The agency’s “Deliveries Around the World — Favela Edition,” which documented the launch of six new delivery stations within the favelas, reached more than a million people in Brazil organically. Other highlights include “The Biggest Sexual Education Class Ever Written” for Reckitt and “Guarded Bus Stops” for Eletromidia.

— Diana Marszalek

Edelman (DJE Holdings)

Backstory

The world’s largest public relations agency, Edelman has had a presence in Latin America for 30 years, establishing its first regional office in 1994 and developing into one of the strongest international networks in the region, with fees of more than $34 million in Latin America. The firm, once best know for its consumer work, now offers a broad swathe of capabilities across digital, creative, influencer marketing, strategy and data and intelligence—and 2023 saw the acquisition of public affairs boutique Disrito in Brasilia, strengthening the firm’s corporate and public affairs offer.

Locations

Edelman now has 630 people in the region, across well-established offices in Argentina, Brazil, Colombia, and Mexico, with strong partnerships in the rest of the continent—all with access to an unparalleled global network.

Performance

The past 12 months have seen impressive growth for Edelman across the region, with fees up by close to 30%--the strongest performing region of the Edelman network—to $34 million. Colombia led the way, with its Studio design and video content production hub fueling much of the growth, and Brazil was another strong performer, aided by the Distrito acquisition but powered primarily by organic growth

People & Culture

Mariana Sanz, CEO of the Latin America region, joined Edelman to lead its Mexican operation in 2015 and ascended to her current role in 2021. She is supported by strong local leadership including Ana Julião, general manager, Brazil; Juanita Barrios, general manager, Colombia; Marisa Maldonado, deputy general manager, Mexico; and Paola Podestá, general manager, Argentina. Diversity, equity, inclusion and belonging is a priority, with employee resource groups for women and the LGBTQ community. Edelman Argentina has been on the Best Employers list by Revista Apertura for the 12 years in a row and Edelman Mexico and Brazil were both recognized among the Best Places to Work for LGBTQ+ communities by HRC Equidad. The Brazilian operation has also been recognized for its role in the Business Coalition to End Violence Against Women.

Thought Leadership & Work

The Edelman Trust Barometer has been a global reference for measuring institutional trust for close to 25 years and this year's edition focused heavily on innovation and its societal impact, including data from Argentina, Brazil, Colombia, and Mexico. In addition, the firm’s Gen Z Lab and the recently launched Longevity Lab offer proprietary insights into two important generational cohorts. As for the work, Edelman received numerous SABRE Award nominations, for campaigns such as an economic empowerment initiative for Coca-Cola Mexico; the “Cybersecurity Academy” for Microsoft; the “Equal” all-femaie music concert for Spotify in Argentina; and Xbox work in Brazil.

— Paul Holmes

LLYC (Independent)

Backstory

Spain-based public relations agency Llorente & Cuenca had already established itself as one of the leading corporate and financial consultancies in Europe, and the global leader in Spanish-language markets, before it received private equity funding in 2015 and changed its name to LLYC in 2019. But recent years have seen accelerated growth, much it through acquisition, as the firm established itself among the top 50 in the world, expanding beyond its corporate and financial roots to offer public affairs, consumer marketing, and a wide array of digital and social capabilities.

Locations

In addition to its offices in Spain and Portugal, LLYC has built an extensive network in Latin America, with offices in Argentina (Buenos Aires), Brazil (Rio de Janeiro and Sao Paulo), Chile (Santiago), Colombia (Bogota), the Dominican Republic (Santo Domingo), Ecuador (Quito), Mexico (Mexico City), Panama (Panama City), and Peru (Lima), supplemented by affiliates in Bolivia, Costa Rica, Paraguay, Uruguay, and Venezuela.

Performance

LLYC’s $91 million in global fee income (up by about 17%) was enough to land it a spot just outside the top 40 in our global ranking of PR agencies, and Latin America contributes about $40 million of that total. The firm also made an acquisition, bolstering its Colombian presence with the addition of Bogotá-based Dattis Comunicaciones. While growth in North America was more eye-catching, the real story is the increased synergy between US operations (including Miami and a new addition in San Diego) and operations in the South. The firm’s key clients include Banco Atlántida, AB Inbev, Cisneros, Nestle, Caribe Mexicano and more, and there was new business from Caribe Mexicano, Entravision, AIFI, Tola Capital, and Quintana Roo.

People & Culture

Alejandro Romero, who was the firm’s first consultant in Latin America, has risen to become global chief executive, a role he took on in November of 2022. With that promotion, 15-year LLYC veteran Juan Carlos Gozzer took over as Latin America CEO, supported by Maria Esteve. general manager for the Andean region and David Gonzalez Natal, MD of the North Latin America region. Andres Ortiz and Camila Gomez Pardo took on new roles at the helm of what is now Dattis by LLYC. The firm has redoubled its commitment to what it calls the "LLYC Formula," the basis of its employee experience, with a new “Challengers Program” focused on rapid advancement for younger employees. LLYC has also deepened its commitment to diversity and inclusion, launching global gender equality and LQTBIQ+ plans.

Thought Leadership & Work

Over the past year, LLYC's Deep Learning team completed more than 120 data intelligence projects, analyzing 4.7 billion messages to aid clients in data-driven decision-making across global issues like health, education, sustainability, economy, politics, and social impact. The firm’s LLYC Ideas operaton, meanwhile, produces reports, podcasts, videos, and articles and develops forecasts in corporate affairs, healthcare, and marketing. A hihjlight of the firm’s work is the “Rainbot” campaign. Conducted on behalf of Pride Connection Mexico.

— Paul Holmes

LatAm Intersect (Independent)

Backstory

Launched by Claudia Daré and Roger Darashah in 2019, Latam Intersect calls itself a “pandemic native” company, one with a sprawling team across Latin America serving local and global clients from India, China, Australia and the US. The agency’s primary goal is helping companies break into the Americas through communications that generates connections, cultural understandings and appreciations of the region and its people.

Locations

Co-CEOs Daré (one of our 2022 Innovator 25) and Darashah are based in São Paolo and have team members working in Argentina, Brazil, Colombia, Chile, Peru, Bolivia, Uruguay, Mexico, Panama, Costa Rica, Ecuador, Guatemala and Paraguay.

Performance

Latam Intersect continued on its hot streak in 2023, during which the agency saw revenue rise 30%. That was on top of 40% growth in 2022; The agency expects to grow 50% in 2024, it’s fifth anniversary year. The agency has grown from two to 40 full-time employees, as well as freelance specialists as needed. Despite its Brazilian founders, Latam Intersect considers itself a multinational company, with physical presence in 13 countries thanks to a 100% remote workforce. In the last year, the agency added a creative designer and digital strategist as well as heads of DEI & environment and influencer engagement and tri-lingual researchers and content specialists. Latam Intersect capped the year having worked with 34 clients on 18
projects and 28 integrated campaigns.

People & Culture

Though Daré and Darashah launched what in 2019 was still a non-traditional firm — remote — each of them brought roughly 30 years of industry experience to Latam Intersect, which they created and grew to be an
inclusive, open organization that puts a premium on diversity. With teams across a very diverse Latin America, Daré and Darashah entrust country leaders to build and grow staff rooted in local populations and reflective of
the differences among members. Latam Intersect has a robust employee experience program which has helped in recruiting and retention, onboarding, engagement and development. Daré and Darashah are supported by regional leaders including Ana Maria Compos (Peru), Andrea Mendez (Central America), Gina Fierro (Mexico) and Leticia Rio Branco (Brazil).

Thought Leadership & Work

Latam Intersect continues to grow in scope and services. In 2023, Latam Intersect took its work for social good to the next level, launching a DEI & environment practice to support companies and NGOs in these areas. Helping clients avoid greenwashing and pinkwashing is a key focus. The agency, along with Delta Analytics also created an emotional analytics tool that measures the mood of the media and public around particular issues. Latam Intersect also started publishing insights and analysis covering politics, the environment, corruption and more, as well as launched a special research division. The year’s best work included the multinational, multidimensional year-end campaign for ride hailing app Yango which included influencers, viral marketing, media spots, social media and more.

— Diana Marszalek

Porter Novelli (Omnicom PR Group)

Backstory

Porter Novelli’s operations in North America, Europe and Asia have been on a rollercoaster ride over the past decade or more, but under the leadership of Karen Ovseyevitz, the firm’s Latin American business, which spans 14 countries, remains one of the most extensive in the region—certainly the strongest part of the Omnicom PR Group across Lat Am—and a model of stability. The agency has expertise in consumer (purpose is a notable focus), corporate (including crisis) and employee communications, with healthcare and technology clienmts in addition to consumer brands. There are also formidable digital and social capabilities.

Locations

Porter Novelli’s Latin American operation includes offices in Mexico, Brazil (the firm is in the top three in both markets), Argentina, Chile, Colombia, Peru, Ecuador, Costa Rica, Panama, Dominican Republic, Guatemala, El Salvador, Honduras and Nicaragua.

Performance

In 2023, Porter Novelli was focused on innovation, growth, and consolidation, enhancing digital, creative, and data/analytics capabilities, and emphasizing a more integrated communication approach. As a result, there were more than 150 new business wins in 2023, adding key clients including PepsiCo Latam, Avon, Natura, Motorola, HPE, Nubank, Localiza, Betsson, LifeMiles, Thule, Hilton, Santa Marta, Movistar, Indra, Goodyear, and Seven Seas Water Panama. They join existing clients such as Microsoft Latam, P&G, AB Inbev, Unilever Brazil, Arcos Dorados, and Mars. The Latin American business enjoyed healthy double-digit growth and employee count increased by more than 10%--the firm now has mre than 700 people in the region.

People & Culture

Porter Novelli has a history of championing its employees’ wellbeing and continued to do so in the post-pandemic world with the likes of a hybrid work model and having modernized, flexible workspaces. Porter Novelli Mexico has earned HCR Equidad MX certification from the Human Rights Campaign Foundation for five straight years. A regional Omniwomen initiative focused on driving women in leadership roles operates across the region, while InPress Porter Novelli has been a leader in the effort to fight stigmas around mental health. All of which is a testament to ethos of the firm’s regional leaders including LatAm president Karen Ovseyevitz; Kiki Moretti, CEO of Grupo InPress; Mexico co-founder and managing director Sandra Kleinburg; Porter Novelli Brazil CEO Roberta Machado; and ShiftPN CEO Rodrigo Castro , who leads or Central America and Andean operation.

Thought Leadership & Work

PN launched six strategic initiatives in the region, including branding and marketing initiatives, digital and technology innovation, and an integrated task force for AI and data adoption. the firm also Partnered with Cause agency to drive purpose and ESG work and launched new research including ESG Radar, a quarterly InPress Porter Novelli guide to corporate sustainability. Highlights of the client work included a continuation of the multi award-winning PADverstising campaign around menstrual justice in Costa Rica, seeking to reduce taxes on feminine hygiene products. Creating a social justice movement around the issue, PN succeeded in changing the tax rate. Elsewhere, the firm worked with Brazilian industrial giant Vale on anti-racism efforts; supported Mattel’s Barbie marketing efforts; and was the agency for Kellogg’s Nutrition & Health Institute on its digestive health initiatives.

— Paul Holmes

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