SAO PAOLO--French communications group Public Système Hopscotch (PSH) has launched its Latin American presence by opening a new office in Brazil.

Hopscotch Système Americas, located in Sao Paolo, is the group's latest regional hub, joining Dublin (which covers Europe); Hong Kong and Beijing (Asia); and, Paris (Africa). A Shanghai operation is set to launch soon, said group CEO Jérôme Lascombe.

We continue rolling out our international growth strategy,” said Lascombe. “Our clients’ demand is driving this development in the luxury, automobile and, especially, sports segments. Today we are ready to support them in their South-American operations, in particular those relating to the 2014 FIFA World Cup and the 2016 Summer Olympics”.

Public Système Hopscotch is the result of a 2010 merger between French independent PR firm Hopscotch and listed marketing group Le Public Système. The group now ranks 20th in the Holmes Report Global 250 Ranking, reporting revenues of almost $74m in 2011.

Lascombe added that international revenues now account for more than a quarter of PSH's revenues, and said that the group aimed to raise that proportion to 35 percent by 2015.

Public Système Hopscotch includes three main brands - Le Public Système, an integrated communication agency, Hopscotch, a public relations and digital communication agency, Heaven, a digital marketing agency - and a number of specialist agencies, including Sagarmatha, and Human to Human.