SAO PAULO—Hill+Knowlton Strategies has acquired Brazilian public relations, advertising, digital and content firm Ideal, while H+K's WPP sister agency Ogilvy Public Relations has acquired a majority stake in ConceptPR, a Brazilian public relations and digital content firm. 

Both firms were founded by by journalists Ricardo Cesar and Eduardo Vieira, Ideal in 2007 and Concept in 2012.

Ideal—now known as Ideal H+K Strategies—was created in 2007  offering corporate communications, advertising, creativity, digital and social media. Clients include Facebook, GE, Nike, Diageo, Dell, Spotify, AstraZeneca, 3M, Rio2016 and Whirlpool. . The firm has more than 150 employees, , more than doubling the size of Hill+Knowlton’s Latin American operation.

According to Mike Coates (pictured), president and CEO of the H+K Americas region. “Ideal’s strengths in digital and content will add to our creative and strategic capabilities in Brazil and across the Latin American region—a region where we expect to see vast growth opportunities in the next couple of years.” 

The firm’s managing partners will report to Claudia Gioia, president and CEO of H+K Strategies Latin America.

Known as a “guerrilla PR” specialist, ConcepPR works with brands including Mondelez, Oakley, JBS, Ultragaz and Metrô São Paulo. The combined business will operate as Ogilvy Public Relations.

According to Renata Saraiva, managing director of Ogilvy’s existing Brazilian operation—which works with American Express, Brand USA, Coca-Cola, Embratur, LG Electronics, Twitter, “ConceptPR’s creativity and digital credentials will further empower Ogilvy PR to deliver creative, effective and integrated communication programs for our clients in the Brazilian market.”