BRASILIA — Weber Shandwick has launched in Brasilia, marking its fourth operation in Latin America's biggest economy.

The move comes four years after Weber Shandwick entered Brazil by acquiring S2 Publicom. Since then the firm's headcount has increased from 110 to 270 staffers across its three other offices — one in Rio de Janeiro and two in São Paulo.

The Brasilia office will be led by new MD Andreia Salles, who joins Weber Shandwick after previously heading her own firm, Empório Communication.

Weber Shandwick Latin America chair Laura Schoen told the Holmes Report that Brasilia's importance in terms public affairs and government relations played an important part in the decision to open there, along with its status as a "centre for opinion leaders."

"We have some clients that require assistance in Brasilia," said Schoen. "It is a pretty important place to get your message across." Clients in Brasilia already include  telecommunications company TIM Brasil and EAD, a consortium founded to advocate for the shift from analog to digital TV across Brazil.

“Expanding our network to Brasilia is a natural next step for Weber Shandwick as clients increasingly are asking for counsel on how to navigate a very complex public policy landscape in Brazil and understand how changes in regulations will impact their organizations,” said Ze Schiavoni, CEO, S2 Publicom Weber Shandwick.

Weber Shandwick's Latin American presence also includes an office in Mexico City and affiliate partners in Argentina, Chile, Colombia and Peru. Schoen said the firm will look to build its capabilities further in Brazil, and is also considering more geographic expansion into other LatAm markets.