PR agency Edelman has acquired Significa, the Brazilian brand marketing firm specialising in helping companies build their brands by engaging with their stakeholders through causes and content, an approach referred to as “Brand Attitude.”
Together the merged firm, Edelman Significa, will become one of the largest PR firms in Brazil. Edelman Significa will be comprised of more than 100 professionals in two offices with expertise in Corporate, Consumer, Healthcare, Technology, Digital, Public Affairs, CSR and integrated brand communications. Significa clients include Natura, Itau, Votorantim, Pao de Acucar, Gol, Claro, EDP, Fiat, Petrobras and Whirlpool. Edelman’s clients in Brazil include Air France, Boeing, Iberostar, GE and Samsung.
As a result of the acquisition, Yacoff Sarkovas, CEO of Significa, will become CEO of Edelman Significa Group Brazil, reporting to Gail Becker, Chair, Canada and Latin America, Edelman. Ronald Mincheff will remain President of Edelman Significa, Sao Paulo office, which grew organically by 17% in fiscal year 2010. Terms of the deal were not disclosed.
“The acquisition of Significa means that we operate the largest wholly-owned business of any of the global PR firms in Brazil and can ensure the highest quality of client service in one the world’s most dynamic and fastest growing markets,” said Richard Edelman, CEO & president, Edelman. “It’s a perfect match because we will leverage Significa’s track record of building consumer brands to help build Brazilian companies across the world through Edelman’s global network.”
In addition to establishing Significa, Sarkovas has more than 30 years of experience as an entrepreneur, having started his first company, Informa Som, when he was 19. Sarkovas was also a founding member and vice-president of AMPRO, a Brazilian promotional marketing association, and a founding member of La Red, the Network of Cultural Promoters of Latin America and The Caribbean. He is currently on the board of Ashoka, a global NGO of social entrepreneurs.
Significa creates intellectual capital including the annual Com:Atitude that produces surveys and seminars about brand attitude in Brazil, attended by more than 4,000 communication professionals to date. In 2010, the program became a web portal supported by Significa: www.comatitude.com.br. Significa also has a second business unit named Arbora, that works exclusively for NGO’s, helping to improve its whole value chain. Both Com:Atitude and Arbora are now being integrated with Edelman.
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