Brazil: Publicis Groupe takes majority stake in Brazil’s Andreoli MS&L

Publicis Groupe has taken a majority stake in Andreoli MS&L, one of Brazil’s top 5 full-service PR agencies. Part-owned by Publicis Groupe since 2001, the agency will be renamed Andreoli MSL Brasil, and will continue to align under MSLGROUP, Publicis Groupe’s leading specialty communications, PR and events network.

Founded in 1993 by Paulo Andreoli, Andreoli MSL Brasil employs 45 communications specialists. The agency provides consumer PR, corporate communications strategy, public affairs and crisis management for major clients including Sodexo, Hydro, OHL, BlackRock, Danone, Royal Bank of Scotland and Louis Dreyfus. As well as being a leading player in Brazil’s dynamic communications market, Sao Paulo-based Andreoli MSL Brasil will now also be a flagship hub agency for MSLGROUP’s network of 14 affiliated agencies across Latin America and Central America, with Paulo Andreoli at the helm of those businesses. Following the increase to majority ownership, Paulo Andreoli will report to Jim Tsokanos, President of MSLGROUP Americas.

In its global adspend forecast, ZenithOptimedia earlier this month predicted Latin America would be the world’s best-performing region in 2010, with ZenithOptimedia expecting growth of nearly 14 percent this year, with projections of up to 25.5 percent growth in the Brazilian market alone.

The Andreoli MSL Brasil transaction comes two months after Publicis Groupe took a stake in Brazilian advertising agency Talent. Publicis Groupe also recently acquired leading PR companies Eastwei in China, as well as both 20:20 MEDIA and 2020SOCIAL in India in the last eight weeks, all three of which joined MSLGROUP. These moves are in line with the Groupe’s stated expansion plans for the high-growth BRIC markets.

MSLGROUP CEO Olivier Fleurot commented, “Increasing our foothold in the Brazilian market means our global clients now have seamless access to one of Brazil’s star speciality communications agencies. It also positions MSLGROUP well for expansion in the South America region as a whole – this is a deal we’re naturally very excited about.”

France, Paris & Brazil, Sao Paulo

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