Brazil's Marketing Secrets

"Brazil is booming and its creativity and talent continues to be its major strength," says Cesar Vacchiano, President & CEO of Grupo Consultores,
in an interview with the Internationalist Magazine. Grupo Consultores is a Madrid-based agency consultancy that has been expanding across the fast-growth sectors of the world, particularly Latin America.

Cesar has been instrumental in developing the company’s research, including such resports as agencyScope, mediaScope, salaryScope, and digitalScope across more than 20 markets.

He recently turned his attention to Brazil -- a market now ranked as 5th in the world in terms of population. The country’s economy is robust after chalking up 7.5% growth in 2010. Much of that strength can be attributed to the rise of middle-class consumers. One hundred million people have moved above the poverty line and are now part of a new middle class. Incomes have improved by 69% among the poorest Brazilians.

According to Cesar, "Everything is just beginning." The World Cup in 2014 and Olympics in 2016 will contribute to better establishing the country on the world stage. The number of tourists is expected to grow by 60% by 2016.

He reminds us, though, that Brazil is different from most countries in its approach to advertising, marketing and media. For example, media agencies do not exist in Brazil. Creative or full service agencies implement media strategies and execute planning and buying for their clients. "This has major implications. Agencies are huge and powerful; they have money to hire the best talent and try to provide the best solutions to their clients."

And today Brazilian Advertising Industry is booming. César tells us: "Most holding companies and network agencies are involved in a buying frenzy. The independents are constantly being approached and have multiple proposals on their tables. Other international players like StrawberryFrog, M&C Saatchi, Wieden+Kennedy, R/GA, Huge are finding high-profile professionals to lead their local efforts. And more agencies are still to come."

Of course, advertising people are adored in Brazil, and are celebrities akin to sports personalities or movie stars.

Brazilian advertising leaders are frequently interviewed by the press—not only for their opinions about communications, but also about politics, the economy or the country’s future. All Brazilians, not just clients, know them, respect them and trust them as opinion leaders.

Cesar Vacchiano adds that his research demonstrates that 'Brazilian Agencies are strong in strategic planning, creativity, account service, media, and are even very well-ranked in terms of 'value for money.' "

Not bad for a country that had largely been associated only with soccer, beaches and samba.