The Latin American Markets represent approximately 7.5 percent
of total worldwide marketing expenditure, with an estimated $33bn
spend in 2011. The region continues to expand much more rapidly
than developed economies, particularly Europe and the USA, driven
by its faster economic growth and coupled with the crisis in most
of the Northern Hemisphere. The growth estimated for the region in
2012 is 8.1 percent, compared with less than 1 percent for the US
and Western Europe.
Brazil and China are currently the two 'developing' markets
among the world's top 10 ad markets: Brazil is now 6th and very
close to the UK, with strong probabilities that it will climb to
5th within a couple of years. Not surprisingly, Brazil represents
more than 50 percent of Latin America in terms of ad
expenditure.
Results International has been established in Latin America
several years, with a base in Sao Paulo, Brazil.
Eduardo Steiner took over operations in March 2009 as
Regional Director and Managing Partner, Brazil, and develops
projects in other markets in the region in association with other
highly experienced professionals. During his more than 23 years in
the advertising and marketing business, Eduardo has been a key
player in more than 25 acquisitions of agencies across the
region. He first moved to Brazil in 1988 as Regional CFO of
McCann-Erickson Latin America/Caribbean. In 2004, Eduardo resigned
his position in McCann to join Publicis Worldwide as Regional CFO
for the Latin American operations, based in Sao Paulo, and in 2007
he started his own consulting firm. Several developments have
contributed to make Brazil a very attractive market for business
development: the FIFA World Cup in 2014, the Olympics in 2016 and
the country's economic growth and prosperity - with 40 million new
consumers coming from the working class.
It is therefore unsurprising to see the big international
marketing services groups increasing their presence in the
Brazilian market, especially in the areas of digital, events,
sports marketing, PR and traditional advertising. Additionally, a
new group of buyers is emerging, formed by new smaller networks
seeking expansion to other regions and generally focused in
specialised sectors as PR, sports marketing, digital and
healthcare. Investment funds willing to expand into the
advertising/communications field are also demonstrating growing
appetite for acquisitions in the region.
Our firm actively participates in this activity, advising these
foreign groups' local agency owners in their sale or merger
negotiations.
The main transactions facilitated by Results in Latin America
have been the sale of Lew Lara to TBWA, the sale of Taterka to
Publicis and the sale of DPZ to Publicis. In all these cases
Results acted as advisor to the sellers.
We have ample expertise in dealing with the particularities of
doing business in Latin America and especially in Brazil.
The unwieldy bureaucracy and red tape plus a complex tax system
and peculiar business practices call for seasoned professional
advice in such a complex business environment.