NEW YORK—Edelman has acquired Significa, a leading Brazilian brand marketing firm specializing in helping companies build their brands by engaging with their stakeholders through causes and content, an approach the firm refers to as “brand attitude.”
The merged firm, Edelman Significa, will become one of the largest PR consultancies in Brazil with more than 100 professionals in two offices offering expertise in corporate, consumer, healthcare, technology, digital, public affairs, CSR and integrated brand communications. Significa clients include Natura, Itaú, Votorantim, Pão de Açúcar, 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. Ronald Mincheff will remain as president of Edelman Significa’s São Paulo office.
“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,” says Richard Edelman, CEO & president, Edelman.
Adds Becker: “Brazil’s booming economy certainly boasts well for future business, but it’s also the culture of how business is conducted that is extremely conducive for a firm like Edelman. Many companies in Brazil understand and embrace programs with societal benefit and understand that such programs are critical to the bottom line, to competing on a global scale and to building and maintaining trust among key stakeholders.”