PARIS—Publicis Groupe has taken a majority stake in Andreoli MS&L, one of Brazil's largest full-service PR agencies. Part-owned by Publicis Groupe since 2001, the agency will be renamed Andreoli MSL Brasil, and will continue to operate as part of MSLGroup, Publicis Groupe's leading specialty communications, PR and events network.
Founded in 1993 by Paulo Andreoli, Andreoli MSL Brasil employs 45 communications specialists and 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.
The firm will also act as a hub agency for MSLGroup's network of 14 affiliated agencies across Latin America and Central America.
Following the increase to majority ownership, Paulo Andreoli will report to Jim Tsokanos, president of MSLGroup Americas. The Andreoli MSL Brasil transaction comes two months after Publicis Groupe took a stake in Brazilian advertising agency Talent.
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.