WPP Continues Brazilian Shopping Spree With Gringo

  |  June 3, 2011   |  Comments

Ups investment ahead of World Cup and Olympics.

Continuing its rapid expansion in the Brazilian market, WPP Digital's Possible Worldwide has taken a 70 percent stake in Gringo, a local digital agency serving brands like Coca-Cola, Absolut Vodka, and Microsoft. The agency said the purchase reflects its strategy of building a "strong, native understanding" of the international markets it services.

As Brazil prepares to host two of the world's most significant sporting competitions - the 2014 Soccer World Cup and the 2016 Olympics - WPP has been heavily investing in the market there since early last year, alongside competitors Publicis Groupe and Interpublic.

Yesterday WPP said it has bought a 70 percent stake in mobile savvy Sao Paulo-based digital agency F.biz, while in May last year it acquired Midia Digital and I-Cherry, which focus on digital creative and search marketing services, respectively. Meanwhile, Publicis Groupe extended its reach into the Brazilian market last May with the acquisition of digital agency AG2 for an undisclosed sum, while Interpublic Group bought digital agency Cubocc in an effort to bolster its social and mobile expertise in Latin America. 

Speaking with ClickZ last year, Roxana Strohmenger, a Forrester analyst following the interactive marketing space in Latin America, suggested major brands are looking to integrate themselves with both the soccer World Cup and the Olympics, presenting the opportunity for ad companies to firmly establish themselves in the market. 

"With preparations and ramp up to [the events]... the amount of ad spend in the Brazilian market will increase significantly," Strohmenger predicted, adding that the country's growing economy and Internet user base adds to its appeal for holding companies like WPP.

Strohmenger also emphasized the prevalence of social media among Brazilians, describing them as "voracious consumers" of such services, including Facebook and local market leader Orkut. She suggested users are more accepting, and even expectant of brands on such services, presenting different challenges and opportunities to markets such as the U.S. "As long as advertisers build campaigns that are interactive and rewarding for their online target audience, social media will be a critical and successful channel," she said, implying further opportunities for agencies to help brands do exactly that.

ClickZ Live New York What's New for 2015?
You spoke, we listened! ClickZ Live New York (Mar 30-Apr 1) is back with a brand new streamlined agenda. Don't miss the latest digital marketing tips, tricks and tools that will make you re-think your strategy and revolutionize your marketing campaigns. Super Saver Rates are available now. Register today!

ABOUT THE AUTHOR

Jack Marshall

Jack Marshall was a staff writer and stats editor for ClickZ News from 2007 until August 2011. 

COMMENTSCommenting policy

comments powered by Disqus

Get the ClickZ Marketing newsletter delivered to you. Subscribe today!

COMMENTS

UPCOMING EVENTS

UPCOMING TRAINING

Featured White Papers

Google My Business Listings Demystified

Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.

5 Ways to Personalize Beyond the Subject Line

5 Ways to Personalize Beyond the Subject Line
82 percent of shoppers say they would buy more items from a brand if the emails they sent were more personalized. This white paper offer five tactics that will personalize your email beyond the subject line and drive real business growth.

WEBINARS

    Information currently unavailable

Jobs

    • Lead Generation Specialist
      Lead Generation Specialist (The Oxford Club) - BaltimoreThe Oxford Club is seeking a talented writer/marketer to join our growing email lead-generation...
    • Health Marketing Editor
      Health Marketing Editor (Agora Inc.) - BaltimoreCome flex your intellectual muscle as part of Agora, Inc’s (http://agora-inc.com/) legal team...
    • Technical Business Analyst
      Technical Business Analyst (OmniVista Health) - BaltimoreOmniVista Health is looking to add a Technical Business Analyst to our expanding team...