Stagwell Buys in Brazil to Boost Allison Division

Marcoms group Stagwell has agreed to acquire São-Paulo, Brazil-based PROS Agency, a brand and marketing consultancy specializing in digital PR, creative planning and production, influencer marketing and brand development.

Allison, based in San Francisco, is known as a PR and marcoms agency but its offer is increasingly data-driven: since 2021 it has launched a service called Connected Thought Leadership (CTL), which uses research, 'narrative discovery' and messaging sessions; a methodology called Brandgeist IQ (BGIQ), to measure the real-time cultural relevance of brands; set up a centralized research and analysis unit called the Performance+Intelligence Group; and launched a multicultural marketing offering called M365 with a focus on 'ensuring diverse consumer groups are seen, heard and valued every day of the year'.

PROS, which has a workforce fo around 130 and 'employs a contemporary perspective to PR by connecting data and cultural context to execute in various formats', will now join Allison and help it and its parent to Expand throughout the greater Latin American region. The Brazilian firm will retain its leadership including its founder and CEO Daniela Graicar, co-CEO Fernanda Tchernobilsky, and Partner Alan Strozenberg.

Stagwell Chairman and CEO Mark Penn says PROS' creative strategy and digital innovation expertise 'helps brands create engaging and purposeful conversations with consumers, consistently pushing the boundaries of PR - making them a true leader in the region'. He adds: 'I worked in Latin America for several years and have always noted its massive growth potential'.

Graicar comments: 'It's a great accomplishment to be part of an international network so aligned with our values and in retaining the boldness that defines us. The management autonomy that Stagwell offers us and the support for our growth were also decisive factors in this choice'. The agency says it closed 2023 with 50% growth and expects to grow another 20% this year.

Web sites: www.stagwellglobal.com , www.allisonworldwide.com and www.pros.com.vc .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.