The New Standard

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Ideas, campaigns, and perspective on public relations and communications across Latin America.

Market Entry and Latin America Strategy

How Brazilian Brands Win at Carnival: Turning Culture into Sales (Spoiler: Yours Can Too)

Why Carnival Isn’t Just Confetti and Caipirinhas Carnival in Brazil isn’t just a party. It’s a cultural obsession that takes over the… January 31, 2025 Crisis Communications

Woman Becomes Overnight Celebrity Due to Airplane Drama

In December 2024, an ordinary flight turned into the unexpected launchpad for Jeniffer Castro’s internet stardom. The drama began when Castro politely… December 16, 2024 Market Entry and Latin America Strategy

You Want to Put That Pistachio Where?

How Social Media Drove Brazil Nuts for Pistachios If you’ve ever wanted to try ultra-processed pistachio cream on a pizza, 2024 is… December 8, 2024 Crisis Communications

“God Forbid a Woman CEO”: how Tallis Gomes Learned the Hard Way that Not All Publicity is Good Publicity

Founder of Easy Taxi and casual misogynist Tallis Gomes is learning the hard way that not all publicity is good publicity. On… September 23, 2024 Corporate Communications and Media Relations

The Impact of Experiential Marketing in Public Relations

In the ever-evolving landscape of public relations, brands continuously seek innovative ways to connect with their audiences, enhance brand loyalty, and generate… May 1, 2024 Influencer Marketing

The Resurgence of Longer Videos on Social Media: Strategy and Impact

In recent years, the landscape of social media content has been dominated by short-form videos, primarily driven by the rapid rise of… April 29, 2024 Corporate Communications and Media Relations

Maximizing Brand Visibility: The Synergy of Event Management and Public Relations

Public relations and event management are two sides of the same coin, each playing a pivotal role in enhancing brand visibility and… April 23, 2024 Crisis Communications

Lessons in Brand Crisis Management: Case Studies from KFC, Samsung, and Bud Light

Crisis case studies from KFC, Samsung, and Bud Light show the same pattern: speed beats polish, the first statement sets the ceiling… February 7, 2024 Market Entry and Latin America Strategy

Amplifying Your Brand in LATAM Markets with Integrated Marketing Communications

In an era where global brands strive to connect with diverse audiences, the Latin American (LATAM) markets have emerged as a dynamic… February 2, 2024 Influencer Marketing

Maximizing Your Influence: The Critical Role of ROI in Influencer Marketing Strategies

Influencer marketing has emerged as a powerful tool for brands looking to amplify their reach and resonate with their target audience. However,… January 31, 2024

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Public relations and strategic communication agency for multinationals in Latin America, delivering integrated PR and communication solutions from São Paulo across eight markets.