Power Transmission Alliance hires Conteudo for Brazilian PR

The Power Transmission Alliance (PTA) has hired Conteudo to take care of its PR in Brazil.

The Power Transmission Alliance (PTA), a fifty-fifty joint venture between Goodyear and SKF providing industrial solution services, has hired Conteudo to take care of its PR in Brazil.

Conteudo, which already has the SKF account, will provide media relations services to PTA. Ricardo Morato will coordinate a team of two other agency staffers working full time in the new account.

The team will respond to Angelo Torchio, marketing director of Goodyear and PTA, and Anthony Gladek, marketing coordinator of SKF and PTA.

"We chose Conteudo because it is an agency with expertise in the industrial sector. Goodyear analyzed Conteudo's success with with SKF in Brazil and decided it was the right agency to initiate the process of PTA's brand recognition in Brazil," said Renaldo Calderine, general director of Goodyear's rubber products for Latin America and South Africa.

Goodyear and SKF created PTA in 2001 and the joint venture now has presence in 19 other Latin American countries and in South Africa. The company plans to expand to the USA and Europe.

Taking advantage of the synergy between Goodyear and SKF, PTA offers to industrial clients 15 products and services designed to improve the performance of industrial systems.

The Brazilian division of PTA, which has about 300 employees in its headquarters in Sao Paulo, is the first operation of PTA to hire a PR agency. The division has total revenues of US$15 million in 2003 and expects to reach total revenues of US$500 million by 2008.

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