Edelman acquires Brazilan marketing firm Significa

Nikki Wicks, prweek.com, Tuesday, 14 September 2010, 3:07pm,

Edelman, has acquired Significa, the leading Brazilian brand marketing firm specialising in helping companies build their brands by engaging with their stakeholders through causes and content, an approach referred to as ‘Brand Attitude.’

Merged: Yacoff Sarkovas (left) Ronald Mincheff (right)

Together the merged firm, Edelman Significa, will become one of the largest PR firms in Brazil and will be comprised of more than 100 professionals in two offices with expertise in corporate, consumer, healthcare, technology, digital, public affairs, CSR and integrated brand communications. Terms of the deal have not been disclosed.

Significa clients include Natura, Itaú, Votorantim, Pão de Açúcar, Gol, Claro, EDP, Fiat, Petrobras and Whirlpool. Edelman’s clients in Brazil include Air France, Boeing, Iberostar, GE and Samsung.

As a result of the acquisition, Yacoff Sarkovas, CEO of Significa, will become CEO of Edelman Significa Group Brazil, reporting to Gail Becker, chair, Canada and Latin America, Edelman.

Ronald Mincheff will remain President of Edelman Significa, São Paulo office, which grew by 17% in fiscal year 2010.

‘The acquisition of Significa means that we operate the largest wholly-owned business of any of the global PR firms in Brazil and can ensure the highest quality of client service in one the world’s most dynamic and fastest growing markets,’ said Richard Edelman, CEO & president, Edelman.

‘It’s a perfect match because we will leverage Significa’s track record of building consumer brands to help build Brazilian companies across the world through Edelman’s global network.’