Work includes development and execution of outreach programs with a primary focus on the US, but also Europe and Asia, said Rissig Licha, president of Fleishman's Latin American operations. It will promote the economy's strong growth and the stability of its financial and political institutions. Work is expected to begin in January, he added.
“We have a meeting in Brasilia in mid-December,” said Licha, “at which time we will get more information about the work.”
This is the first account directly awarded to a PR firm by SECOM, he noted. Previously, SECOM hired ad agencies to promote the country. Those firms, in turn, hired PR agencies as subcontractors.
Many other “emerging” economies, such as Russia and India, have contracted with PR specialists for years, and Brazil wanted to remain competitive, according to the RFP.
The award last month concludes a several-month's-long RFP process. It was originally set for announcement August 14, but was delayed by injunctions filed by other bidders. It is renewable for up to five years.
Bidders included Publicom (a GolinHarris and Weber Shandwick affiliate), Estrategica, Burson-Marsteller, Andreoli/MS&L, Ogilvy & Mather Brasil, The Jeffrey Group Brasil, FSB, Sante Fe, and Textual Serviços.