SÃO PAULO, BRAZIL: Ketchum has launched sports and entertainment marketing in its Brazil office, its first global expansion of the practice.
The Omnicom agency, which has had a presence in Brazil for 25 years, built out its KSE sports and entertainment division to offer clients more sponsorship and entertainment opportunities, especially with the upcoming 2014 FIFA World Cup and 2016 Summer Olympics being held in the country.
“We want to create stories and build emotional connections with consumers,” said Vania Ciorlia, executive director for KSE Brazil. She added that the “specialized team” at KSE Brazil comprises staffers in various focus areas, such as knowledge and creative planning, digital, and management.
Ann Wool, Ketchum partner and MD of KSE globally, said the sports and entertainment marketing work in Brazil will extend further than the World Cup and Olympics, tapping into other “booming” areas in the country such as celebrity engagement and marathon running.
“From our standpoint globally, we have a lot of people within the Ketchum network that we work with ongoing on global projects,” she explained, “but the team and leadership in Brazil really identified the opportunity, and it's a natural [transition] because it's a hotbed of pop culture and sports culture.”
Ketchum's Brazil team has helped with in-country sponsorship programs in the past for KSE, said Wool, but the new practice's role has “evolved from just being the local arms and legs to being the local planner and creator of a strategy for clients.”
She added that KSE Brazil is “all about passion points” and “making the brand connect with consumers in a relevant way."