Cohn & Wolfe buys majority stake in Brazilian PR agency Grupo Máquina

WPP-owned PR agency Cohn & Wolfe has announced that it has acquired a majority stake in Grupo Máquina, one of Brazil's largest PR consultancies with 240 employees across three offices in the country.

Maristela Mafei: "This partnership will bring unmatched strengths globally"
Maristela Mafei: "This partnership will bring unmatched strengths globally"

Grupo Máquina, which was founded in 1995 by entrepreneur Maristela Mafei, has divisions focused on digital, video content, branding, advertising and package design services.

Mafei will remain director-general of the agency, now called Máquina Cohn & Wolfe, reporting to Cohn & Wolfe CEO Donna Imperato. Máquina co-CEOs Marcelo Diego and Daniella Camargos will continue in their roles, reporting to Mafei.

Imperato said: "Latin America has become a very important region for our clients and Brazil is a critical market for Cohn & Wolfe. After working with many good agencies, we were most impressed with Máquina’s excellence in digital and integrated marketing."

The size of Cohn & Wolfe's stake in the business has not been disclosed.

Máquina’s roster of both public and private sector clients includes Credit Suisse, EY, Zara, Xerox, Carrefour, L'Oréal, Nextel, MetLife, Bridgestone, GP Investments, Embratur, BRMalls, Qualicorp, Hypermarcas, Raízen, BRF, Grupo Estacio, Insper and Gafisa. Máquina also works with the entrepreneur Jorge Paulo Lemann and the companies and foundations attached to him in Brazil, including Kraft Heinz, 3G Capital, AmBev, B2W/Lojas Americanas, São Carlos, Lemann Foundation, Estudar Foundation and Endeavor.

Mafei said: "What I envision for our next 20 years can be achieved by becoming part of the Cohn & Wolfe family. This partnership will bring unmatched strengths globally that will benefit our current multinational clients and attract many more here and throughout Latin America."

In September, Cohn & Wolfe agreed to acquire a majority stake in India’s Six Degrees PR and Alphabet Consulting.

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