Do you remember a time when people used to talk about the BRIC countries: Brazil, Russia, India, and China? These four countries were considered the engines of growth that would drive the new global economy, which would place the U.S. as the fifth most important economy by 2050.
Its bevy of natural resources and large population of nearly a quarter-billion people aside, Brazil was included as the "B" in BRIC because of its booming economy, the prospect of hosting the FIFA World Cup in 2014, and the Summer Olympics in 2016. While both of these international powerhouse events greatly increased the cultural profile of Brazil, its economy hasn’t lived up to that potential in the years since the games.
The country has been ravaged by corruption, leaving its infrastructure, economy, and political clout in jeopardy. But the situation is showing signs of improvement, and the PR industry in Brazil is working to ensure the story of the country’s recovery is told.
PRWeek editor-in-chief Steve Barrett paid a visit to São Paulo this week for a series of interviews with three key figures in Brazil’s PR scene: Yacoff Sarkovas, CEO Brazil, Edelman Significa; Ze Schiavoni, CEO Brasil, Weber Shandwick; and Brian Burlingame, CEO, JeffreyGroup.
The interviews have been combined above.
- Ze Schiavoni - 0:00
- Brian Burlingame - 4:24
- Yacoff Sarkovas - 8:54