Mattel picks B-M for Brazil account

Mattel, one of the world's leading toy companies, has hired Burson Marsteller Brazil to take care of its PR in the country.

The company selected the agency following a presentation of Burson's director Rosiane Dantas.

"A former executive of Mattel, who is now working with us at Nivea, recommended our agency to her former employers," said Dantas, adding that Mattel did not hold a formal bid process.

Dantas said that Burson's international experience also contributed to Mattel's decision. As well as Nivea, Burson has the Brazilian accounts of HP, Unilever, SAP, Electrolux, Accenture and Nestle (bottled water division).

Burson will provide a full package of PR services to Mattel, including media relations and the organization of events with the company's consumers, such as Barbie collectors.

Vanessa Morais will be directly in charge of the new account and will work under the supervision of Regina Jorge. The team will report to Mattel's communications coordinator Lilian Gaino.

California-based Mattel established itself in Brazil six years ago. It does not have a plant in the country, limiting itself to import its list of approximate 500 toy items, such as Barbie, Fisher-Price, Max Steel, and Hot Wheels.

Burson entered the Brazilian market in 1977 and was one of the first agencies to offer complete packages of PR services (local agencies traditionally provide media services only). It has 50 employees, who are based in the agency's Sao Paulo office.

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